Survey: Less than half of HK and SG journalists confident towards future of Chinese car brands

Over 60% of journalists in the Philippines show confidence towards the future of Chinese car brands, followed by Malaysia (63%). Meanwhile, less than half of journalists in Hong Kong (45%) and Singapore (39%) are confident about it, according to a CARMA report. 

The latest edition of “Driving Change”, explores the familiarity and perception of Chinese car brands across global markets. The study is conducted through an online survey targeting car owners in Singapore, Hong Kong, the United Arab Emirates, Saudi Arabia, Germany, the UK, and the USA. Each market surveyed 250 car owners, and 250 individuals aged above 18 planning to buy a new car in the next 12 months. 

The survey revealed that 60% of global reporting presented positive messages about technology and innovation in relation to Chinese brands.  

While in Asia, only 45% of journalists in Hong Kong are confident towards Chinese car brands, with 27% of them being ambivalent and 7% being skeptical. Meanwhile, 44% of Singapore journalists are ambivalent towards the brands, while only 39% are confident towards them. 

The market where Chinese brands gained the most recognition was the UAE, while media outlets in Hong Kong and Singapore praised established brands for their technological advancements.  

On a global scale, 58% of coverage reported that Chinese car brands were leveraging innovative technology, while established brands had a lower rate of 49%. Chinese electric vehicle maker BYD dominated the technology and innovation coverage by a significant margin. Tesla ranked second, but it lost some of its share of innovation coverage throughout the year as BYD continued to attract media attention with various new technology stories.  

BYD leads in terms of consumer confidence

BMW was also a standout with 41% of its coverage focused on innovation. Hong Kong-based lifestyle outlets contributed to this positioning, with titles such as Hypebeast HK reviewing several of its models.  

Lifestyle media displayed a more favourable view of Established brands. Global variants of Hypebeast and Esquire praised several OEMs and their models, particularly Audi, BMW, and Mercedes-Benz. Strategic collaborations with technology companies helped enhance coverage, as BMW partnered with Paramount+ and Mercedes-Benz collaborated with Sony to improve their in-car entertainment offerings.

Chinese brands received the highest proportion of positive coverage overall, with the greatest number of positive articles coming from automotive trade outlets. BYD garnered praise across various markets, with UAE-based automotive outlets showing the highest levels of positivity towards the brand. This reflects BYD's significant investment in the Middle East.

On the other hand, BYD alone contributes to 36% of the overall confidence in Chinese brands, whereas established brands show a more varied distribution. Notably, Tesla leads among these established brands, garnering 11% of the overall confidence. 

However, Tesla is not immune from scepticism, as multiple outlets reported the brand's first sales decline in over a decade. Concerns also arose regarding Elon Musk's increased involvement in US politics and its implications during the Trump administration. In contrast, global media portray a positive outlook for BYD, emphasising its innovative technological advancements, global expansion, and rapid growth, as evidenced by an impressive sales volume of 4.27 million units in 2024. 

Trust and positivity in Chinese car brands

The survey revealed that there is a 30% gap between markets that show trust and positivity and those markets that are much more conservative towards Chinese car brands. Over 70% of car owners in Singapore show positivity towards Chinese car brands, while 80% of owners show trust in Chinese car brands. Meanwhile, 61% of Hongkongers are positive about Chinese car brands, while 72% show trust in them. 

The US has the lowest proportion of car owners who show positivity or trust in Chinese brands (42% and 48%). The US also has the largest proportion of those who, on the contrary, actively express negativity and distrust towards Chinese car brands. 

The survey also highlighted that price, reliability, and technology are three of the most important factors for consumers when purchasing a vehicle, with 77% of surveyed consumers in Singapore and Hong Kong saying Chinese cars are more affordable than others. 

Meanwhile, 74% of Singaporeans and 49% of Hongkongers feel that Chinese cars feature cutting-edge technology. However, close to 70% of Hongkongers believe Chinese cars are less reliable than others.  

Photo courtesy: BYD's website

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