German consumers are placing greater emphasis on price, range, battery reliability and warranty coverage when selecting an electric vehicle to purchase, a new study by Bearing Point has found.
As the study found, while German manufacturers continue to lead when it comes to consumer EV preference, their advantage over international brands is narrowing.
When asked what EV brand consumers would consider purchasing, Volkswagen was the brand most frequently cited, by 31% of respondents, followed by Audi (29%) and BMW (28%). Among respondents that are planning to buy an electric vehicle within three years, BMW ranked first, with 44% of consumer preference, followed by Audi (31%) and Volkswagen (30%).
Notably, BYD was selected by 20% of this cohort, putting the Chinese manufacturer in fifth place, ahead of Kia, Hyundai, Ford, Tesla and Skoda.
Market competition
“The lead of established manufacturers is shrinking, and competition in domestic markets is increasing,” commented Manuel Schuler, global head of automotive at BearingPoint. “The manufacturer’s country of origin is no longer a decisive factor in purchasing decisions. Hard facts and expertise in the field of electromobility must convince customers.”
While most would-be car buyers put emphasis on brand recognition, image and trust in established manufacturers when selecting a vehicle for purchase, EV buyers instead place significance on issues such as vehicle safety, battery reliability and longevity, and driving range, BearingPoint noted.
Factors such as this illustrate BYD’s growing attractiveness, it added, with the brand boasting a high price-performance ratio. According to recent Kraftfahrt-Bundesamt data, BYD registered 12,332 new battery-electric vehicles in Germany between January and July 2026, up from 5,124 during the corresponding period in 2025.
A matter of time
“The crucial question is not whether Chinese manufacturers will catch up with their European counterparts, but how quickly,” Schuler added.
“BYD is already among the most attractive brands for prospective electric car buyers, which is a fundamental prerequisite for successful scaling. Furthermore, high production capacities in China, the weakening domestic economy there, and the expansion of new sales and production facilities in Europe will intensify competitive pressure in the coming years.”
BearingPoint surveyed 2,000 people for its study, including 160 respondents who said they planned to purchase an electric car within the next three years. Read more here.
