Auto Shanghai 2025: Chinese manufacturers set new standards – Carwow survey shows differentiated perception in Germany

Auto Shanghai 2025, one of the world's most important automotive trade fairs, has opened its doors since 23.04 and provides an impressive outlook on the future of mobility. Carwow CEO Philipp Sayler von Amende will be on site and will describe his impressions of the first day of the trade fair – characterised by technological innovation and the dominant presence of Chinese car manufacturers.

These developments are also of great relevance for the European market. Against this background, Carwow has taken a closer look at the perception of Chinese automotive brands in Germany. Current surveys from April 2025 show that while brands such as BYD, Nio and Xpeng are increasingly gaining awareness, there are still considerable reservations among potential car buyers.

"Innovation is encountered at every turn" – Impressions from the trade fair

"The speed of change in the automotive world is literally tangible here in Shanghai," reports Philipp Sayler from Amende. "Fast-charging technologies, larger batteries, advances in assisted and autonomous driving – innovation is encountered at every turn. Particularly impressive is the large number of new models, many of which are revised shortly after their original market launch."

A clear picture is also emerging beyond the exhibition halls: "Local brands such as BYD, Aito, Zeekr, Xpeng and Nio now dominate the streetscape – Western brands are visibly receding into the background. This dynamic will also change Europe."

A major difference to previous market entries: "Chinese manufacturers are planning to invest specifically in aftersales structures, brand building and marketing before they start selling. That's a new quality."

Growing awareness, but also restraint – results of the Carwow survey

A recent Carwow survey from April 2025 with over 1,000 participants shows that BYD has the highest level of awareness among Chinese brands at 73%, followed by Nio at 43% and Xpeng at 35%. At the same time, however, only 42% of respondents said they were considering buying a vehicle from a Chinese brand – a clear signal of a trust gap that still exists.

Established German brands continue to score points, especially in the areas of aftercare and service: 42% of respondents expressed concerns about the service and workshop network of Chinese brands – an area in which established German manufacturers have traditionally been strong. Data protection concerns at 23% and lack of brand awareness at 30% were also cited as hurdles.

A new competitive pressure – and a clear positioning

"Against this backdrop, the German automotive industry is responding to growing competition with a mixture of respect and strategic vigilance," said Sayler von Amende. "While recognizing the innovative strength of Chinese competitors, quality, safety and decades of engineering remain key strengths of the established manufacturers."

The market dynamics will continue to intensify, as other successful Chinese brands such as Chery with its sub-brands Omoda and Jaecoo as well as Changan are preparing to enter the market. Xiaomi, Huawei and LiAuto are also showing ambitions in the automotive sector.

Appeal to politicians and the industry

"We see this not only as a challenge, but also as an opportunity – for more competition, innovation and customer-oriented offerings. At the same time, the current situation underlines the need for fair trading conditions and a level playing field. For a sustainable future, we need a balanced industrial and trade policy that enables innovation and at the same time protects domestic jobs and value creation," sums up Philipp Sayler von Amende.