From Recognition to Real Consideration

In any market, awareness gets a brand on the grid, but consideration is what moves it towards the podium. In Germany, 21% of consumers recognise Xpeng, compared to 15% for Geely. Yet when purchase intent enters the equation, the gap narrows: 7% would consider buying from Xpeng, while 5% would consider Geely.

This tells us two things. First, both brands have succeeded in gaining at least some visibility in a crowded market. Second, turning that awareness into genuine purchase interest remains a challenge. Especially when recognition does not automatically translate into intent. Being known is only the first lap. The real race begins when consumers start imagining themselves behind the wheel.

Both Xpeng and Geely still trail the current leaders in this space. BYD holds consideration from 31% of consumers in Germany and Polestar from 30%. MG sits at 15% and Nio at 14%. For both brands in Round Three, perhaps the biggest obstacle is not another competitor, but the 24% of consumers in Germany who say they would not buy from any Chinese marque at all, regardless of the nameplate.

Among the 337 consumers in our survey who said they would not consider buying a car manufactured in China. The most common reason was concern about quality and durability, cited by 54%. Close behind were a lack of trust in the brand at 52% and simple unfamiliarity at 47%. Practical considerations also played a role. Forty-one percent were unsure about resale value and 37% had concerns about safety standards. For 34%, the limited availability of dealers and service centres was a deciding factor. Smaller groups pointed to a lack of positive reviews or recommendations (14%) or other, more personal reasons (15%). Only 2% said that none of these factors influenced their decision.

Brand Meaning: How Consumers See Them

If awareness and consideration tell us how far a brand can reach, brand meaning tells us what it stands for once it gets there.

Xpeng’s profile in Germany is clear and distinctive. Thirty-one percent of consumers in Germany who know the brand describe it as innovative, 39% see it as good value for money, 28% associate it with advanced technology, and 26% call it stylish. Where the picture is less defined is in the qualities German buyers place highest when choosing a car. Also 21% link Xpeng with quality and 19% with safety. A quarter of respondents, 24%, could not associate Xpeng with any of the listed attributes.

Geely’s image is built on a different foundation. Among those familiar with it, the brand scores slightly higher than Xpeng on reliability at 28% compared with 27% and on resale value at 18% compared with 15%. Its real influence, however, extends beyond its own badge. Geely sits behind the engineering, design, and strategy of established names such as Volvo, Polestar, and Lynk & Co, all of which already enjoy deep trust among European drivers. Yet 38% of respondents could not associate Geely with any of the listed attributes. This suggests that the brand’s quiet presence in the market may also mean its own identity remains to be fully defined.

Understanding these perceptions is key, because the next step in the journey is where meaning meets preference and that is where loyalties are won or lost. If your brand is navigating a similar journey and wants to sharpen its positioning, feel free to reach out for a free strategy call with our team.

Xpeng: The Disruptor’s Playbook

Founded in Guangzhou in 2014, Xpeng quickly emerged as one of China’s boldest EV challengers, positioning itself at the crossroads of smart mobility, artificial intelligence, and premium design. It went public on the New York Stock Exchange in 2020, drawing global investors and, in 2023, forging a strategic partnership with Volkswagen to co-develop electric models for China and potentially export markets.

From the beginning, Xpeng has framed itself as a technology company that happens to make cars. Its line-up — the P7 sedan, the G3 and G9 SUVs, and the G6 crossover — is built around features like autonomous driving, in-car AI assistants, and an 800-volt charging system capable of taking the battery from 10% to 80% in under 12 minutes.

Germany became a priority market in 2024 with the launch of the G9 SUV and P7 sedan across 24 retail locations. The G6 followed in mid-2025, positioned directly against Tesla’s Model Y on performance and price. Xpeng’s showrooms are designed less like traditional dealerships and more like premium tech boutiques, aiming to compete as much with Apple for perception as with BMW for market share. The approach is beginning to register: In June 2025, Xpeng recorded 240 new vehicle registrations in Germany, a 29 percent increase from the 186 vehicles registered in May, according to the Federal Motor Transport Authority (KBA) as reported by Electric-vehicles.com. Reuters notes that European registrations of Chinese automakers nearly doubled in the first half of 2025, with Xpeng among the brands driving that growth.

