European Car Buyers Shift from U.S. to Chinese Brands Amid Trade Tensions

European consumers are rapidly abandoning U.S. automotive brands in favor of Chinese alternatives, according to Escalent's 2024 Chinese Automotive Brands Impact report. The survey of 1,692 adults across Europe reveals only 44% WOULD now consider American cars—a sharp decline from 51% in 2023—while Chinese vehicle consideration jumped to 47% from 31%.

Geopolitical factors including Trump-era tariffs and U.S. foreign policy stance have eroded trust in American brands, with reliability perceptions crashing from 31% to 24%. Meanwhile, Chinese manufacturers capitalize on price advantages and improving quality, with trust in their products rising from 12% to 19% despite starting from a lower base.

The trend reflects broader realignments in global trade, where affordability and geopolitical sentiment increasingly dictate consumer behavior beyond traditional brand loyalty metrics.