The Rise of Chinese Electric Vehicles: Global Dominance and Western Influencer Appeal

The Chinese electric vehicle sector has witnessed tremendous growth over the past decade, transforming from an emerging market into the world's largest automotive market and the primary exporter of electric vehicles. In 2024, the market share of battery electric vehicles (BEV) and plug-in hybrid electric vehicles (PHEV) sales in China exceeded 51% of the total automotive market Electrek, with predictions to reach 53% by May 2025 CleanTechnica. Furthermore, Chinese brands captured over 50% of the global EV market share by 2024 Michigan Journal of Economics, confirming their dominance. While a significant portion of new cars sold in China are electric vehicles, this progress remains largely unnoticed in the United States, primarily due to tariffs and laws preventing the sale of cars containing Chinese software. Nevertheless, these vehicles, known for their advanced features and mysterious appeal, have garnered considerable attention from car reviewers on platforms like YouTube and TikTok.

Western Influencers and Their Experience with Advanced Chinese Electric Vehicles

The perception of American influencers towards Chinese cars has radically shifted. Following previous negative experiences with Chinese petrol cars, influencers are now showing great admiration for the tremendous progress achieved by the Chinese industry. As a prominent example, Omar Rana, known as OmarDrives, reviewed the Geely Galaxy E5, a compact electric SUV priced at around $20,000. This car boasts luxury features such as heated, ventilated, and massaging seats, an integrated digital display, a head-up display, reclining passenger seats, and a 360-degree camera. It is difficult to find a car with these features and competitive pricing in the North American market. Rana affirmed that Chinese cars have demonstrated exceptional ingenuity in integrating innovative features to enhance user comfort, such as interactive gesture-controlled screens designed for children.

A large number of influencers have received invitations from companies like DCar Studio, a car trading platform affiliated with Dongchedi, which in turn is owned by ByteDance, the parent company of TikTok. These invitations aim to highlight Chinese electric vehicles and present them to a wide Western audience, even in markets where these cars are not directly available for purchase, such as the United States.

Chinese Companies' Strategy: Leveraging Global Influencer Appeal

Mark Griffin, Professor of Innovation Management and Dean of Asia at IMD Business School, explains that this "charm offensive" strategy aims to collaborate with American influencers. Public opinion in the Western world is still heavily influenced by English-speaking influential figures on social media platforms. This trend contributes to enhancing the global presence of Chinese companies, even if the American market is not the primary target at present.

While American influencers tend to focus on authenticity and independence in their content, Chinese influencers appear to have a different approach. Many Chinese content creators work as employees for major companies like Xiaomi or BYD, and participate in selling products directly through their stores during live broadcasts. It is noteworthy that they receive significantly higher wages than their Western counterparts, where a single vertical video can earn up to $150,000.

Concerns about Transparency and Independence in EV Reviews

This trend raises serious concerns about the level of transparency and independence in online car journalism. Despite some influencers insisting on not accepting any monetary compensation for their reviews, rumors circulate about undeclared payments. Doug DeMuro, one of the most prominent car reviewers on YouTube, pointed to the possibility of some content creators receiving secret funds, while simultaneously asserting that he personally does not accept any compensation from car companies.

Critics argue that this situation could undermine editorial independence and give automakers, especially Chinese companies, the ability to control the narrative and reach massive audiences, while controlling how their products are presented. With the increasing popularity of short-form video content, traditional media platforms face greater difficulty competing, as paid content creators have earlier access to cars and enjoy greater flexibility in controlling their content.

Ultimately, the appeal of Chinese electric vehicles seems to stem from a unique blend of advanced technology, competitive pricing, and the mysterious nature of these vehicles. These factors make them ideal material for viral content that attracts attention, even if they are not yet available in all global markets.