Visiting the 101st Brussels Motor Show was an exciting way to kick off the 2025 automotive show calendar for GlobalData’s sales forecasting team. Electric Vehicles (EVs) were once again the focus of this auto show, as legacy OEMs and Chinese manufacturers both showcased new innovations in hopes of garnering attention and potential sales from the thousands in attendance. World premieres included the Toyota Urban Cruiser, DS No 8, and Mazda 6 EV. In the autonomous driving theme, the Tesla Cybercab was also on display.
Chinese manufacturers showcased a variety of models, reflecting an aggressive push into the European market. Brands such as BYD, XPeng, Leapmotor, Hongqi, BAIC, Chery, Maxus, and others were among those demonstrating a willingness to compete with established OEMs through innovation, affordability, and technology tailored to European preferences. A standout display of technology came in the form of XPeng’s flying car, symbolizing the innovative edge Chinese EV makers bring to the table.


Chinese manufacturers are clearly in position to have a significant growing presence within the European car market. Our forecast sees Chinese brands excelling within the Economy and Non-Premium segments, with BYD, Chery, Geely, and MG leading the way.
BYD’s market share in Europe is projected to reach 4% by 2035 and the Shenzen-based carmaker has lofty ambitions to be the largest Battery Electric Vehicle (BEV) seller in Europe by the end of the decade. At the Brussels Motor Show, BYD’s Seagull and Atto 2 were marketed with competitive pricing, lower than comparable models from legacy OEMs, positioning them to disrupt the European car market.
Our forecast sees Chinese brands facing a much stiffer challenge in the Premium segment. In Brussels, XPeng showcased cutting-edge technology with its G6 and G9, with an upmarket feel to rival the dominant German Premium players. Due to the price premium of EVs, brands in less price-sensitive segments have so far outperformed others with EV sales in Europe. The brand power of the legacy premium OEMs is significant, with reputations built on perceived build quality, residual value, and customer service over the course of decades. Thus, Chinese manufacturers must work out tailored strategies to penetrate the premium market by capturing the attention of European consumers and persuading them to embrace new alternatives. Our forecast sees slower market share growth in the Premium segment by Chinese brands.
The Brussels Motor Show highlighted the contrasting approaches between established OEMs and emerging Chinese manufacturers in the European market. The divide underscores a critical shift in the market: legacy brands are adapting to electrification while capitalising on brand loyalty, whereas Chinese manufacturers are positioning themselves as innovation-led, tech-focused alternatives, aiming to redefine consumer expectations.
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By GlobalDataTraditional OEMs placed a strong emphasis on displaying their full range of EV models. While the focus was undeniably on their advancements in electrification, presentations leaned heavily toward reinforcing their brand identity. For example, Mercedes-Benz highlighted its premium heritage with exclusive displays and concept vehicles. Renault on the other hand, balanced innovation, and accessibility, as its 5 Electric earned “Car of the Year,” further cementing its place as a key player in the market. In addition, Toyota showcased a world premiere, the Urban Cruiser, a crossover-sized SUV.

Although the traditional OEMs showcased their new models in style, we expect to see most legacy brands decline in market share over the next decade. By 2030, the European car market will see a glut of new brands and OEMs will need to compete for market presence amidst an increasing number of competitors from China. We anticipate this pressure will lead to a decline in market share for brands such as Citroen, Ford, and Hyundai.
As competition intensifies, the industry’s trajectory will hinge on how effectively automakers can align with evolving consumer demands, sustainability targets, and new technology. The future of the European automotive market promises to be both transformative and fiercely competitive.
Georgia Lakey and Julian Ponirakis, European Light Vehicle Sales Forecasting Team
This article was first published on GlobalData’s dedicated research platform, the Automotive Intelligence Center.