By Paige Lingwood, Insights Consultant, CARMA

The global automotive industry is undergoing a major transformation, sparked by geopolitical pressures, the rise of new Chinese competitors, supply chain vulnerabilities, and changing consumer preferences. This report analyzes online media responses to Chinese automotive brands and their impact on established global competitors throughout 2024.

Key Objectives

This analysis examines the tonality towards Chinese brands versus established brands, identifies positive and negative attributes, explores leading trends driving coverage peaks, and assesses confidence levels and skepticism in the industry’s transition.

Methodology

The study analyzed a representative sample of 12,000 articles from January 2024 to January 2025 across 15 markets including Brazil, China, France, Germany, Italy, Japan, Malaysia, Philippines, Saudi Arabia, Singapore, Spain, UAE, UK, and USA. Media outlets were selected based on automotive industry relevance, including specialist outlets, news sources, lifestyle media, and technology publications.

Industry Landscape

Chinese brands now dominate the global electric vehicle market, accounting for seven of the top 10 positions in global EV seller rankings. BYD stands out as the leading performer, with plug-in deliveries increasing 58.2% year-on-year, representing 26.1% of all EV sales in 2024. Despite this rise, established brands maintain command over global passenger car sales, with Tesla’s Model Y (1.09 million sales) and Toyota Corolla (1.08 million sales) leading 2024 sales.

Top Industry Trends for 2025

1. Tariffs Dominating Discussion
Tariffs emerged as a major issue in 2024, with the EU enforcing new import tariffs up to 45% on Chinese EVs in October. US tariffs on Chinese imports and President Trump’s reciprocal tariffs affecting over 180 countries continue driving media coverage. The “Detroit 3” (General Motors, Ford, Stellantis) face the most significant impact due to their North American operations.

2. Deeper Tech Collaboration
With Chinese brands driving rapid innovation, traditional automakers can no longer thrive independently. Notable collaborations include Toyota-Tencent, Renault-Cerence, Nissan-Baidu, Stellantis-Mistral, and Volkswagen-Horizon Robotics. These partnerships are evolving into deeper relationships, acquisitions, or mergers.

3. Autonomous Driving and Software-Defined Vehicles
By 2025, 60% of newly sold cars will feature autonomous driving capabilities like adaptive cruise control and lane-assist. Software-defined vehicles (SDVs) represent a seismic shift, with over-the-air updates and enhanced safety becoming major selling points.

4. New Audience Engagement
Brands adapt through influencer marketing and YouTube strategies, with 80% of car buyers influenced by YouTube content during their purchase process. The Consumer Electronics Show (CES) has emerged as a key automotive showcase, eclipsing traditional auto events.

5. TikTok’s Emerging Role
While TikTok accounts for just 4% of potential car buyers, brands focus on the platform for Gen Z influence. TikTok released new automotive advertising formats in February, positioning itself as a full-funnel platform for the industry.

Key Findings

Media Perception Alignment
Chinese brands receive characteristically low criticism and high positive coverage on crucial factors like pricing, technology, and reliability. This aligns with consumer research showing price, reliability, and technology as key purchase decision factors.

BYD’s Dominance

BYD leads share of voice with double the coverage volume compared to brands like Geely, Volkswagen, and BMW. The brand generates 41% of all positive Chinese brand coverage, with 37% of BYD’s coverage being positive versus 30% for Chinese brands overall and 24% for established brands.

Innovation Leadership

Close to 60% of media coverage reported Chinese brands utilizing innovative technology compared to 50% for established brands. UAE-based media contributed significantly to this positive technology focus, elevating Chinese brand perception in the Middle East.

High Confidence Levels

Media express high confidence and low skepticism toward Chinese brands overall. Brands like Haval, Wuling, Zeekr, and Chery showed the highest confidence proportions, while Chrysler, Volkswagen, SAIC, and Tesla received the most skeptical coverage.

Coverage Trends Throughout 2024

The period between April and May marked a turning point as Chinese brands gained higher share of voice for the first time. This trend reversed from September when established brands captured attention with financial results and forecast cuts.

Tariff discussion peaked mid-year as the US quadrupled charges for Chinese imports, with 25% of tariff coverage occurring in July alone. Battery Electric Vehicles dominated both media coverage and global EV sales, driven by debates on tariffs and pricing wars between Tesla and BYD.

Consumer Decision Factors

Price, reliability, and technology received positive Chinese brand coverage across multiple markets. Onboard technology emerged as a clear advantage, facing minimal criticism. The US Information Technology & Innovation Foundation reported Chinese EV brands are 30% faster at developing and launching new models compared to established brands.

