According to a representative survey commissioned by AutoScout24, one in five people in Switzerland has looked into Chinese cars over the past year. Willingness to buy is particularly high among men, individuals with lower incomes and respondents in Romandy.
Around 4 per cent of respondents in German- and French-speaking Switzerland reported that they or someone in their household owns a car from a Chinese brand. Among the remainder, 40 per cent could imagine buying one. The share of those at least open to the idea of purchasing is above average among people with a monthly household income below CHF 4,000, men, respondents living outside major urban areas and those in Romandy. Respondents who could not imagine buying a Chinese car most often cited scepticism towards China, a preference for Europe, or concerns about quality and safety.
Openness to China grows, despite reservations
Overall, around one in five respondents (18 per cent) said they had sought information about Chinese cars in the past year; the proportion is higher among men and those with incomes above CHF 8,000. Faced with two equally equipped cars, one from a European country and one from China, 73 per cent would choose the European model, and 7 per cent the Chinese one. In a direct comparison between the USA and China, 27 per cent would opt for an American car, 28 per cent for a Chinese one, and 29 per cent for neither. A third of men would prefer the Chinese car over the American one (compared with 22 per cent of women).
Value for money convinces
One in five respondents (20 per cent) would at least “possibly” buy a Chinese car if it cost the same as a German car – with a lower share in Romandy (14 per cent) than in German-speaking Switzerland (22 per cent). Income also makes a difference: households with lower incomes are more inclined to buy than those with higher incomes. Among those who do not own a Chinese car, 43 per cent would not choose one under any circumstances, regardless of price. For the rest, a Chinese car would on average need to be 38 per cent cheaper.
BYD and Polestar Particularly Popular
Of the statements surveyed about attitudes towards Chinese cars, “Chinese cars are innovative” received the most agreement (55 per cent), followed by “good value for money” (52 per cent). Around half of respondents agreed that they trust the quality of Chinese cars less than that of European ones, and that they find it problematic when cars incorporate a great deal of technology from China. Chinese cars are also seen as less of a status symbol than European models (29 vs. 46 per cent).
In a hypothetical car purchase, respondents most often said they would choose Volkswagen or Škoda (21 per cent each). Among the Chinese brands asked about, none received more than 5 per cent. The highest values, at 4 per cent each, were recorded for BYD and Polestar*. “With 40 per cent openness to buying highlighted in the study, rising search queries on AutoScout24 and the general trend towards electromobility, there is much to suggest that Chinese car brands will gain importance on Swiss roads in the coming years,” says Alberto Sanz de Lama, Managing Director AutoScout24 at SMG Swiss Marketplace Group.
Data Basis
On behalf of AutoScout24, a total of 974 people from German- and French-speaking Switzerland were surveyed online between 9 and 25 July 2025 via the representative TX online panel managed by intervista. The survey is representative of the German- and French-speaking Swiss online population aged 18 and over.
* Note: Polestar is a Swedish car brand with majority Chinese ownership and production in China.
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