From luxury to ‘for parents’: How China turned on German cars

German car giants are facing a hard truth in China. The brands that once led the market are now losing young drivers to faster, cheaper, and more tech-focused local rivals.

For decades, companies like Volkswagen, BMW, and Mercedes-Benz stood for quality and status. But today, many young Chinese buyers see them as cars for their parents.

“Some younger customers see us as the brand for the parents,” said Volkswagen’s China CEO.

Electric Vehicles (EVs) Reshape the China Auto Market

China is now the world’s largest China Auto Market, and it is moving fast toward Electric Vehicles (EVs). More than one in four new cars sold is fully electric.

Local companies like BYD and Geely are leading this shift. Their cars are packed with features like smart screens and fast software updates. Many drivers now see cars as “phones on wheels.”

Volkswagen, once the top seller in China, lost its lead to BYD in 2024. By 2025, it had dropped to third place behind Geely.

Sales Fall as Legacy Brands Struggle

The numbers show the problem clearly. German carmakers’ total sales in China dropped by a quarter over five years. In 2025, they sold just 3.9 million cars.

Experts say these companies were too slow to react. They focused on fuel engines while local rivals pushed ahead with New Energy Vehicles (NEVs). “They didn’t see how fast this change would come,” said an industry analyst.

Automotive Joint Ventures Become a Lifeline

Now, German brands are trying to catch up. They are investing in Automotive Joint Ventures with Chinese firms to build better EVs.

Volkswagen plans to launch 20 new energy vehicles in China this year. Some are being built with partners like Xpeng and SAIC Motor. They are also working with tech firms like Momenta and ECARX to improve Autonomous Driving Software.

The Burden of Legacy

German brands still stand for safety and quality. But that may not be enough anymore. Younger buyers want speed, design, and smart features. They are less impressed by history or luxury materials.

Industry experts say German automakers must change fast or risk becoming irrelevant in China, a market seen as key to the future of global cars.

Read also: German luxury cars are losing China and young buyers don’t care