BYD secured nearly double the innovation coverage volume compared to Tesla, while BMW achieved 41% innovation-focused coverage. Globally, 58% of Chinese brand coverage highlighted innovative technology versus 49% for established brands.

Media Confidence Analysis

Journalists globally express confidence toward Chinese brands’ future, with limited outright skepticism. BYD alone contributes 36% of overall Chinese brand confidence, while Tesla leads established brands with 11% confidence contribution.

The Philippines displayed highest confidence in Chinese brands, particularly GAC, while UK and Saudi Arabia contributed nearly 30% of global skepticism, primarily focused on tariff expansion impacts.

Conclusion

Chinese automotive brands, led by BYD, are successfully redefining industry dynamics through positive media positioning aligned with consumer preferences. The synergy between earned media coverage and consumer decision factors indicates a winning formula in the competitive landscape. As the industry continues evolving through technological advancement, regulatory changes, and shifting consumer behavior, the ability to adapt, collaborate, and connect with audiences will determine success.

The rise of Chinese brands represents more than market disruption—it signals a fundamental transformation in how automotive companies approach innovation, technology integration, and consumer engagement in an increasingly digital and environmentally conscious marketplace.

Amalsha VS
Automotive Integrator

Genesis has gracefully evolved into a veritable luxury brand that now consistently manages to deliver awe-inspiring products. Over the last decade, the luxury arm of Hyundai has polished and enhanced every aspect of its auto-making prowess, that many of their cars are now easy recommendations. The Genesis Electrified GV70 is one of those admirable products, and us because we were at the right place at the right time, were able to drive one around for a couple of days, just enough to get a taste of what Genesis has cooked up on electricity.

Design and Exterior Styling of the 2025 Genesis Electrified GV70: A Head-Turner Indeed!

In a world of bland-looking electric capsules, the Electrified GV70 stands out for its flashy yet tasteful design language.

The Electrified GV70 looks pretty much identical to its petrol-powered sibling, and one without an eye for it might not be able to spot the difference at a glance. Which is a good thing because EVs don’t necessarily have to be shaped like a computer mouse, just for the sake of achieving superlative aerodynamics. Hence, in a vast modern world with a considerable number of bland-looking electric capsules, the Electrified GV70 stands out for its flashy yet tasteful design language.

2025 Genesis Electrified GV70 Performance: Swift, Sharp & Sure-Footed

The Electrified GV70 is not just fleet-footed on straight lines, but also appreciably stable during high-speed cornering.

Although visually, the Electrified GV70 didn’t emanate the vibe of a performance-oriented SUV, once I slotted it into Sports mode, it didn’t fail to impress me. This electric crossover is powered by two electric motors nestled into the front and rear axles, capable of producing a maximum combined output of 483 horsepower (in Boost mode) and 700 nm of torque. An all-wheel drivetrain transmits all that vigor to all four wheels, enabling the Electrified GV70 to reach 100 kmph speeds in less than four seconds.

During our testing, we found the EV consistently delivering this pace, even after multiple consecutive 0-100 runs. The Electrified GV70 is not just fleet-footed on straight lines, but also appreciably stable during high-speed cornering. Road manners is exceptional for an SUV weighing almost two and a half tonnes (2,285 kgs), except for the brake pedal feel, which was considerably inconsistent across drive modes and different regen settings. Keeping this minor hiccup aside, I would say the Electrified GV70 is one of the best sleeper EVs we have experienced in recent times.

2025 Genesis Electrified GV70 Range: Doesn’t Induce Range Anxiety But Still Leaves Us Wanting More

The Electrified GV70 draws energy from an 84-kWh battery pack, which on a full charge provides a range of around 400 km. Genesis claims that charging up this battery pack from 10 to 80% takes less than 20 minutes. While the charging speed is more than enough, I wish a range of 500+ km would have entirely eliminated range anxiety for me, considering the average long-distance drives we frequently take across the UAE, to and fro neighboring emirates.

2025 Genesis Electrified GV70 Interior: Comfy, High-Class & Tech-Laden

Air conditioning in EVs is considerably superior to traditional ICE vehicles

Every nook and corner of the cabin is made up of desirable elements and sheathed in high-quality, soft-touch materials. The seats are heated, ventilated, and shrouded in natural leather, while the front seats also offer electric adjustability. Another often overlooked comfort factor specific to EVs is the consistency of their air-conditioning. Unlike petrol-powered cars, there isn’t a need for the compressor to be running at a particular speed or the car to be driven at a specified pace; air conditioning in EVs is considerably better compared to traditional ICE vehicles. This was evident in the Electrified GV70, as it kept our heads cool during the three days of testing in the UAE’s harsh summer heat. Overall, this compact luxury electric SUV is one of the best in its class, when it comes to ride comfort, interior quality, and easily ticks all the boxes in the comfort sector.

