Chinese brands are especially appealing to Hyundai and Kia drivers in Germany.

Image: Kia

Chinese automakers are gaining market share in Germany, according to Automotive News, by attracting customers away from European, Japanese, and Korean brands. Owners of Hyundai and Kia vehicles in particular are showing willingness to make the switch.

Current industry data supports this trend, reports the portal. In the first half of 2026, Chinese brands accounted for 3.8 percent of new car registrations in Germany, up from 2.2 percent in 2025. With overall market demand remaining stagnant, any increase comes at the expense of established manufacturers.

A survey by market analyst Deutsche Automobil Treuhand (DAT) shows that almost half of Korean car owners would consider a Chinese model when buying a new car next time. Among every fifth owner, the willingness to switch is even clear-cut. Interest in Chinese manufacturers is also rising among owners of Japanese brands: Nearly a third of car owners are open to choosing a Chinese brand, while only about 12 percent see switching as an absolute option.

Owners of German brands are much more skeptical. Only about one in four drivers of a German car can imagine switching. More than 30 percent rule this out completely.

Martin Weiss, head of vehicle evaluation at DAT, sees Hyundai and Kia customers’ willingness to try new models as nothing surprising. Korean and Chinese manufacturers would target the same customer base. “Korean brands have long been seen as affordable,” he explained. “They had to compete against established Japanese and German rivals. As a result, their customers are generally more willing to try something new—as long as the price is right.”

To retain existing customers and attract new ones, Kia is placing greater emphasis on products that enhance the brand image and customer experience. Benedikt Bucher, head of sales for Germany at the brand, told Automotive News that lasting success comes from relevance to customers, not from short-term price incentives.

Also interesting

About the author

Thomas Langenbucher is an expert in electromobility with professional experience in the automotive industry and finance sector. Since 2011, he has been covering electric vehicles, sustainable technologies, and mobility solutions for ecomento.de. Learn more.

Reader interactions