What PR lessons European car makers can learn from Chinese car manufacturers

It’s not a matter of if, but when, Chinese cars will collectively become the best sellers in Britain, according to respected motoring columnist Mike Rutherford in Auto Express recently, which makes the importance of automotive PR for their European competitor car manufacturers more important than ever. 

Indeed, Mike’s column pulled no punches as it highlighted the car buying trends in the UK for the first six months of 2025. 

It showed a mixed fortune for European car producers, but the clear winner is China with brands like BYD, Jaecoo and Omoda gaining significant brand awareness and consideration. 

So, what PR lessons can European car manufacturers learn from their counterparts on the other side of the world? 

Be quick to react and maximise automotive PR opportunities 

Rapidly following the UK government announcement offering discounts of up to £3,750 on dozens of new electric car models to back UK and other manufacturers, Chinese car makers, who might be excluded, hit back with their own discounts. 

As reported by Fleet News, some Chinese manufacturers including Leapmotor and GWM quickly passed on price reductions to retail customers and private buyers in response to the electric car grant. 

The managing director at GWM UK, Toby Marshall, explained that they had taken matters into their own hands rather than their customers having to wait for the government to decide which cars qualify for the EV grant, also reported by Fleet News. 

Such a rapid response, while being a business decision, clearly also shows strong PR awareness in seizing what could be a marketing challenge and turning it into an opportunity. 

Powerful automotive PR doesn’t follow, it leads 

The quick announcements by these Chinese car makers also reinforces the power of PR in being able to shape the news agenda. 

Optimising marketing opportunities like this, which might be few and far between, requires an insight of knowing what audiences want to hear and how to portray that message is a positive manner. 

In fact, the overall tone from the UK’s media has been positive, speaking in terms of Chinese car brands fighting back, while headlines such as ‘price war’ can only attract the interest of potential EV buyers.    

The opportunity to disrupt 

Although by no means tiny startups, many Chinese car brands are taking their first steps, or should that be giant strides, in the UK car market. 

They can portray themselves as market disruptors, offering an alternative to car buyers seeking a new, and often more affordable, driving experience over long-established European car makers. 

Startups have many PR advantages including the freedom to formulate their brand, the speed by which they can get products to market and subsequent communications, challenging industry pain points and being bold in their messaging.  

Also, one wonders how quickly the European car making juggernauts would have been to issue news offering EV discounts, if they had needed to do so? 

Partnering with an automotive PR specialist 

Creatively using public relations, like certain Chinese car brands are doing, can access new audiences through influential media exposure. 

Red Marlin is an award-winning automotive PR agency, being a trusted partner to organisations across a variety of automotive sectors, including great experience of working with global OEMS. 

If you want to find out more about our PR and media relations services to deliver impactful automotive campaigns, you can get in touch here.