Western electric vehicle manufacturers can no longer rely on traditional ‘badge appeal’ to maintain their market dominance as drivers become more open to Chinese EV brands.

Almost four in 10 UK consumers agree that some Chinese EVs match or exceed in quality compared to Western alternatives

The latest edition of OC&C Strategy Consultants’ Global Automotive Disruption Speedometer Report finds that Chinese carmakers are achieving hard-fought parity in both price and vehicle quality in buyers’ eyes.

The fifth edition of the study draws on responses from more than 8,000 drivers across nine countries and reveals that vehicle buyers are placing greater weight on monthly affordability and the deal offered.

Across the survey, 44% of consumers agree that some Chinese EVs match or exceed in quality compared to Western alternatives. Positive perceptions reach 48% in both France and Italy, 38% in the UK and 35% in Germany.

Among consumers open to buying an EV, 13% would pay more for an equivalent Chinese model than for one from an established Western manufacturer, while 40% would pay the same. In the UK, the equivalent figures are 10% and 35%.

The structural market shift is already visible in brand consideration. Across the EU average, 18% would consider a Chinese EV brand, compared with 16% for a US EV brand.

OC&C concludes that Western OEMs can no longer rely on brand loyalty alone. As product and price gaps narrow, the report recommends differentiating through advantages that are harder to replicate, including established service networks, aftersales support, financing capabilities and dependable depreciation and disposal channels.

Nicholas Farhi, partner at OC&C Strategy Consultants, said: “Consumers are changing what they value, how they research and which brands they will consider when buying a car. Reliability remains essential, but monthly affordability and the deal offered carry considerably more weight than they did two years ago. At the same time, AI is moving into the discovery process and Chinese EV brands are gaining credibility on quality as well as price.

“For OEMs, retailers, marketplaces and automotive service providers, the response needs to be equally joined up. Businesses need to make the full monthly economics of ownership easier to understand, ensure their product and inventory data can be surfaced by AI, and compete across the whole ownership experience rather than relying on badge appeal alone.”

The Global Automotive Disruption Speedometer launched in 2019 and is now in its fifth edition. The 2026 study was conducted before the H1 2026 Middle East conflict and therefore does not reflect any temporary or permanent change in electric vehicle preferences resulting from changes in oil prices.

The full report is online here.