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
2025 NISSAN X-TRAIL FIRST DRIVE REVIEW: THE JACK OF ALL TRADES
Amalsha VS
An All-You-Need Package:
QUICK TAKE
The 2025 Nissan X-Trail is a competent midsize SUV that offers an impressively balanced blend of space, comfort, features, performance, and efficiency.
Shiny Bits
- Exceptionally feature-packed
- Excellent all-round performance
- Appreciably capable off-road
- Smooth connectivity features
Rough edges
- Cramped third row
- Limited boot space behind the third row
MODERN, AESTHETIC & CHARACTERFUL
The current-gen Nissan X-Trail takes a sharper exterior approach compared to the previous generation’s smoother, more curvaceous design language. Although not as boxy as the earlier generations, I personally think the latest X-Trail has a bit more character than its immediate predecessor. It blends in well while standing out just enough not to be an NPC-looking generic modern SUV. And the model we drove, garbed in Boulder Gray Pearl, perfectly adhered to this design philosophy.
FAST & FUN ENOUGH FOR ON-ROADING AND SOFT-ROADING

The 2025 Nissan X-Trail offers a striking combination of everything you would expect from a midsize SUV.
Looking at the X-Trail’s evolution since its inception, it has evidently transitioned into a softer version after each generation. But this time, we felt that it has travelled back to its “Tough Gear” roots, reviving a bit more of its original prowess in tackling minor sessions off the paved path. Hence, we found the new X-Trail performing admirably at whatever we threw at it, ranging from the hectic Sharjah-Dubai commute to speed bursts on some trails, although nothing like proper dune bashing in the desert.

The 2025 Nissan X-Trail is powered by a 2.5-liter naturally aspirated four-cylinder motor, mated to a CVT transmission, pushing out a respectable 181 horsepower and 244 NM of torque. These figures are competent enough, and the transmission is tuned well-enough to deliver satisfying kicks without ever getting stuck in the stagnancy of the “rubber band effect” often associated with CVT transmissions. The all-wheel-drivetrain does a respectable job in delivering confident and dynamic handling on and off the tarmac. However, if you’re seeking something that can deliver decently hardcore off-roading abilities, you should consider the bigger, bolder, Nissan X-Terra.
Highway-cruising at 160 kph is effortless as a breeze, with no stability issues or crosswind scares whatsoever.
There are five drive modes to choose from, namely Auto (the equivalent of Normal/Comfort for Nissan), along with ECO, Sport, Snow and Off-Road. Auto mode redeems its identity by delivering an evidently noticeable shift in the way the X-Trail behaves under different driving conditions and styles. Efficiency is impressive in ECO mode, and still respectable in Sport mode, which unlocks the full potential of the X-Trail. 0-100 kph took just above the 8-second mark in our testing, and highway-cruising at 160 was effortless as a breeze, with no stability issues or crosswind scares whatsoever.
WELL-BUILT WITH ALL THE COMFORT AND TECH YOU’LL EVER NEED

The interior of this midsize Nissan turned out to be more plush and comfy than we expected. Although there are both five-seater and seven-seater variants available, we would call it a 5+2-seater in real world conditions and recommend the third-row to be reserved for kids. The seats are well cushioned with plenty enough electrical adjustments provided, especially if you’re obsessed with finding that perfect driving posture like some of us. The second row too is decently spacious, with enough space for three adults without sacrificing headroom or legroom.
It is more than practical enough for families & luxurious enough to deliver a wow factor each time you step into it.
Another point to note is the presence of enough physical, tactile buttons. I personally consider this a blessing in today’s world where automakers tend to cram everything into a single, lifeless touchscreen screen or even worse, assign them to touch-sensitive buttons.

PLENTY OF TECH FEATURES
A pair of 12.3-inch screens are provided, one as the central infotainment touchscreen and the other as the instrument console. A head-up display which lets you glue your eyes onto the road and wireless charging are also features offered as standard in the top-end trims.
Among the abundantly provided tech features, we were the most impressed by the effortless wireless smartphone connectivity offered via both Android Auto & Apple CarPlay. Specifically this part which some might not consider as a pivotal aspect because we have faced issues with wireless connectivity, particularly with Android Auto in much more luxurious vehicles, some that even cost more than double the X-Trail.
Effortless wireless smartphone connectivity is offered via both Android Auto & Apple CarPlay.
Some other praiseworthy bits in the X-Trail include all the driver-assistance features you would expect in a modern car, including a rearview mirror that doubles up as a camera screen that doesn’t obstruct the view of the driver.
FINAL FIRST IMPRESSIONS

