JAECOO’s rapid rise: meet the newest challenger in town

The UK car market is shifting — fast. While BYD’s success has already made headlines, another Chinese brand is rapidly gaining traction: JAECOO.

In just a few months, JAECOO has gone from newcomer to top performer on Carwow, demonstrating how strategic market entry, consumer-focused partnerships, and smart brand-building can disrupt the established order.

JAECOO 7: the most-configured model on Carwow in Q2 to date

Since the start of Q2 2025, the JAECOO 7 has become the most-configured  and most enquired on model on Carwow, delivering:

• 101% more configurations than the second most-configured model, the Hyundai Tucson
• 34% more enquiries to retailer partners than any other configured model

Despite only launching in November 2024, the JAECOO 7 is already Carwow’s third most-configured model year-to-date. For a brand new entrant, this is a remarkable trajectory.

Chinese brand momentum continues

JAECOO’s success builds on the broader momentum of Chinese OEMs, following the same consumer trends highlighted in our recent analysis of BYD’s rapid growth.

The BYD Seal U, alongside JAECOO 7, rounds out the top five most-configured models on Carwow this quarter. Meanwhile, in our top 10 most-viewed car reviews for April, the JAECOO 7 placed eighth — another strong indicator of consumer appetite for education about new brands and models available. 

Consumer perceptions are shifting quickly

Our latest survey data shows that:

• 39% of consumers would now consider a Chinese brand for their next car (up from 24% in 2023)
• 38% of consumers believe Chinese cars offer better value for money (up from 21% in 2023)

This shift in perception is vital for dealers and OEMs alike. Consumer openness to Chinese brands is increasing, driven by strong product-market fit and savvy brand positioning.

The importance of strategic market entry

JAECOO’s growth isn’t accidental. Carwow attributes their success to:

• A carefully orchestrated UK launch strategy
• High-profile media partnerships focused on awareness and engagement
• A deliberate focus on building consumer trust and consideration before scaling sales volumes

Chinese OEMs are learning fast

We’re seeing Chinese OEMs adapt their strategies — learning from early missteps and focusing on differentiation, after-sales infrastructure, and brand identity. The rise of JAECOO is a textbook example of this evolved approach paying off.

The narrative is no longer about speed to market, but about sustainable brand growth, customer experience, and market-fit execution.

What comes next?

For dealers, now is a critical moment to assess:

• Which emerging brands resonate most with UK consumers?
• How can new partnerships drive showroom traffic and enquiries?
• What role will Chinese brands play in your future stock strategy?

For OEMs, the success of BYD and JAECOO signals the ongoing need to sharpen differentiation strategies and reassess how to retain consumer attention in a rapidly evolving market.

Final thought: the race is on

As our data shows, the UK market is becoming more dynamic by the day. Electrification may have been the first disruptor — but now, brand agility, consumer-centric strategies, and value-driven propositions are shaping the next phase of competition.

Learn more about how you can unlock the power of the Carwow Group, whether you’re aiming to achieve brand goals, boost new and sales or source fresh stock.