German buyers warm to Chinese EVs—but quality doubts linger
A recent survey has revealed shifting attitudes among German consumers towards electric vehicles (EVs) from Chinese manufacturers. While many still favour German brands, a growing number are considering Chinese alternatives due to lower prices. The findings come from a study conducted in late 2022 by management consultancy Oliver Wyman.
The research also highlights concerns about quality and safety, which remain key barriers for some buyers. Meanwhile, Chinese EV makers continue to expand their presence in Germany, driven by cost advantages and government support.
The survey, carried out in November 2022, included over 1,000 participants representative of the German population. It found that 43% of respondents ranked Germany first for producing the most competitive EVs. However, 23% placed China in second place, signalling recognition of its growing influence.
Despite this, 34% of those surveyed ruled out purchasing a Chinese-branded electric car. The most common reasons were doubts over quality and safety standards. Yet, 42% admitted they would consider a Chinese EV over a German one—primarily because of more attractive pricing.
Chinese manufacturers like BYD, SAIC, and Nio have been gaining ground in Germany and Europe. Their expansion is supported by lower production costs and government subsidies, though specific market share figures remain unclear. While their role in the German market has been modest so far, major players like BYD have shown strong growth.
Simon Schnurrer, a partner at Oliver Wyman, believes Europe's automotive sector still has an opportunity to maintain and even grow its value creation. This comes as the German EV market expands rapidly, with over 545,000 new fully electric battery vehicles registered in 2025.
The survey results suggest a mixed but evolving perception of Chinese EVs among German buyers. Price remains a significant factor for those open to switching, while quality concerns persist for others. As Chinese brands continue to enter the market, their impact on Germany's automotive industry will likely depend on addressing these consumer doubts.
With registrations of fully electric vehicles rising sharply, the competition between German and Chinese manufacturers is set to intensify in the coming years.
