In the automotive industry, consumers in the UAE and Saudi Arabia exhibit a trust level in Chinese car brands exceeding 70%, nearly double that seen in the US, making the Gulf region a key export market for China. According to the latest research, more than half of car owners in Saudi Arabia and the UAE have a deep understanding of Chinese car brands, significantly surpassing awareness levels in Western markets.
Saudi Arabia stands out globally, with 79% of respondents expressing positive feelings towards Chinese vehicles, while both Middle Eastern countries show trust levels exceeding 70%. These results highlight a regional divide in attitudes toward Chinese automakers: while consumers in the Middle East embrace Chinese brands, only 42% of American consumers express positive sentiments, indicating the highest skepticism towards Chinese cars worldwide.
Maria Talakina, the report's author and director of audience insights at CARMA, stated, “There is a clear relationship between familiarity and positive feelings, and positive feelings correlate with trust levels.” She noted that for Chinese brands, the more people understand what these brands offer, the more open they are to considering them.
The research, which surveyed 250 current car owners and 250 potential buyers in each market, revealed that technological features ranked among the top priorities for car buyers in both Saudi Arabia and the UAE, aligning with the strengths of Chinese manufacturers. Chinese brands were particularly noted for their perceived technological innovation, with over 70% of respondents in both Middle Eastern markets agreeing that Chinese vehicles feature advanced technology. Additionally, brands scored high on affordability, although reliability remains a concern even among current Chinese car owners.
The strong reception in the Middle East comes as Chinese automakers seek to expand their global footprint, with major players like Nio and BYD entering the UAE and Saudi Arabia markets in recent years. Current owners of Chinese cars show significantly higher trust levels, with 91% expressing confidence in Chinese brands compared to just 58% among non-owners.
However, challenges persist; even among current Chinese car owners, 54% agreed with the statement that Chinese cars are “less reliable than others,” indicating that manufacturers still need to address durability concerns for broader market acceptance.
The research pointed out that across all markets, five primary factors drive car purchasing decisions: safety, price, technology, reliability, and fuel economy. Chinese manufacturers seem to have successfully addressed many of these criteria in Middle Eastern markets, particularly concerning price and technology.
The report noted, “Building a positive perception, trust, and a good reputation takes time, effort, and ongoing evidence that transforms into a long-term relationship between the owner and the preferred brand.” The results suggest that Chinese automakers may find their most receptive global audience in the Middle East, where consumer enthusiasm for technological features and greater familiarity with Chinese brands could provide a roadmap for expansion into other markets.
This study is part of CARMA's “Leading Change” series, which surveyed across seven markets including Singapore, Hong Kong, Germany, and the UK, focusing on consumer attitudes towards vehicles from different manufacturing regions, including the US, Europe, Japan, Korea, and China.