Key facts
- Chinese automakers are pitching technology-centric luxury vehicles to European consumers.
- Brands like Avatr and Denza are showcasing advanced features and rapid charging.
- Xpeng's European sales more than doubled in the first eight months of 2026.
- Zeekr's European sales more than tripled in the first nine months of 2026.
- Avatr plans to enter Spain, Britain, and Denmark in 2027.
Chinese automakers are increasingly targeting Europe's lucrative premium car market, betting that advanced technology and features will appeal to buyers over traditional brand heritage. Brands such as Changan's Avatr and BYD's Denza are showcasing vehicles at the Paris car show with features like advanced driver-assistance systems, rapid charging, and enhanced comfort.
While established German luxury brands like BMW, Mercedes-Benz, and Audi have decades of heritage, Chinese manufacturers are emphasizing "intelligent luxury." Xpeng, which launched in Europe in 2020, has seen its sales more than double, and Zeekr's European sales have tripled in the first nine months of 2026. Avatr plans a gradual European expansion starting in 2027.
Despite the growing presence, industry experts note that building credibility in the European premium segment takes time and persistence. European automakers are closely monitoring the newcomers, while some, like Bentley, express confidence in their own heritage-based luxury.