Automotive
Driving Change – Part 2: Media Perception

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.
Automotive
VOYAH Free Brings Premium Luxury EREV Design to the Emirates

VOYAH has entered the UAE with a clear ambition: to redefine modern mobility for the Emirates. Distributed exclusively by Performance Plus Motors, a homegrown mobility enabler founded in 2021, the brand brings together premium design, advanced technology and sustainable performance. More than a new automotive marque, VOYAH UAE positions itself as both a luxury EV player and a sustainability partner, aligning closely with the UAE’s vision for smart, technology-driven progress.
The brand’s design philosophy is shaped by cultural heritage and harmony with nature. At its heart lies the Kunpeng, a mythical creature from Daoist tradition that symbolises limitless ambition and the pursuit of greatness. This inspiration is reflected in VOYAH’s winged logo and in the flowing light signatures across its vehicles. The result is a design language that blends elegance, balance and innovation, uniting craftsmanship with advanced technology to create a holistic identity for the UAE market.

Leading the charge is the VOYAH Free, an Extended-Range Electric Vehicle (EREV) that embodies the promise of sustainable luxury. With a pure electric range tailored for daily commutes, the Free engages a compact petrol engine only when needed to recharge the battery on longer journeys. Drivers, therefore, enjoy the benefits of electric mobility without being restricted by charging availability, a particularly relevant solution in the Emirates, where infrastructure is developing. By delivering electric-first performance with the reassurance of extended range, the Free removes barriers to adoption and supports the UAE’s Net Zero 2050 Strategy, including the national target for half of all vehicles on the road to be hybrid or electric by mid-century.
Inside, the Free offers a distinctly premium experience. Its cabin features sustainable materials and a tri-screen digital cockpit that pairs next-generation technology with refined design. The spacious layout creates first-class comfort, ensuring that every journey feels both immersive and elegant. Ownership is enhanced with complimentary 1-year car insurance, registration, tinting, and a home wall box charger with installation. Confidence continues long term through 5 years or 100,000 km vehicle warranty, 8 years or 150,000 km battery warranty and 3 years or 60,000 km service contract. Combined with expert after-sales care and customer education, these measures provide an ownership experience that is seamless and reassuring.

VOYAH UAE also seeks to inspire a wider shift towards sustainability in everyday life. Each Free model contributes to reducing transport-related emissions and encourages greener choices among consumers. Intelligent battery management, AI-enabled mobility, advanced safety systems and seamless connectivity all demonstrate how innovation, luxury and responsibility can progress together.
Through the Free model, VOYAH UAE and Performance Plus Motors are introducing more than a car to the Emirates – they are setting new standards for premium mobility. By combining cultural inspiration, extended-range electric innovation and uncompromising craftsmanship, VOYAH presents a vision that is both practical for today and transformative for the journeys of tomorrow.
Automotive
Metadome.ai launches AI Virtual Sales Assistant with Jameel Motors Egypt

Metadome.ai, in collaboration with Jameel Motors Egypt, one of the country’s most prominent automotive distributors, has launched an AI-assisted virtual sales assistant designed to support the entire customer journey — both pre-sales and post-sales.
Jameel Motors, a key player in Egypt’s automotive market, brings decades of expertise in the mobility sector and a reputation for representing some of the world’s most recognized commercial and passenger vehicle brands. Its expansive sales and after-sales network position the company as a trusted name in delivering customer-centric innovation.
As a collaboration between two leading technology innovators, Jameel Motors Egypt is stepping into the future of customer engagement by bringing the power of AI to the showroom floor and beyond. Developed by Metadome.ai, the newly launched virtual assistant provides customers with round-the-clock, real-time support across all digital touchpoints. Whether learning about car models, comparing features, booking test drives, or tracking vehicle delivery, the assistant acts as a knowledgeable and responsive digital partner throughout the pre-sales experience.
More than just a sales tool, the assistant also supports post-sales services. Customers can authenticate themselves, book maintenance appointments, access previous service records, receive live maintenance updates, activate warranties, locate service centers, and request spare parts and accessories. It also delivers automated maintenance reminders and other services that’s helping streamline after-sales support while keeping customers fully informed and connected.
“At Metadome.ai, we’re driven by one simple idea—technology should feel intuitive, human, and helpful. That’s exactly what we aimed for with this product. By combining Jameel Motors deep automotive expertise with our conversational AI capabilities and tech backbone, we’ve created an experience that feels less like a bot—and more like a knowledgeable, always-available assistant,” said Shorya Mahajan, Co-founder and COO of Metadome.ai
The assistant is already live at select Jameel Motors digital touchpoints, with early feedback indicating stronger online engagement, faster response cycles, and increased customer satisfaction.
Tarek Abdullatif, Regional Director Jameel Motors Egypt, stated: “We’ve seen firsthand how digital tools can transform industries. This assistant is more than a chatbot it’s a smart, responsive designed to meet the needs of today’s connected customer.”
He added, “In the coming months, the virtual assistant solution will roll out across Jameel Motors entire network, in Egypt as part of the company’s commitment to innovation and customer-centric service.
Automotive
INEOS AUTOMOTIVE ACCELERATES IN THE MIDDLE EAST WITH 1,000TH VEHICLE DELIVERED AND MAJOR REGIONAL EXPANSION

INEOS Automotive has hit a major milestone in the Middle East, delivering its 1,000th Grenadier 4X4 – just over two years after launching in the region. The rugged British-designed off-roader has quickly gained traction with adventurers, professionals, and off-road enthusiasts alike.
REGIONAL INVESTMENT AND EXPANSION

Building on its fast-growing global footprint, INEOS Automotive is making a bold move and expanding operations across the Middle East and Africa. Leading this next chapter is the newly appointed Head of Region, Dan Balmer – a highly accomplished executive with a CV that spans top roles at BMW, Aston Martin, Lotus, and Rolls-Royce.
Balmer will be based in INEOS Automotive’s brand-new regional headquarters in the Arenco Tower in Dubai’s Media City, where a growing team – including relocated staff from the UK – will drive sales, marketing, aftersales, and the dealer network.
With a strong existing footprint across six countries and seven dealer sites, the company is now gearing up to expand further across the GCC and break into new Middle Eastern and African markets. “The 1,000th Grenadier delivery signifies that drivers across the region are embracing what we’ve built,” said Lynn Calder, CEO of INEOS Automotive. “We’re backing that enthusiasm with serious investment: a new regional HQ, a growing team, and an exciting leader in Dan Balmer, who’s ready to take things to the next level.”

INDUSTRY HEAVYWEIGHT AT THE HELM
Newly appointed regional chief, Dan Balmer, brings deep global expertise and local insight to the role. Having previously led teams in major markets for some of the world’s most prestigious automotive brands, he’s now focused on growing INEOS Automotive’s presence and partnerships throughout the region.
“Hitting this milestone delivery is just the beginning,” said Balmer. “The Middle East and Africa offer huge potential, and I’m thrilled to lead our efforts here – from expanding into new markets to delivering exceptional customer experiences.”
Balmer started his automotive career as an apprentice design technician, and progressed through the ranks at BMW and Rolls-Royce. His first regional leadership appointment was as General Manager Asia Pacific for Rolls-Royce from 2012. Joining Aston Martin in 2014, Balmer led several regional offices, latterly as President of UK, Middle East & Africa. And at Lotus from 2021, he saw success as President and CEO of Asia Pacific, Middle East & Africa, and most recently held the position of President and CEO of Lotus Cars Europe.
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