The 2025 Nissan X-Trail offers a striking combination of everything you would expect from a midsize SUV. It is more than practical enough for a family and luxurious enough to deliver a wow factor every time you step into it. From the driver’s seat it is playful and confidence-inspiring, enough to put a smile on your face whether it be on the road or on a mild trail. Overall, it is one of the most ideal machines for the region, in terms of size, segment, and performance, offering a versatile and all-inclusive personal mobility solution.
FAQ
Yes, the 2025 Nissan X-Trail is available in the UAE through authorized Nissan dealerships across the region.
The 2025 Nissan X-Trail is available in both five-seater and seven-seater configurations. The seven-seater variant functions as a 5+2-seater.
The 2025 X-Trail is powered by a 2.5-liter naturally aspirated four-cylinder engine producing 181 horsepower and 244 Nm of torque, paired with a CVT transmission.
The 2025 Nissan X-Trail accelerates from 0 to 100 km/h in just over 8 seconds.
Yes, the 2025 X-Trail features wireless connectivity for both Apple CarPlay and Android Auto, providing seamless smartphone integration.
Yes, the 2025 X-Trail is capable of soft-roading and minor off-road adventures with its all-wheel-drive system and dedicated Off-Road drive mode, though it’s not designed for hardcore dune bashing.
The X-Trail offers five drive modes: Auto, ECO, Sport, Snow, and Off-Road, allowing drivers to optimize performance for different conditions.
Automotive
Emarat unveils GCC’s first EV Service Center at ‘Al Buhaira’ station in Al Barsha
Emirates Petroleum Company PJSC (Emarat), a pioneer in the UAE’s oil and gas industry, has opened its 158th service station with the launch of “Al Buhaira” in Barsha South, expanding Emarat’s presence in New Dubai and introducing the region’s first dedicated Electric Vehicle Service Center.
The EV Service Center is being launched in collaboration with EVS – Electric Vehicle Services LLC under a Memorandum of Understanding (MoU) that aligns EVS’s expertise in EV maintenance and diagnostics with Emarat’s Lube Express network and service standards. As outlined in the MoU, the collaboration will establish co-branded “EVS Express Service Bays” within designated Lube Express facilities, with EVS managing daily operations and Emarat providing the in-station footprint, utilities and customer-flow integration; a pilot phase will run at Barsha South (Dubai), Nahrawan (Dubai) and Muwafjah (Sharjah).
Reflecting Emarat’s new brand identity, Al Buhaira station has been designed as a high-convenience destination offering motorists and nearby residents fuel, fresh food, car care and everyday retail in a single, easily accessible location. Situated on Al Barsha South Street, the station operates 24 hours to serve residents, schools, clinics, last-mile fleets and commuter traffic across New Dubai.
H.E. Ali Khalifa Al Shamsi, Chief Executive Officer of Emarat, said:“Al Buhaira marks two milestones for Emarat: a flagship addition to our New Dubai network and the GCC’s first Electric Vehicle Service Center. By partnering with EVS and integrating EV quick-service within our Lube Express model, we are extending Emarat’s promise of safety, quality and convenience to every driver—regular or electric—while supporting the UAE’s clean-mobility agenda.”
Al Buhaira station offers Special 95, Super 98, E-Plus 91 and Gas Oil, along with a Freshplus convenience store, Bakeria & Café Arabica, on-site car wash facilities, Lube Express, and a dedicated fast food offering that will open soon.
Ali Bin Zayed Al Falasi, Chief Retail Officer and Senior Vice President of Marketing at Emarat, said:
“Our vision has always been to evolve alongside our customers—anticipating their needs and redefining convenience in every journey. This site embodies that vision, blending fast access, reliable car care, and quality food and retail into one seamless experience. The new EV Service Center takes it a step further, offering future-ready diagnostics and quick service for EV owners, delivered with the same HSE excellence and efficiency our customers trust. We’re growing ever closer to our community, enhancing how they move, connect, and experience Emarat every day.”
Saeed Aljunaibi, Founder & CEO of EVS – Electric Vehicle Services LLC, said: “This collaboration with Emarat represents more than a milestone, it’s the beginning of a new era for EV ownership. EVS is building a global network that makes electric mobility effortless, combining expertise, technology, and accessibility in one ecosystem. Our goal is simple: to become the world’s most trusted name for everything related to electric vehicles, where drivers find complete solutions no one else has yet achieved.”
The station is now open to the public. Further EV quick-service rollouts under the Emarat–EVS collaboration will be announced as new locations come online.
Automotive
GM’S SUVS REFLECT ASPIRATIONS OF A CHANGING MIDDLE EAST AMID STRONG Q3 SALES
General Motors continues to be a dominant player in the full-size SUV landscape in the Middle East, powered by its world-class vehicles from Chevrolet, GMC and Cadillac, as well as a growing base of youth, recording a rise of 28% year-over-year (YoY) in third quarter sales compared to 2024.
Reinforcing GM’s influence in the region’s evolving mobility market, this growth is bolstered by GM’s full-size SUV lineup comprising the bold Chevrolet Tahoe and Chevrolet Suburban, the capable GMC Yukon, and iconic Cadillac Escalade. Emphasizing the region’s dynamic appetite for powerful, premium and tech-forward vehicles, in September 2025, GM Middle East’s top growth markets were Saudi Arabia, the UAE, and Kuwait.
Furthermore, the company’s commitment to customer satisfaction goes beyond the showroom. GM Middle East continues to witness consistent growth in repeat aftersales customers with a 33% rise over the last 5 years, indicating trust and loyalty among our customers. In fact, GM Middle East stocks hundreds of thousands of spare parts, sourcing for the entire Africa and Middle East region through its global network of suppliers. Surpassing industry benchmarks, GM supports regional dealerships with a fill-rate above 95% for fast-moving parts, year after year. This operational excellence ensures GM customers across the Middle East experience minimal downtime and maximum confidence.

