Chinese automakers make tech-led pitch for Europe's premium car market
XPEV•Chinese automakers showcased premium vehicles at the Paris car show, pitching technology-led luxury as they seek higher-margin growth in Europe. Zeekr's European sales more than tripled to 9,525 in the first nine months of 2026, while Avatr plans to enter Spain, Britain and Denmark in 2027.
1. Targeting premium buyers
Chinese automakers are seeking a foothold in Europe's premium car market with vehicles featuring driver-assistance systems, rapid charging and comfort features. Domestic vehicle sales in China fell 20% in the first half of 2026, increasing the importance of higher-margin premium models for the automakers.
2. Technology as luxury
At the Paris show, Avatr unveiled an electric sedan and SUV starting at about €60,000, with rapid charging and a massager in every seat. Aito parent Seres presented four electric SUVs around the idea of “intelligence redefining luxury.” An executive at a major Chinese automaker acknowledged a gap with European luxury brands but said Chinese automakers could catch up “within a decade or two.”
3. European expansion
Zeekr's European sales more than tripled to 9,525 vehicles in the first nine months of 2026 from 3,025 a year earlier. It has entered 22 European markets and plans to add eight more this year. Avatr plans to start in Spain, Britain and Denmark in 2027, followed by Germany and other countries in 2028.
