CARMA, a leading technology and consulting company, has released the second part of its “Driving Change Series” study, shedding light on the growing media confidence surrounding Chinese automotive brands in the MENA region and beyond.
The findings suggest that Chinese brands are earning significant trust in global media, with particularly strong support in markets such as the UAE, Malaysia, and the Philippines.
Media confidence on the rise
The analysis, which examined 12,000 media articles from January 1, 2024, to January 31, 2025, found that over 60% of articles in the UAE, Philippines, and Malaysia reflected a positive view of Chinese automotive brands. These positive sentiments were aligned with key consumer purchasing factors such as price, reliability, and technology – elements that Chinese brands, particularly BYD, are increasingly praised for.
BYD, in particular, emerged as a leader in positive media coverage, with over 1,100 articles positioning the brand as an innovator, more than double the coverage of other Chinese brands such as Geely and Xpeng. This trend suggests that BYD’s success is playing a significant role in shaping the positive narrative surrounding Chinese automotive brands.
Price, reliability, and innovation driving growth
The report highlights that Chinese brands are generally receiving favorable media coverage in relation to pricing, reliability, and technology. This aligns with consumer preferences, where these factors were found to be the most important when purchasing a vehicle.
Articles in the MENA region, especially in the UAE, have further fueled this perception, with media focusing on the technological innovations of Chinese brands, including BYD’s significant investment in cutting-edge technology. Notably, BYD’s inclusion in the Dubai Police fleet, due to its advanced features, was widely covered.
Focus on technology and innovation
A key theme across global media coverage was Chinese automotive brands’ emphasis on technology and innovation, with 60% of media articles highlighting these strengths. The coverage also explored global automotive trends such as tariff impacts, technology collaboration, and the rise of Software Defined Vehicles (SDVs), as well as the increasing influence of social media platforms like YouTube and TikTok on car-buying decisions.
In the MENA region, Chinese brands were often portrayed as leaders in innovation, particularly in the UAE, where 75% of articles highlighted their technological advancements. This growing presence is helping reshape the perception of Chinese automotive brands across the Middle East.
Saudi Arabian confidence in Chinese brands
The study also noted high confidence in Chinese automotive brands within Saudi Arabia, where media narratives focused on the competitive advantages of pricing, reliability, and technological features. This reinforces the notion that Chinese brands have identified a successful formula for growth in the region, despite challenges in the global automotive industry.
The third installment of CARMA’s “Driving Change Series” will provide an in-depth case study on BYD, exploring the brand’s remarkable rise and continued success in global markets. As Chinese automotive brands gain traction, the MENA region continues to play a significant role in shaping their global perception.
tanvir@dubainewsweek.com
