Cars, Italy looks East: growing interest in new Eastern brands
44% of Italian motorists consider an eastern brand for their next purchase. Confidence and curiosity about new players from Asia are growing
The Italian automotive market is undergoing a phase of profound transformation, driven by the massive arrival of new eastern brands - mostly Chinese - that are rapidly gaining space and attention. 21 new brands entered the market between 2021 and 2025, a figure set to exceed 30 by 2028. Their share has risen from 0.4% in 2021 to 6.6% in August 2025, a sign of an evolution that is now structural.
Research conducted by Quintegia for AutoScout24 entitled 'Emerging brands and new dealer and consumer orientations in the automotive sector' analyses the phenomenon, highlighting consumer perceptions and the role of dealers in the spread of these new brands.
Italians begin to appreciate Chinese brands
The most relevant data concerns the growing openness of the Italian public: 44% of motorists consider an Eastern brand for their next purchase, an increase of 3 percentage points compared to 2024. The interest rate rises to 68% among electric car owners and reaches 74% in Generation Z.
The best-known brands are Byd, Mg, Evo, Omoda & Jaecoo and Sportequipe, which stand out for their modern design, advanced technology and competitive positioning. Value for money is the main purchasing factor (91% of respondents), followed by technological innovation (43%). However, barriers remain related to low brand awareness (69%) and doubts about product reliability (39%), as well as limited service network coverage (38%).
From the dealers' point of view, the market appears to be in a transitional phase. Eight out of ten dealers still represent traditional brands, but almost half have already included at least one emerging brand in their portfolio. The main motivations are value for money (80%), growth potential (58%) and low initial investment (52%). The typical customer identified by dealers is a private individual between 45 and 59 years of age, with an average income (EUR 1,200-3,500 per month), who is looking for a technological but affordable car.
