Chinese challenger brands are gaining visibility with in-market buyers, a trend highlighted by Autotrader’s latest data showing five Chinese models have taken spots in the top 10 most enquired about new cars in July. The MG S9 leads the pack with a 5.8% share of new car enquiries on the platform, followed closely by the MG HS at 3.5% and the Jaecoo 7 with 3%. In total, five Chinese-brand models appeared in the top 10, including the Jaecoo 5 ranking ninth with a 1.6% share and Chery’s Tiggo 8 completing the list with 1.5%.
Autotrader data points to an increasingly competitive new car market as the September plate change approaches. At the brand level, MG led overall new car rankings with a 13.3% share of enquiries, ahead of BMW on 10.2% and Audi on 7.9%. Jaecoo and Chery also appeared in the top 10, ranking sixth and ninth respectively. The Autotrader report notes that while these figures point to rising buyer interest in specific Chinese models, they should not be read as evidence of a wider market shift at the same scale.
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The mix of fuel types tells a slightly different story. MG is the most-enquired electric brand in July to date with a 9.7% share. European, Korean, and US manufacturers still account for seven of the top 10 electric models, including Renault, Kia, BMW, Hyundai, Audi, Ford, and Tesla. At the model level, the Renault 5 E-Tech Electric leads the electric rankings with a 5.5% share of enquiries. The Jaecoo 5 ranked second among electric models with a 4.2% share, followed by the BMW iX3 with 3.9%. Ford’s Explorer and Hyundai’s Iinster completed the top five.
Autotrader’s head of new car, Bex Kennett, noted that the market is becoming increasingly competitive. “The latest data points to a new car market that is becoming increasingly competitive as we approach the September plate change,” Kennett said. “Chinese-brand models are gaining traction, with five appearing in our July top 10, but it’s important to keep that in context. Established brands continue to account for a significant share of demand, particularly in electric, where the rankings remain highly competitive.”
The SMMT released figures earlier this month revealing that Chinese car makers have registered more than double the number of new cars in the first half of the year compared to the same period in 2025. Of the 1.13 million cars sold between January and the end of June, almost 175,000 were from Chinese car brands. This equates to 15% of the total and represents a year-on-year growth of 121% for Chinese brands, in a market that was up by just 9%.
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For the average consumer browsing a dealership lot, this surge in Chinese registrations suggests a wider selection of budget-friendly options is finally hitting the road. While the top-tier luxury segment remains dominated by established European names, the sheer volume of new inventory from Chinese manufacturers means buyers have more choices than ever before when negotiating a deal. This creates a dynamic environment for shoppers looking for value.
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