In four years, 21 new brands, 90% oriental, conquer the market with technology and more accessible prices. Meanwhile, new incentives for electric are arriving: vouchers until funds run out by June 2026
Revolution in the Italian automotive market. In four years, from 2021 to 2025, 21 new automotive brands have landed in our country, 90% Chinese, by origin or ownership. And the number could exceed 30 by 2028. An entry that has already marked the first effects: their market share has gone from 0.4% in 2021 to 6.6% in August 2025. Behind it is the question of prices, cheaper. But there is also a change of mentality, a new way of seeing the car, technology and so consumers are “moving”.
Italian car market: the rise of new oriental brands is not just a question of prices
According to the study “Emerging brands and new orientations of dealers and consumers in the automotive sector” conducted by Quintegia for AutoScout24 and MY PR, the success of the new oriental brands can be explained by a combination of three key factors: value for money, advanced technology and growing attention to electric and hybrid mobility. These brands, among which BYD, MG, EVO, Omoda & Jaecoo and Sportequipe stand out, have positioned themselves in the C and D segments, dominated by electric SUVs and plug-in hybrids. With list prices between 30 thousand and 60 thousand 20-30% lower than their European competitors, they have made consumers’ entry into electric vehicles more accessible. But price alone is not enough to explain the trend. Modern design, advanced infotainment systems and the promise of a more technological driving experience are attracting young people in particular. According to the investigation 44% of Italian motorists now consider purchasing an oriental brand, with an increase of 3% compared to 2024. Openness grows exponentially among owners of electric cars (68%) and reaches 74% among young people from Generation Z, confirming a profound cultural change. The reason? 91% of those interviewed indicated the quality/price ratio as a decisive factor, followed by technology (43%) and interest in more sustainable mobility solutions. However, resistance remains: lack of awareness of the brand (69%), doubts about reliability (39%) and the still limited assistance network (38%) are the main obstacles to purchasing. The typical customer? He is a private individual between 45 and 59 years old, with an average monthly income between 1,200 and 3,500 euros.
And dealerships don’t do it differently. Today, eight out of ten dealers continue to represent traditional brands, but almost half (46%) have already included at least one emerging brand in their portfolio. Why? For the quality/price ratio (80%), the growth potential (58%) and the lower initial investment (52%). However, the brand’s authority remains a weakness, recognized by only 2% of operators, compared to 70% attributed to historic brands.
The electricity market in Italy: numbers and incentives from 15 October
Despite the growth in supply, the Italian electricity market continues to move at a slow pace compared to the European average. In the first eight months of 2025, fully electric cars (BEVs) accounted for just over 4.5% of registrations, compared to a European average of more than 11%. Also pushing the market was the new bonus for electric carsoperational since October 15, 2025. Interested parties must access the platform managed by Sogei, register and upload the required documentation: self-certification of residence in an FUA, ISEE certificate, personal data and license plate of the vehicle destined for scrapping. Businesses must also attach information relating to tax and corporate requirements. Once the procedure is completed, the system will generate an electronic voucher valid for 30 days. This voucher will be presented at the dealership, where it will be validated upon signing the contract: the seller will upload the transaction data to the platform and apply the discount directly to the purchase price, then receiving the reimbursement from the Ministry. However, pay attention to the timing: if the voucher is not used within the 30 days provided, it automatically lapses and the resources return to the general fund. Scrapping must take place simultaneously with the delivery of the new electric car, with certified demolition within one month. The platform will remain active until June 30, 2026, the deadline for completing registration and signing the contract, provided that the available funds do not run out before.
