European OEMs see biggest market shares losses as Chinese gain across Europe

Incumbent automakers present in the Western European new passenger car market since pre-crisis 2019 have seen Chinese OEMs increasingly command a higher share of the region's total new car market.

But at whose cost in a constrained market? 

European OEMs have lost 4.4ppts to predominantly Asian OEMs.

Having seen the threat from US manufacturers such as Tesla ease, Chinese OEMs stepped into the void, leading to further losses for European brands.

Despite Japanese OEMs losing out between 2025 and 2024, which can be partly attributed to a pull-forward of non-BEV volumes into 2024, slightly inflating the underlying trend, prior to CO2 fleet regulatory changes, over the six-year scope, they have remained almost level. 

Japanese OEMs command roughly the same share in 2025 (11.9%) as in 2019 (12.2%). 

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Source: Schmidt Automotive Research 

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*Western Europe 18 Markets: EU Member States prior to the 2004 enlargement plus EFTA markets Norway, Switzerland, Iceland, plus UK