69% of Gen Z Buyers Would Consider Chinese Car Brands, Study Shows

The Newest Wave of Buyers

While many U.S. consumers remain hesitant about buying Chinese cars, younger buyers may be more receptive. According to a study from Cox Automotive, 69 percent of Gen Z shoppers said they would likely consider a Chinese brand. Overall, 38 percent of respondents said they would be “extremely or very likely” to cross-shop Chinese brands, while 39 percent said they were “not very or not at all” likely to do so.

This could be interpreted in two ways. First, Chinese cars are often packed with high-tech in-car features, though some innovations — such as the DiSus-X suspension that allows the BYD Yangwang U9 to jump in place — may come off as over-the-top. Still, Gen Z consumers tend to be more inclined toward electric vehicles and even complex technologies compared to older demographics, many of whom prefer a more traditional, analog driving experience.

Second, Gen Z will range from 14 to 29 years old in 2026, meaning many are still in the early stages of their careers. That could make them naturally more drawn to affordable options in the market — an area where Chinese automakers have long positioned themselves competitively.

The Resistance Factor

That affordability, however, is not something many U.S. dealers welcome. The same Cox Automotive study found that only 15 percent of dealers support Chinese brands entering the U.S. market — a stark contrast to the 40 percent of consumers who said they would support the entry. Because Chinese vehicles are typically priced aggressively, their arrival could intensify price competition in the U.S., potentially forcing automakers and dealers alike to adapt their strategies.

For reference, the study is based on an online survey of 802 U.S. consumers who said they expect to purchase a vehicle within the next two years. It was conducted between December 29, 2025, and January 2, 2026.

In terms of brand awareness, the study found that 35 percent of consumers recognize BYD — the highest on the list — followed by Chery (30 percent), Geely (27 percent), Changan (26 percent), and Jetour (25 percent). BYD’s global expansion — including periods in which it has outsold Tesla in electric vehicles — may have contributed to its growing brand visibility.

However, familiarity levels drop significantly, with BYD topping that category at just 17 percent among consumers. Of course, dealers, who closely track market developments, report slightly higher familiarity overall, with BYD again leading at 25 percent.

Consumer Priorities in Focus

Interestingly, only 32 percent of respondents said they would consider a Chinese car for reliability — the lowest-rated criterion, tied with “fun to drive.” By contrast, “good value for money” ranked highest at 49 percent. That isn’t surprising because, as mentioned earlier, Chinese automakers tend to offer competitive in-car features while keeping prices relatively affordable — a combination that younger buyers may find especially appealing.

While the study sheds light on how U.S. consumers and dealers view Chinese brands, the reality is that the market is effectively closed to them. A 100-percent tariff on Chinese-made electric vehicles — along with broader geopolitical tensions and trade restrictions — makes large-scale entry into the U.S. highly unlikely anytime soon.

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