The 2026 Paris Motor Show confirmed China's offensive: around 50 Chinese brands are now sold in Europe, and Asian manufacturers are rapidly gaining market share. The show served as a prime showcase, with several models making their European debut—a sign that China is targeting all segments.
o Segment strategy.
BYD illustrates the most comprehensive strategy: the Dolphin G (4.16 m, plug-in hybrid, ~105 km electric range, made in Szeged, Hungary) is its first model designed specifically for Europe and directly challenges the hybrid Clio and Yaris; the Atto 8, a large 7-seater SUV that is 100% electric, relies on Flash Charging technology (10-70% in 5 minutes); Denza, its premium subsidiary, is moving upmarket with the Z9 GT (up to 1,156 hp ) and the Z supercar (1,604 hp , €156,000).
o Attack on the B/C segments through price.
Chery (Q at ~€20,000, Tiggo 4 against the Dacia Duster), Leapmotor (B03X at €23,400, ~€10,000 under the e-2008, with the Stellantis lever) and Omoda 4 (under €30,000, against the Austral and the 3008) are battling on price/equipment ratio against the European generalists.
o The premium and very high-end segments.
Zeekr (7X at €53,000-€63,000, 7GT estate at ~€45,000, 9X at ~€120,000), Xpeng (G9L focused on AI and assisted driving, cheaper than the Ioniq 9) and the BAW 212 (diesel off-roader at €45,000, much cheaper than a Defender) are targeting Audi, BMW, Mercedes, Lexus and even Land Rover.
o Signs of Europeanization.
Two key trends are emerging: local production—Geely will produce the Starray and E5 alongside the Kuga at Ford’s plant in Valence starting in 2027 to circumvent import taxes, and the future Kuga is expected to use the Geely platform—and the strength of Chinese automakers in their declining domestic market (Xpeng, Zeekr, and Lynk & Co are looking to Europe as a source of growth).
In summary, the 2026 Motorshow marks a shift: Chinese automakers are no longer content to simply import models designed for China; they are designing for Europe (Dolphin G), setting up manufacturing operations there (Hungary, Spain), covering all segments from €20,000 to supercars priced at €173,500, and beginning to form alliances with European automakers themselves (Renault-Geely for the Grand Koleos, Stellantis-Leapmotor, Ford-Geely, and Nissan-Chery). Head-to-head competition is now global—in terms of pricing, technology, and manufacturing.
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