A global study on the automotive sector by consulting firm Simon-Kucher, conducted in the second quarter of 2025, reveals that “price and value are decisive factors in Portuguese purchases.”

According to the document, Portuguese consumers are increasingly turning to Chinese brands such as BYD and MG, whose rise in Portugal has been meteoric—China's BYD more than doubled its market share between 2024 and 2025 in the period between January and September, with sales soaring 124% in the first nine months of 2025 compared to the same period last year. In the same period, the sector expanded by only 8.75%, according to data from the Portuguese Automobile Association (ACAP).

But the study also reveals areas where Chinese manufacturers need to improve to win over even more consumers. “Affordability is key for everyone, but Portuguese buyers are even more price-focused and demand greater brand confidence and better customer support,” the report concludes.

(Source: Economia Online SAPO, on October 28)