The Celestial Empire is no longer just knocking on the door of the European automotive market - it has literally knocked it down. According to the latest data from the research company Dataforce, published by Bloomberg, the share of Chinese manufacturers on the Old Continent hit a historic high of 9.5% at the end of 2025. This tectonic shift in the industry marks a symbolic victory, as for the first time, Chinese brands have managed to overtake their established Korean competitors in sales within a single quarter.
The fuel behind this unprecedented rise is the aggressive dominance in the electrified vehicle segment. While traditional European giants are still adjusting their strategies, Chinese hybrids and electric cars are winning over buyers with an excellent price-to-technology ratio.
The breakthrough in Southern Europe is particularly impressive - countries such as Spain, Italy and Greece, as well as the traditionally conservative UK market, have proven unexpectedly hospitable to new players. Experts admit that the flexibility of consumers in these regions has exceeded even the boldest predictions, especially when it comes to the transition to batteries.
The numbers speak for themselves: the share of Chinese models in the purely electric segment has doubled in just one year, reaching 11% in 2025. However, this expansive growth is not accidental. Squeezed by the oversaturated domestic market in China and high tariffs in the US, manufacturers from the Celestial Empire are directing all their resources to Europe. This "invasion" puts the local industry in an extremely delicate position. The statistics are inexorable - while Eastern brands are celebrating records, the European automotive sector, which provides a livelihood for 13 million people, has lost over 110,000 jobs in the last year and a half.
Bulgaria is not left out of this wave, as the logos of brands such as GWM and Geely are increasingly seen on domestic roads, while Omoda, Jaecoo, MG and BYD are just entering. The Bulgarian consumer, who is traditionally very pragmatic, is beginning to recognize in Chinese offers that “golden mean“ between rich basic equipment and a noticeably lower price compared to European and Japanese alternatives.
An interesting fact is that while in the West the focus is entirely on electrification, in our country Chinese brands are also gaining positions with conventional SUV models that offer a long warranty and modern design. This market pressure is forcing established dealers in the country to rethink their pricing policies, as the “Chinese invasion“ is no longer just distant news, but real competition in showrooms in our country.
It remains to be seen whether European regulators and manufacturers will find an adequate response to this challenge, or whether the landscape on the continent's roads will continue to change at an unimaginable speed. One thing is certain - the era of absolute dominance of European brands is history, and the new rules are being dictated from the East.