June 2026 MBS Vehicle Experience Survey
Welcome to the June edition of the Momentum by CAR Series! In this issue, we dive into the insights from our June 2026 MBS Vehicle Experience Survey.
With Chinese automakers seeing a 72% increase in global market share since 2020, our recent MBS Demo Day revealed a striking truth: firsthand exposure to vehicles like the Xiaomi YU7 shifts consumer perceptions and increases purchase interest.
Read on to see why features, connectivity, and direct experience might matter just as much as geopolitics in shaping the future of the U.S. auto industry.
Seeing is Believing: Exposure increases consumer interest in Chinese vehicles and raises the stakes for the U.S. auto industry
By Lisa Krusemark, Research Scientist
Global sales of Chinese-branded vehicles are growing rapidly, with the impact being felt across the global market. As the U.S. grapples with the potential for Chinese-branded vehicles to enter the North American market, it is unclear whether consumer interest will follow. On the one hand, consumer perceptions of Chinese vehicles may be influenced by broader geopolitics and the desire to protect American jobs within the cornerstone auto industry. On the other hand, China’s 72% increase in global automotive market share since 2020 highlights the remarkable rise of its automakers and their growing influence on the global industry.
In a market where vehicle prices are steep and user experience and connectivity are differentiators in a growing sea of feature-rich vehicles, Chinese automakers may have found the key to peak current consumer interests.
Given that U.S consumers may have limited firsthand exposure to Chinese-branded vehicles, their ultimate market reception remains to be seen. During CAR’s MBS Demo Day, consumers had the opportunity to experience the Xiaomi YU7, a Chinese-branded vehicle. Only 20% of attendees had previous experience riding in a Chinese-branded vehicle. The experience made a difference, with consumer purchase interest increasing following the ride. Attendees were particularly impressed by the vehicle amenities, digital integration, ride quality, performance, and finishes.
CAR’s findings show that firsthand experience improved perceptions and purchase interest by nearly 40%, suggesting that future market acceptance may depend as much on exposure as on geopolitics or brand origin. The U.S. auto industry may view Chinese vehicles as an existential threat, but it remains to be seen whether consumers feel the same way.
The question remains: If Chinese-branded vehicles become available in North America, will the consumers follow? Seeing is believing, and it may be that the vehicle experience overcomes concerns about brand or domestic loyalty.
