Foreign buyers prefer German automobile brands - even when shopping outside their home country - Cars buyers prefer German automakers for electric vehicles, both domestically and internationally.
German electric vehicle brands have established a notable lead in terms of customer trust in quality, both domestically and abroad, according to a BearingPoint survey conducted in the USA, China, France, and Germany. This lead, evident across all markets surveyed, can be attributed to the long-standing reputation for quality that German manufacturers have built over decades, particularly with traditional combustion engine vehicles.
In the battery-electric car segment, German brands outpaced their competitors from other nations, with trust levels varying between three and seven percentage points over the second-placed group. Manuel Schuler, global head of automotive at BearingPoint, stated that this lead gives German manufacturers a "certain head start" when competing against emerging challengers, especially those from China. Customers' trust is influenced by factors such as concerns about the longevity and service reliability of newer manufacturers.
Individual brand preferences fluctuated across markets. For example, BYD led the pack in China, while Honda held the top spot in the USA. In France and Germany, Mercedes-Benz, BMW, and Audi ranked highly in customer trust. On the other hand, BYD underperformed in both Germany and France.
Schuler explained that Chinese manufacturers, while technologically strong, lacked trust in their quality outside their home markets. This observation may help shed light on why they currently hold a low market share in Germany, where none of them reached even one percent by the end of the first quarter of the year.
The survey was based on online interviews with approximately 2,000 respondents in each of the four countries and was conducted in December and January. The findings suggest that German electric car brands command higher trust in quality due to their deeply rooted reputation, established service networks, and perceived reliability compared to newer competitors.
- Efforts could be made to enhance the quality and trust of Chinese electric vehicle brands within the European community by implementing policies that focus on vocational training in automotive technology, finance, and transportation sectors, mirroring the long-standing strategies employed by German manufacturers.
- To further cement their market presence, Chinese manufacturers might benefit from collaborating with German vocational training programs, addressing the concerns about their longevity and service reliability that are currently hindering customer trust.
- Investment in vocational training, particularly in technology and automotive sectors, could provide Chinese manufacturers with the edge needed to close the trust gap, gain industry recognition, and improve their market share, notably in Germany.
