CARMA, a leading technology and consulting firm, has released a study on the perception of Chinese car brands across the MENA region and beyond.
The findings highlight that car owners in the Kingdom of Saudi Arabia (KSA) and the United Arab Emirates (UAE) show some of the highest levels of trust in Chinese automotive brands, underscoring the growing influence of these manufacturers in the region.
What is the sentiment and trust toward Chinese car brands?
The report, Driving Change: Are Chinese Automotives Redefining the Global Market?, presents findings from over 1,750 car owners and potential buyers across seven markets: the USA, UK, Germany, Singapore, Hong Kong, KSA, and UAE. The study included equal representation of owners of Chinese car brands—such as Changan, Chery, GAC Motor, Geely, Great Wall, Nio, SAIC, Wuling, and Xpeng—and owners of brands from Korea, Japan, the US, and Europe. Participants were asked to assess Chinese automotive brands in terms of trust, perception, and purchase intent.
Key findings from the MENA region reveal strong consumer confidence in Chinese automotive brands, with 76% of car owners in the UAE and KSA expressing trust. This trust is largely attributed to familiarity, as more than half of respondents in these markets reported a high level of knowledge about Chinese car offerings.
“As familiarity with Chinese brands increases, consumers become more open to considering them, particularly in Saudi Arabia and the UAE,”
said Maria Talakina, Audience Insights Director at CARMA.
How familiar are they with Chinese car brands?
Chinese car brands are gaining recognition for their affordability, advanced technology, and growing trustworthiness. Recent surveys indicate that 72% of UAE car owners and 77% in Saudi Arabia view Chinese cars as technologically advanced, with affordability being a key attraction. However, concerns about long-term reliability persist, as 46% of UAE respondents and 57% of those in Saudi Arabia remain uncertain. Talakina stated,
"Chinese car brands have made significant strides, but they must further establish their reputation for reliability to compete globally."
What is the perception of Chinese car brands?
The MENA region, especially the Gulf, offers significant potential for Chinese automotive brands as demand for tech-driven, value-oriented vehicles rises. With a growing focus on sustainability and the adoption of electric vehicles, brands such as Nio and BYD are well-positioned to expand their market share.
In the UAE and KSA, safety, price, technology, reliability, and fuel economy are the primary factors influencing car-buying decisions. Chinese brands, which emphasize technology and affordability, align well with consumer preferences. However, reliability remains a critical concern, particularly among UAE consumers.
Top 5 criteria of car selection - by market
Part 2 of the Driving Change series will examine media coverage of Chinese automotive brands and its impact on public perception globally and in the MENA region. Stay tuned for more insights into the rise of Chinese automotive brands on the global stage.
