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
ZEEKR SETS GUINNESS WORLD RECORDS™ TITLE WITH THE ZEEKR 7X AT YAS MARINA CIRCUIT, CELEBRATING FIVE YEARS OF INNOVATION

The Zeekr 7X has earned a Guinness World Records™ title for the tightest gap passed through whilst drifting an electric car, successfully passing through a gap with an astonishing clearance of just 25 centimetres.
The record was officially achieved at Yas Marina Circuit in Abu Dhabi, showcasing the exceptional precision, stability, and dynamic control of the Zeekr 7X. The achievement demonstrates the advanced capabilities of Zeekr’s intelligent electric vehicle platform and reinforces the brand’s commitment to engineering excellence and innovation.
The Zeekr 7X’s record-setting performance is underpinned by a combination of advanced chassis engineering and intelligent vehicle control systems. Its front double wishbone suspension delivers exceptional steering precision and responsiveness, faithfully translating driver inputs into accurate vehicle movement. The high-output rear electric motor provides instant, precisely controllable torque, enabling smooth, sustained drifts while allowing fine adjustments to the vehicle’s direction through throttle modulation. Complementing these systems, the Sustainable Experience Architecture (SEA) provides exceptional body rigidity and a low centre of gravity, enhancing stability, balance, and driver confidence under extreme driving conditions.
The record attempt formed the centrepiece of Zeekr’s global celebrations marking its fifth anniversary. Since its launch in 2021, Zeekr has rapidly established itself as a premium intelligent electric mobility brand, continually pushing the boundaries of design, technology, safety, and performance. This latest Guinness World Records™ achievement reflects the brand’s relentless pursuit of innovation and serves as a powerful demonstration of the engineering excellence behind the Zeekr 7X.
“Achieving a Guinness World Records title is a proud milestone for Zeekr and a fitting way to celebrate our fifth anniversary,” said Mr. Mars Chen, Vice President of Zeekr. “The Zeekr 7X embodies our commitment to intelligent engineering, precision, and performance. This achievement demonstrates the strength of our technology and reinforces our ambition to continue redefining premium electric mobility through innovation.”
“This Guinness World Records™ achievement reflects the innovation, precision, and performance that define Zeekr,” said Roberto Colucci, Director of Electric Vehicles at AWR Automotive. “We’re proud to celebrate this milestone and to bring the intelligent technology and advanced engineering of the Zeekr 7X to customers across the UAE.”
The celebration continued on 13 June 2026, when more than 200 Zeekr owners, customers, partners, and members of the UAE media gathered at Yas Marina Circuit to commemorate both the world record achievement and Zeekr’s five-year journey. The event brought together the Zeekr community to experience the brand’s latest innovations and celebrate this landmark moment.
As Zeekr enters its next chapter, the company remains committed to accelerating the future of intelligent electric mobility through cutting-edge technology, exceptional craftsmanship, and customer-centric innovation.
Automotive
UDRIVE CUSTOMERS CROSS 45 MILLION KILOMETRES AS UAE DEMAND FOR CAR SHARING ACCELERATES
Udrive, the UAE’s leading car-sharing platform, has strengthened its mobility network across Dubai, Abu Dhabi, Sharjah and Ajman, as app-based car access becomes a bigger part of how people move across the country. In 2025 alone, Udrive customers have driven more than 45 million kilometres, reflecting rising demand for smarter urban mobility that aligns with the Dubai 2040 Urban Master Plan’s focus on flexible means of transportation.
The growth reflects Udrive’s expanding role as a practical alternative to traditional car rental and private car ownership. The platform now operates a fleet of over 2,000 vehicles and has completed more than three million rentals to date. In 2025, Udrive recorded over half a million trips, while registrations grew by 14% compared with 2024, indicating stronger adoption among customers seeking on-demand access to vehicles.
Residents make up 90% of Udrive’s customer base, showing how car sharing has become part of daily commuting, errands, weekend plans and short-term transport needs. Retention has strengthened, with active customers for 12 months or more rising from 21% to 32%. Growth across shorter-term segments has also supported higher trip volumes and revenue, pointing to sustained adoption among both new and returning users.
Fleet choice has also expanded; Udrive now offers vehicles from Kia, Ford, BYD and MINI, with Toyota, Suzuki, Nissan and Mitsubishi also available on the platform. With the company’s ongoing partnership with AGMC, recent additions include MINI Cooper S and John Cooper Works models, the launch of MINI Convertibles. Udrive has also added hybrid BYD Song and BYD QIN vehicles to its fleet, offering customers premium, lower-emission mobility options.
