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As Chinese automakers ramp up exports and explore paths into North America—often via Mexico and other production hubs—U.S. policymakers are responding with steep tariffs, investigations, and growing scrutiny around data security and trade. Yet while the political and regulatory climate is heating up, data from the 2025 Harris Poll AutoTECHCAST study shows something more nuanced on the consumer side: many Americans are open to Chinese brands, especially younger generations and key political segments.
Below, we explore how U.S. consumers view Chinese automakers today, and what’s driving both curiosity and caution.
Consumers Are Open to Learning More About Chinese Automakers
Automakers in China are producing new models that are relatively inexpensive and rich in in-car and EV technology. They are exporting more vehicles now than in the past—and many are eyeing a longer-term presence in the U.S. market under their own brands (e.g., SAIC, Dongfeng, BYD).
In this context, we asked: “If Chinese automakers could expand to the U.S. market and offer vehicles under their own brands, how likely would you be to consider doing the following?
- Personally consider purchasing
- Seek out information to learn more about them
- Show support for Chinese automakers more broadly”
Across the market, sizable shares of Americans indicate openness to Chinese automakers, suggesting that consumer sentiment is not as closed off as current policy debates might imply.
Download the full report to learn more about the perspectives of over 10,000 current vehicle owners and provides an in-depth assessment of a wide assortment of emerging automotive technologies.
Download the 2025 AUTOTECHCAST
Partisan Differences: Rising Openness Across Party Lines
Even as Chinese EVs face tariffs exceeding 100% and intense scrutiny from U.S. officials, a notable share of Americans across the political spectrum say they would consider buying a vehicle from a Chinese automaker.
Among U.S. adults:
- 43% of Republicans probably/definitely would consider purchasing a vehicle from a Chinese automaker (up from 39% in 2024).
- 55% of Democrats probably/definitely would consider purchasing a vehicle from a Chinese automaker (up from 50% in 2024).
What this suggests:
- Openness is increasing year-over-year among both Republicans and Democrats, despite escalating trade tensions.
- Democrats are more likely than Republicans to say they would consider a Chinese automaker—but both groups show meaningful levels of interest, reflecting an underlying consumer calculus that often weighs price and technology against geopolitics.
As policymakers and regulators focus on questions of national security, trade fairness, and industrial policy, consumers are simultaneously weighing their own practical considerations in a high-price auto environment.
Generational Story: Younger Americans Lead the Way
Political identity is only part of the story. Generational differences are just as important.
Younger Americans—who have come of age with global brands, rapid tech innovation, and more flexible attitudes toward “country of origin”—are especially open to Chinese automakers compared to older cohorts.
While exact percentages vary, the pattern is clear:
- Gen Z and Millennials are most likely to say they probably/definitely would consider purchasing from a Chinese automaker; are more open to EVs, new in-car technologies, and alternative brands in general; and are more likely to say they would seek out information to learn more about Chinese brands.
- Gen X shows moderate openness, sitting between younger and older generations, often balancing practical considerations (price, features) with longer experience in the U.S. auto market.
- Boomers are least likely to say they would consider a Chinese automaker and exhibit higher skepticism around quality, data security, and long-term support.
In other words, tomorrow’s buyers are more open than today’s. As Chinese automakers explore ways to enter or expand in North America, the age profile of openness matters: younger consumers represent the long-term demand curve.
Why Consumers Would Consider Chinese Automakers
When we focus specifically on those who say they would* consider purchasing from a Chinese automaker, a few themes stand out:
Top Reasons to Consider
- Affordability vs. Established Brands – Chinese brands are perceived as relatively inexpensive compared to many U.S., European, and Japanese competitors. In an era of high vehicle prices and rising monthly payments, cost is a powerful motivator.
- Appeal of Technology and Innovation – Many consumers are drawn to EV capabilities, in-car tech, connectivity, and advanced features offered by Chinese models. For tech-forward buyers, the potential for more features at a lower price is compelling.
- New Models and Fresh Design – There is interest in fresh model lineups, especially among younger consumers who may feel less attached to legacy brands and more open to experimenting with new entrants.
Together, these factors underscore the core dynamic: Affordability and technology attract U.S. consumers to Chinese automakers.
(*Base: Among those who would consider purchasing a vehicle from a Chinese automaker.)
Download the 2025 AUTOTECHCAST
Why Other Consumers Remain Hesitant
Not all Americans are ready to embrace Chinese automakers—and among those who say they would not consider purchasing, a different set of concerns dominates.
Base: Among those who would not consider purchasing a vehicle from a Chinese automaker
Top Reasons Not to Consider
- Data Security, Quality, and Reliability Concerns – Some Americans worry about thesecurity of vehicle data, as well as the perceived quality and durability of Chinese vehicles. Media coverage about data access and connectivity has heightened these concerns.
- Uncertainty Around Regulations, Tariffs, and Support – With ongoing debates about tariffs, investigations into EV imports, and potential restrictions on Chinese-connected vehicles, consumers express unease about future service, resale value, and regulatory risk.
- Geopolitics and National Security – Broader tensions between the U.S. and China shape consumer perceptions. For some, geopolitical alignment and national security issues are enough to rule out Chinese brands entirely, regardless of price or features.
These findings support the other half of the story: Geopolitics and trust create hesitation around Chinese automakers.
What This Means for the Auto Industry and Policymakers
As Chinese automakers scale production, extend exports, and explore routes into North America, the U.S. policy environment has become increasingly defensive:
- Tariffs on Chinese-made EVs and vehicles have climbed dramatically.
- U.S. officials have signaled concern over potential “backdoor” entry via third countries or nearshoring strategies.
- Data security and connectivity are emerging as central regulatory questions for connected vehicles of all origins.
Yet, U.S. consumers are not uniformly aligned with the most restrictive positions. Instead, they are balancing:
- Financial pressures in a high-cost auto market
- Excitement about technology and innovation, wherever it originates
- Concerns about security, reliability, and geopolitical risk
Younger generations and more globally oriented segments are particularly open to Chinese brands, even as many remain cautious.
For automakers, policymakers, and industry stakeholders, this creates a complex landscape:
- Automakers and dealers must understand how perceptions of country-of-origin, price, and tech shape consideration—especially among younger consumers.
- Policymakers and regulators face a consumer base that may welcome lower-cost, tech-rich options, while they weigh industrial, security, and trade priorities.
- U.S. and non-Chinese brands competing in EV and tech-forward segments must recognize that Chinese automakers are not just a geopolitical issue—they are a real reference point in the minds of U.S. consumers.
About the Study
The 2025 Harris Poll AutoTECHCAST study, How Consumers Feel about Auto Industry & Technology, explores how Americans view emerging technologies, automakers, and the evolving vehicle landscape. This brief focuses on consumer attitudes toward Chinese automakers, including:
- Likelihood to consider purchasing from a Chinese brand
- Willingness to seek out more information and show support
- Key reasons driving consideration and hesitation
- Differences by political affiliation and generation
For more information about this research or to discuss custom insights for your organization, please contact The Harris Poll.
