Over the past four years on the Italian market, 18 brands have debuted and another 9 will arrive by 2028. In large part they are Chinese (the last is the Big Xiaomi). The challenge is open.
Among the great challenges that the Italian and European car industry is facing is the arrival or consolidation of new brands on the market, in large part Chinese. The last announcement is from Xiaomi, who confirmed the landing in the old continent with its first models already in 2027. A real invasion, driven by new technologies, by increasingly fierce competition and by the evolution of the consumer less linked to tradition, more difficult to retain because it is continuously stimulated by the news.
A reality with which we already need to deal today and a further problem for the domestic automotive sector that is going through a phase of profound changeaffected by the crisis generated by the ecological transition. The new brands already arrived or will arrive on our streets by 2028 are 27, for 90 percent Chinese of origin and property, according to the elaborate analysis of the Study Center of Quintegia, a Italian research company in great development.
In the last four years, from 2021 to 2024, 18 brands have debuted here and by 2028 another 9 will arrive. But already today, these new houses have conquered a non -negligible slice of the new segment, going from 3.7 percent of the first quarter of last year, to 5.8 of the first quarter 2025.
The situation is more crowded on the European front, where the new arrivals are over 40 (43 to be exact). The situation is therefore very effervescent after long periods characterized by the consolidation of the existing brands and by very few new subjects, in a condition of almost monopoly by the historic car manufacturers. Just think that between 2010 and 2020 only three new groups overlooking the competition: Tesla, Polestar (the sports sector of Volvo, the historic Swedish house today owned by the Chinese of Geely) and Volkswagen-Seat cupra.
The new realities have instead multiplied from the early years of the current decade, in particular with a very strong thrust of the dragon producers. MG, the historic brand of English sports cars, from 2021 owned by Saic, today is worth only 3.6 percent of the Italian market. Byd, who competes with Tesla for the primacy in the production of electric cars, has reached 0.9 percent of sales in our latitudes in a few months of presence. Then there are many still marginal brands, all below 0.5 percent. Names still little known by us, such as Omoda and Jaecoo of the Chery group. Dr Automobili, Italian society with Chinese partnerships, has launched different realities such as EVO, Sportsquipes, Tiger and ICH-X. Lynk & Co belongs to the aforementioned Geely Group, which has been noticed to offer, as an alternative to the purchase, the possibility of renting its model 01 also for short periods. Other groups to mention: EMC (Eurasia Motor Company), Leapmotor (who has an important partnership with Stellantis), Kgmobility (or KGM) and DFSK.
Among the news expected shortly also in Italy there are Onvo and Firefly (Sub Brand of Nio), Denza (luxury according to the Byd group), Vietnamese Vinfast, the revived and relaunched Spanish brand Ebro, once known for commercial vehicles and now engaged in SUVs. To these could also be added the new Turkish Togg.
Of course, in order to consolidate the results, an adequate sales network and after -sales network serves these emerging brands. In Italy, according to a quintegy study, the cars of new houses can already count on over 800 windows and, considering the high growth rate already recorded, the mandates of these new realities are rather coveted. There are more than 400 entrepreneurs-concessionaries who represent the emerging ones in Italy.
And this is because the offensive of the new arrivals is finding important feedback among consumers, in particular among the youngest. The emerging realities, focused on electric vehicles and new technologies, are perceived by the market, increasingly demanding, as bearers of innovation useful to improve the driving experience and comfort. In many cases they have an attractive design and a better quality-price ratio than traditional brands. The data confirm it. Also according to the aforementioned study, 44 percent of buyers declare themselves ready to consider the “debutants”, a percentage that rises to 74 percent among the young born of the Z.
«We must see how much these brands weigh on the market. Most have limited sales », underlines Andrea Cardinali, general manager of UNRAEthe association that brings together foreign car manufacturers who sell in Italy, and says to look at the numbers with caution. «In fact, apart from the big names, which have related to large distributors and for assistance networks, the others struggle. Of course, those who land in Europe are on an equal footing on the software level – if no later than our brands – and there is the cost factor that benefits them. But talking about invasion seems exaggerated to me. Hundreds of brands were born in China, largely subsidized by the government, others of private initiative but many of them are already in crisis. And then in Europe there are still cultural resistances towards Made in China ».
Yet, between lights and shadows, the Chinese avalanche is playing the alarm clock in the European car industry.