“At Udrive, our growth is being shaped by customers who want access without the cost and commitment of ownership. Expanding across four emirates and growing our fleet gives residents and visitors the freedom to choose the right car for every journey. Stronger retention shows that flexible mobility is becoming part of daily life in the UAE, while supporting a more practical alternative to private vehicle dependency,” said Hasib Khan, Founder and CEO of Udrive.
As part of its wider network growth, Udrive has added new Business Zones in Dubai, Sharjah and Ajman, extending coverage across almost every area within its operating network. This gives customers more flexibility to pick up and end trips across key residential, commercial and lifestyle districts, supporting everyday journeys across the UAE’s major urban centres.
Through the Udrive app, customers can locate, book and unlock a vehicle in minutes, with flexible rental options by the minute, hour, day, week or month. The service is designed around convenience and transparency, with zero deposit, no paperwork, office visits or delivery fees, and inclusive benefits such as free fuel and parking.
As the UAE’s mobility needs continue to evolve, Udrive will focus on deeper coverage, stronger fleet variety, and partnerships that improve access to flexible transport across the country. The company’s growth strategy is centred on making shared mobility easier to use, more widely available, and more relevant to how residents move across cities every day.
The expanded Udrive network is now live on the app. Customers can open the map, find a nearby car, choose the rental option that fits their journey and start driving in minutes.
Automotive
Udrive customers cross 45 million kilometres as UAE demand for car sharing accelerates
Udrive, the UAE’s leading car-sharing platform, has strengthened its mobility network across Dubai, Abu Dhabi, Sharjah and Ajman, as app-based car access becomes a bigger part of how people move across the country. In 2025 alone, Udrive customers have driven more than 45 million kilometres, reflecting rising demand for smarter urban mobility that aligns with the Dubai 2040 Urban Master Plan’s focus on flexible means of transportation.
The growth reflects Udrive’s expanding role as a practical alternative to traditional car rental and private car ownership. The platform now operates a fleet of over 2,000 vehicles and has completed more than three million rentals to date. In 2025, Udrive recorded over half a million trips, while registrations grew by 14% compared with 2024, indicating stronger adoption among customers seeking on-demand access to vehicles.
Residents make up 90% of Udrive’s customer base, showing how car sharing has become part of daily commuting, errands, weekend plans and short-term transport needs. Retention has strengthened, with active customers for 12 months or more rising from 21% to 32%. Growth across shorter-term segments has also supported higher trip volumes and revenue, pointing to sustained adoption among both new and returning users.

Fleet choice has also expanded; Udrive now offers vehicles from Kia, Ford, BYD and MINI, with Toyota, Suzuki, Nissan and Mitsubishi also available on the platform. With the company’s ongoing partnership with AGMC, recent additions include MINI Cooper S and John Cooper Works models, the launch of MINI Convertibles. Udrive has also added hybrid BYD Song and BYD QIN vehicles to its fleet, offering customers premium, lower-emission mobility options.
“At Udrive, our growth is being shaped by customers who want access without the cost and commitment of ownership. Expanding across four emirates and growing our fleet gives residents and visitors the freedom to choose the right car for every journey. Stronger retention shows that flexible mobility is becoming part of daily life in the UAE, while supporting a more practical alternative to private vehicle dependency,” said Hasib Khan, Founder and CEO of Udrive.
As part of its wider network growth, Udrive has added new Business Zones in Dubai, Sharjah and Ajman, extending coverage across almost every area within its operating network. This gives customers more flexibility to pick up and end trips across key residential, commercial and lifestyle districts, supporting everyday journeys across the UAE’s major urban centres.
Through the Udrive app, customers can locate, book and unlock a vehicle in minutes, with flexible rental options by the minute, hour, day, week or month. The service is designed around convenience and transparency, with zero deposit, no paperwork, office visits or delivery fees, and inclusive benefits such as free fuel and parking.
As the UAE’s mobility needs continue to evolve, Udrive will focus on deeper coverage, stronger fleet variety, and partnerships that improve access to flexible transport across the country. The company’s growth strategy is centred on making shared mobility easier to use, more widely available, and more relevant to how residents move across cities every day.
The expanded Udrive network is now live on the app. Customers can open the map, find a nearby car, choose the rental option that fits their journey and start driving in minutes.
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