Car duel: China challenges German manufacturers

28.03.2025

On AutoScout24, demand for the Chinese car brand BYD has quadrupled within a year. While German manufacturers are experiencing fluctuating demand, Chinese brands are gaining attention. These developments reflect a shift in user search behaviour.

Despite ups and downs, Mercedes-Benz remained one of the most searched-for brands on AutoScout24 in February 2025, with 9.6 million searches. Similar patterns were seen with Audi (7.4 million searches) and Volkswagen (6.2 million searches). German brands are also strong on the supply side: in February 2025, over 25,000 Mercedes-Benz vehicles were listed on AutoScout24, along with 23,000 Volkswagens, 18,000 Audis, and 6,463 Porsches.

Porsche listings rise after profit slump

After Porsche announced a drop in profits of over 30% in mid-March, the number of listings for the brand on AutoScout24 slightly increased (+1.5%). This marked the highest weekly number of Porsche listings in the past two years. If supply continues to grow, this could lead to falling prices for the premium brand in the coming months. “Economic uncertainties and geopolitical tensions are clearly impacting supply, demand, and prices in the used car market,” says Alberto Sanz de Lama, Managing Director of AutoScout24.

Strong demand for Chinese car brands

While German brands face global market fluctuations, demand for Chinese cars on AutoScout24 continues to rise. In February 2025, BYD was searched for over 87’000 times. Although this is still low compared to Mercedes-Benz, the year-on-year growth is significant. Since February 2024, searches for BYD vehicles have increased by more than 303%. In comparison, Mercedes-Benz recorded an increase of just 7.61% during the same period. Emerging Chinese brands are also gaining visibility. Over the past twelve months, search volumes increased by 82 for Dongfeng, by 7’300 for XPeng, and by 8’875 for Leapmotor. Interest in established brands such as Great Wall Motors and Changjiang remained stable, while searches for NIO declined in favour of newer, up-and-coming Chinese brands. This shows that more and more Chinese manufacturers are gaining traction, giving car buyers a wider range of options.

Despite growing interest, the number of Chinese vehicles available on the Swiss used car market remains low. In February 2025, only 39 BYD vehicles were listed on AutoScout24. One reason for the low presence is that Chinese brands have only recently begun entering the European market, which is now slowly affecting the availability of used models in Switzerland. “There is currently a clear gap between demand and availability – a typical pattern for new brands still establishing themselves in a new market,” says Sanz de Lama.

 

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Data Basis
The analysis is based on search and listing data from AutoScout24 Switzerland. German and Chinese car brands were analysed for the period from 1 January 2024 to 28 February 2025, regardless of body type or drivetrain. For demand data, only searches on autoscout24.ch were considered. The analysis includes both new and used vehicles.

Saskia Iten
PR & Communications Manager
[email protected]

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Marta Andreoni

Head of Design for Automotive

Introduce yourself and your role at SMG

I’m Marta Andreoni, Head of Design at SMG Automotive. I lead the design and UX writing team shaping AutoScout24 user experience. 

In my role, I wear many hats. My main focus is ensuring we stay true to our vision “simplifying people’s lives and connecting humans through innovative digital platforms” and our brand promise, “make it happen”. I challenge my team to think user-first, push for innovation, ease of use for our customers and make forward-thinking decisions, even within business and technological constraints.

 A big part of my role is supporting each designer’s growth, motivation, and career development. Through one-on-one coaching, mentoring, group work, and projects, I help my colleagues set and achieve their goals while fostering new learning opportunities.

What helps you feel empowered and confident in your role?

If I had to mention one thing I would say “being proactive” has been key to feeling more empowered. I enjoy solving problems, so when issues or opportunities arise, be it in the product, market or the team, I get curious and I proactively investigate the reasons and try to bring inputs to be discussed with others, this makes me feel I can be part of the process or solution and my point of view is going to be taken seriously. My optimism also plays a role, giving me confidence that even the most complex challenges can be solved. 

Besides, having trust from other managers and colleagues makes me feel in a safe environment where I can take ownership on topics I’m passionate about. 

What’s one thing SMG does well in fostering an inclusive workplace? What more can be done to amplify and support different perspectives in the workplace?

In my experience, we strive for balancing top-down and bottom-up inputs, ensuring employees can influence product directions, processes, and culture. People are approachable, and our strong feedback culture helps voices be heard. Across SMG, initiatives like regular People & Culture Surveys, topic guilds, and events in our locations across the world foster open exchange and mutual learning.

That said, I’ve noticed that quieter voices sometimes get less space, or interacting with top management can feel intimidating, especially when giving critical feedback. To make participation more inclusive, we could apply more facilitation and group work techniques like structured turn-taking, written input, and smaller group discussions – ensuring everyone, regardless of confidence level, seniority or personality, feels comfortable contributing. 

Design is often about seeing the world differently. How do unique perspectives contribute to more innovative, inclusive, or impactful design?

Design is about understanding diverse user personas and perspectives to create solutions that truly meet their needs or create new opportunities. I believe in the power of collaboration to shape user experiences – bringing together different disciplines, backgrounds, and lived experiences helps challenge assumptions, uncover blind spots, and drive more inclusive, innovative, and impactful solutions.

Looking back on your career, what’s one lesson or piece of advice you wish you had known earlier as a leader in design?

There are three things no one really prepares you for as a design leader: dealing with constant change, facing failure and handling emotions at work. These topics aren’t talked about much until you face them. I was lucky to learn from others’ experiences, but much of it came through my own.

One thing I wish I had understood earlier is the power of emotional intelligence, my job is no longer about the content and the design, it is about people. Self-awareness, not just of your own emotions, but also how others feel and react, can be the difference between conflict and harmony, frustration and clarity. The more I grow as a leader and designer, the more I realise that design isn’t just about doing the design job, delivering solutions on the market: it’s about navigating people, their emotions, and making change more acceptable and transforming issues into opportunities, both within the organisation and through great products.

 

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