Dave Cantin Group’s 2025 Midyear Market Outlook Report continues to generate industry attention, with Forbes highlighting one of our most striking findings about changing consumer attitudes toward Chinese vehicles.
Forbes covered our report showing that 40% of U.S. consumers would consider buying a Chinese-made vehicle if it was 10% cheaper than other options. This is a big change from previous years and shows how high prices are changing what buyers care about when choosing cars.
Nearly half of American consumers being open to Chinese vehicles shows bigger trends found in our 2025 Midyear Market Outlook Report. Price is now more important than brand names, with buyers feeling the squeeze as 52.1% owe more on their cars than they’re worth. Consumers are clearly focusing more on getting good value rather than sticking with what they’ve always bought.
Our data also shows that 75% of dealers think a Chinese car company will start selling in the U.S. within the next 12 months, which means industry professionals see this consumer interest as a real business opportunity. As high prices continue to challenge both buyers and the industry, we expect to see more big changes in how the market works, with the Chinese vehicle interest being just one sign of how much affordability problems are changing the car business.
Read the full coverage on Forbes.