Chinese brands are winning attention in AI answers and on brand websites at the same time as they win registrations.
In this insight
From three brands to nineteenOne in ten car brand website visitsAnd into registrationsWhat it means for every brand in the marketBenchmark your digital performance in EU5When UK car buyers ask an AI assistant for advice, Chinese brand names are increasingly part of the answer. According to the Sophus3 AI Visibility Index, Chinese car brands' share of AI visibility in the UK has jumped from around 15% in 2025 to almost 25% this year.
From three brands to nineteen
There are now 19 Chinese brands officially on sale in the UK, up from three in 2021. Most of that growth has come in the last two years: seven brands in 2024, 16 in 2025 and 19 in 2026.
One in ten car brand website visits
The visibility is turning into attention. Chinese brands now attract one in ten visits to car brand websites in the UK, up from around 8% at the start of 2025, according to Sophus3 eDataXchange.
And into registrations
The showroom tells the same story. Chinese brands took 15% of UK new car registrations in the first half of 2026, rising to 21% in August, according to SMMT figures.
MG remains the volume leader, with sales up 15% in the first six months of the year, while BYD is up 94% compared with 2025. The latest serious brand to launch, AION Auto UK, has offered an unprecedented eight years of free servicing, MOT, roadside assistance and warranty.
What it means for every brand in the market
- AI answers are now part of the shortlist. If a buyer's first conversation is with an assistant, the brands it names, and the sources it cites, shape who gets considered.
- The competitive set has changed. Benchmarking only against traditional rivals can miss where online attention is actually going.
- Digital share moves before registrations. Tracking share of brand website visits shows momentum early, market by market.
Benchmark your digital performance in EU5
If you are a Chinese auto brand looking to benchmark your digital performance across the UK, Germany, France, Italy and Spain, or an established player trying to understand the new digital landscape, contact us for a free introductory overview.
Adapted from Sophus3's LinkedIn post, September 2026. AI visibility figures from the Sophus3 AI Visibility Index UK; website visit figures from Sophus3 eDataXchange UK; registration figures from SMMT. Charts redrawn from Sophus3 data, with monthly values approximate.
