Chinese cars in the fast lane: Swiss consumers shed skepticism as demand and supply grow

Chinese car brands are gaining acceptance in Switzerland: a recent study and platform data from AutoScout24 show a clear shift in sentiment. The main drivers of this development are price advantages and technological progress, while the after-sales sector continues to play a key role.

Skepticism toward vehicles from China is declining — the share of strict purchase opponents has fallen from 43% to 24% within eight months. At the same time, both demand and supply on AutoScout24 are increasing. Openness is also growing: 30% would consider buying a Chinese car, and 53% expect these brands to become a normal part of the street scene within five years.

Price and technology drive demand
The primary reason for growing interest, cited by 69% of respondents, is value for money. According to mobility expert Prof. Dr. Zheng Han, Professor of Innovation and Strategy at Tongji University in Shanghai and visiting professor at the University of St. Gallen, leading Chinese electric vehicle manufacturers benefit from structural advantages: “Thanks to modular platforms, high economies of scale, strong vertical integration, and largely controlled supply chains, they achieve cost advantages of around 25 to 30% compared to many established competitors, depending on the segment. In addition, these companies develop new vehicles within 18 to 24 months, whereas established manufacturers typically require three to five years,” says Han.

Beyond pricing, technology also plays a significant role: 30% see Chinese brands as having an edge in battery technology and speed of innovation. For 33%, electric and environmentally friendly drivetrains are a key reason to buy. According to Prof. Han, technological competition is increasingly shifting from hardware to software and “AI-defined vehicles.” Digital features are becoming a key differentiator and are boosting appeal among digitally savvy customers. This is also reflected in the study: for over a quarter of potential buyers (26%), digital usability in everyday life is already a decisive purchase factor.

Searches and supply on the rise
The growing interest is also evident in AutoScout24 usage data. Between September 2025 and March 2026, search volume for BYD more than tripled for new cars and quadrupled for used cars. MG was searched twice as often for new vehicles.

At the same time, supply is increasing: the number of new car listings rose by 81% for Polestar and by 24% for MG. Polestar is the best-known brand among those surveyed, with 50% recognizing it at least by name, followed by BYD (42%) and MG (32%).

Service remains crucial
Despite growing openness, the after-sales sector remains central: 82% of potential buyers place great importance on a reliable dealer and service network. Chinese manufacturers are planning to expand their presence in Europe with local production facilities. According to Prof. Han, Swiss garage businesses can position themselves as local service providers for these new brands, offering maintenance and service nationwide and reliably, thereby building trust.

“The interest in Chinese car brands is increasing in Switzerland — this is evident both in attitudes and in search behavior. For dealers, it is therefore becoming more important to position their offerings strategically and reach the right target audience,” says Alberto Sanz de Lama, Managing Director Automotive at SMG Swiss Marketplace Group.

Data basis
On behalf of AutoScout24, the representative study was conducted by TX Group Market Research between 10 and 18 March 2026 through an online survey. A total of 1,032 respondents aged 18 and over from German- and French-speaking Switzerland were surveyed. The results were compared with a survey from July 2025. The analysis of AutoScout24 listing and search data is based on the period from 1 September 2025 to 31 March 2026. Additional assessments of the Chinese mobility industry are based on insights from Prof. Dr. Zheng Han.

Note: Polestar is a Swedish car brand with majority Chinese ownership and production in China, the USA and South Korea.