GM has also rolled out over-the-air (OTA) vehicle software updates—powered by its in-vehicle pioneering connected technology OnStar—across connected markets in the GCC*. This marks a major step in GM’s digital evolution, enabling seamless software enhancements and connected services for customers.
Beyond product and tech, GM’s deep understanding of the regional market is driving success across multiple consumer segments, where evolving demographics are reshaping ownership trends. Traditional dominance by GCC nationals continues to grow with rising interest from Asian expatriates choosing GM’s full-size SUVs as symbols of success and lifestyle elevation. In addition, female ownership is growing, especially in the UAE and Qatar. Plus, a generational shift is happening with customers aged 20 to 29 emerging as a powerful force in the market, especially for models like the Chevrolet Tahoe and Cadillac Escalade.
Commenting on these major milestones Jack Uppal, President and Managing Director for GM Africa and Middle East said: ” Driven by a new generation of customers and a bold shift in mobility expectations, our full-sized SUVs from Chevrolet, GMC and Cadillac reflect the progressive identity of the Middle East and tech-focused vision. Meanwhile, the growing influence of expatriate customers on our iconic brands signals a shift in regional dynamics, and a demand for powerful, premium, and connected vehicles. Moreover, with innovations like Super Cruise coming soon to the region, GM remains focused on bringing meaningful, customer-driven technology to market and leading the way in advanced driver assistance and personal autonomous capabilities.”
Model Highlights: Tailored Appeal Across Segments
- Chevrolet Tahoe is gaining momentum among younger Saudis and remains a favorite among Emiratis, reflecting its deep-rooted brand loyalty and multi-generational appeal.
- GMC Yukon continues to resonate with middle-aged South Asian buyers in Saudi Arabia while maintaining strong appeal among GCC nationals, reinforcing its reputation as a trusted and versatile choice.
- Cadillac Escalade is expanding its reach with a diverse ownership base that includes Indians, Pakistanis, British, and wider Middle Eastern buyers. Its premium positioning is striking a chord with younger Saudis and Qataris, who are embracing luxury with confidence and pride.
The evolving ownership landscape in the Middle East marks a pivotal moment for the brand. Strong repeat ownership, rising appeal among expatriate communities, and growing female engagement all point to a deepening connection with Chevrolet, GMC and Cadillac.
Looking ahead, GM Middle East is on track to launch a diverse range vehicles across all propulsions. For Chevrolet, this includes the new Captiva, and the upcoming Captiva EV/PHEV family, as well as performance icons like the Corvette ZR1 and ZR1X. Cadillac will expand its luxury EV offering with the highly anticipated VISTIQ, the ESCALADE IQ, and the ultra-luxury CELESTIQ—each a testament to GM’s commitment to innovation and excellence.
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