Tech features are abundant inside the Electrified GV70. The instrument console is a digital unit with a 3D visual effect that displays all the vital information in a legible and appealing format. The central infotainment touchscreen is a massive 14.5-inch OLED unit, which can also be operated via a rotary dial located conveniently in the center console. Although some might consider this a last-generation feature, we found this helpful when we found ourselves too lazy to reach for the touchscreen located above the dashboard. Another exceptional feature is the optional Lexicon-branded 15-speaker audio system in our test unit, which delivered a crisp and professional-grade auditory experience.

Final First-Impressions: Understated Excellence

The GV70 Electrified hides the finesse of a high-performance SUV under the flamboyance of the luxury and comfort it offers.

We found the Genesis Electrified GV70 to be one of the most underrated offerings in the sea of EVs currently on sale in the UAE. It hides the finesse of a high-performance SUV under the flashiness and flamboyance of the luxury and comfort it offers. But we looked beneath it and found a gracefully comfy EV that can switch character to a quick and capable, driver-satisfying (although not ardently enthusiastic) EV. Hence, for us, the Electrified GV70 stands out as one of the finest electric SUVs on sale in the UAE

FAQ

NIO, a global leader in premium smart electric vehicles, sets a new benchmark in intelligent mobility in the Middle East. With a full-stack suite of smart computing, software, and sensing technologies, all NIO vehicles are purpose-built for performance, safety, and adaptability.

At the heart of NIO’s digital intelligence is ADAM, its advanced central computer cluster, capable of processing high-performance tasks in real time, including autonomous driving operations and intelligent cockpit engagement. Banyan, NIO’s proprietary operating system, powers seamless user interaction with adaptive learning, continuous enhancements via OTA (over-the-air) updates, and an intuitive, user-friendly interface that evolves with the driver’s preferences.

Supporting this digital ecosystem is Aquila, NIO’s super sensing system equipped with 33 high-performance sensing units, including LiDAR, radar, cameras, and ultrasonic sensors, offering 360° environmental awareness and precision driving feedback.

Completing the intelligent package is NOMI, the in-vehicle AI assistant that brings a human touch to technology. While built on advanced AI, NOMI is designed to interact with empathy – learning the driver’s habits, moods, and routines to personalize the in-car experience and create a more natural, conversational interface.

True to NIO’s design philosophy, each vehicle follows NIO’s Design DNA of Pure, Human, Progressive and Sophisticated. Exterior styling draws inspiration from the purity of aerodynamic efficiency while delivering progressive silhouettes that exude elegance in motion. Inside, NIO vehicles are crafted with premium tactile materials, customizable ambient lighting, and ergonomics designed for driver and passenger harmony. Every detail, from seamlessly integrated screens to intuitive controls, reflects a commitment to a functional and sophisticated human space.

Manufactured with rigorous standards, NIO’s lineup delivers smooth ride quality, structural integrity, and uncompromising safety, validated by 5-star Euro NCAP safety ratings across many of its products.

Available in the Middle East, NIO’s electric lineup include the flagship six-seat EL8, the dynamic coupe SUV EC6, and the sleek, mid-size sedan ET5. Each of these models have been engineered for local conditions, including enhanced AC compressors to tackle high temperatures and locally configured software to optimize performance in desert environments. The driving experience is elevated further through standard luxurious features such as ventilated massage seats, a 7.1.4 Dolby Atmos sound system, a panoramic glass roof, and hidden air vents, all meticulously designed to reflect understated opulence.

Setting NIO apart is its Battery Swapping technology, a game-changer for EV users in the region. In as little as three minutes, drivers can swap a depleted battery for a charged one, ensuring minimal downtime and maximum convenience. This service is backed by NIO’s expanding Power Swap Station infrastructure, integrated with the NIO App for effortless scheduling and vehicle management.

Beyond the car, the NIO ecosystem, including NIO House, NIO Power, and the NIO App offers a lifestyle experience that blends community, tech, and sustainability. Whether it’s accessing exclusive lounges, booking a swap session, or exploring vehicle features, every touchpoint is thoughtfully designed around the user.

“Our vision goes far beyond electric vehicles. We are building an intelligent, premium, and user-centric ecosystem that reimagines what mobility can be. With our in-built tech, NIO is bringing not just products, but a new paradigm of smart, luxurious, and sustainable transportation, said Mohammed Maktari, Chief Executive Officer of NIO MENA.

As the Middle East accelerates its transition to clean energy and digital infrastructure, NIO stands ready to shape the future, where intelligent vehicles become platforms for personal expression, efficiency, and global innovation.