Growing interest in Chinese cars among US consumers, especially younger buyers

A Cox Automotive study reveals 38% of US consumers would consider Chinese car brands, with 69% of Gen Z open to them. Price is a key driver, but reliability concerns remain.

Author: Diana Degtyareva

03:23 28-02-2026

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Interest in Chinese cars is slowly growing in the United States, despite existing tariff and regulatory barriers. A Cox Automotive study reveals that 38% of American consumers would consider buying a Chinese brand if such vehicles became available for sale.

Younger buyers are especially open to new players. Among Generation Z, 69% said they would be willing to look at Chinese brands. Meanwhile, 40% of all respondents support their entry into the American market.

BYD emerged as the most recognizable brand—35% of respondents had heard of it, but only 17% consider themselves true experts on the marque. Dealers show a more cautious stance: just 15% support allowing Chinese cars onto the market.

Price remains the key factor driving interest. 68% of consumers expect Chinese cars to be cheaper than models currently available in the U.S., and 49% anticipate a favorable price-to-features ratio. However, only 32% of those surveyed feel confident about reliability.

Based on a survey of 802 potential buyers, the research points to a potential niche for affordable electric vehicles. Yet future momentum will hinge on regulatory policy and the willingness of dealer networks to work with new brands.