Welcome to the “Driving Change” series by CARMA, where we explore the transformative rise of Chinese automotive brands in global markets.
This three-part series provides data-driven insights into how these brands are perceived by consumers and represented in media, unveiling a new phase in the evolving automotive industry.
In our first report, Maria Talakina, CARMA's Audience Insights Director, examines consumer awareness and perceptions of Chinese car brands across global markets. Through a comprehensive survey conducted with 500 respondents per market in the USA, UK, Germany, UAE, Saudi Arabia, Singapore, and Hong Kong, we analyse how familiar car owners and potential buyers are with Chinese brands.
The study highlights positive sentiment in certain regions, particularly around value and technology, but also reveals mixed views on reliability. These insights emphasise the challenges Chinese brands face in building long-term trust and sentiment, while also showcasing their appeal in specific markets.
In our second report, Paige Lingwood, Insights Consultant at CARMA, investigates how Chinese car brands are being portrayed across global media. By analysing thousands of news articles from a diverse range of international outlets, this study identifies which brands are dominating headlines, the key themes shaping media narratives, and the broader tone of coverage.
The report reveals emerging trends in how Chinese automakers are framed—from innovation and expansion to quality concerns and geopolitical scrutiny. These insights provide a clear lens into the evolving reputation of Chinese car brands in the public eye, highlighting both the opportunities and obstacles they face in earning global trust.
In this chapter of CARMA’s Driving Change global automotive series, Jennifer explores the remarkable ascent of a brand that has rewritten the rules of the global automotive market: BYD. She traces the evolution of its “underdog” image, examines how its design and technology captured global media attention, and analyses the geopolitical and trade forces shaping its reputation.
This case study offers a comprehensive, insight-driven perspective on how BYD’s story reflects the transformation of the automotive landscape, and what it means for global communications strategies in the years ahead.
Emerging trends in how Chinese automakers are framed - from innovation and expansion to quality concerns.
Consumer awareness and perceptions of Chinese car brands across global markets.
This investigates how Chinese car brands are being portrayed across global media.
This presents a case study on a successful strategy used by one of these brands to gain traction worldwide.
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