Beyond Germany, Xpeng has been building visibility across Europe with high-profile campaigns, from its “Enchanté, Paris” launch at the Paris Motor Show to UK spots that mix sleek product imagery with cultural touchpoints and British Elegance.

Each execution reinforces the brand’s ambition to own the “intelligent EV” space, where elegance meets innovation and technology drives desire.

Geely: The Stealth Empire

Founded in Hangzhou in 1986, Geely began as a manufacturer of refrigerator parts before moving into motorcycles and, eventually, automobiles. By the early 2000s, it had grown into one of China’s largest privately owned carmakers. While Xpeng has chased headlines, Geely has built its influence quietly through strategic acquisitions and partnerships, steadily expanding its portfolio across continents with the slogan “See The World in Full.”

The company’s most transformative move came in 2010 with the purchase of Volvo Cars from Ford. That was followed by stakes in Polestar, Lynk & Co, London Electric Vehicle Company (LEVC), Lotus, Proton, and a 9.7% share in Daimler. This network gives Geely a seat at the table in multiple segments, from affordable urban mobility to high-performance sports cars, without always putting its own badge on the front grille.

In Europe, Geely’s presence is largely felt through its portfolio brands. Volvo and Polestar have well-established reputations for safety, design, and sustainability, while Lynk & Co has carved out a niche with its subscription-based ownership model. This indirect approach has allowed Geely to benefit from the trust and loyalty these marques already command. Also their digital showroom.

The new expansion now includes the launch of the EX5, Geely’s first fully electric compact SUV for Europe. In 2025, the model debuted in Greece, six Adriatic markets, and the UK, followed by a strategic partnership with Jameel Motors to bring it to Poland. Positioned between the compact and mid-size segments, the EX5 offers a range of 430 kilometres (WLTP), competitive pricing, and features such as a panoramic roof, AI-assisted infotainment, and fast-charging capability. Primarily aimed at fleet customers, it is also the first global Geely model to receive EU-wide certification — a milestone that opens the door to further expansions.

Brand Philosophy: Xpeng vs. Geely

Before we dive into the survey results, it is worth stepping back to see how the two brands think about themselves. Xpeng and Geely may both be Chinese EV makers, but their philosophies are built on entirely different foundations. One is about being seen, the other about shaping the scene from the shadows.her European expansion.

The EX5 sits alongside Geely’s “Five by Five” global strategy, which integrates design centres, R&D hubs, testing clusters, diverse powertrain technologies, and AI ecosystems into a single innovation framework. This approach enables the brand to adapt to regional preferences while maintaining global standards in safety, performance, and design. By combining targeted market entries with a scalable innovation platform, Geely is positioning its core brand to move from selective appearances to a consistent presence on European roads.

Did You Know?
Geely may not be a household name in Germany, but it holds a 78.7% majority stake in Volvo Cars (ZGH News), controls about 66% of Polestar through direct holdings and PSD Investment (Reuters), and owns 49% of Lynk & Co. That means some of Europe’s most trusted premium marques are already running on Geely’s engineering and investment, whether drivers realise it or not.

These are not simply two routes to the same destination. They are two fundamentally different visions of how to earn a place on Europe’s roads — one through speed and visibility, the other through reach and quiet influence.

The Barriers They Are Battling

Consumers in Europe remain discerning when it comes to new automotive entrants, with trust, familiarity, and long-term value often shaping their choices. Xpeng addresses these perceptions head-on, using visibility, advanced technology, and a refined retail experience to show what a new-generation Chinese EV can offer. Geely takes a more understated route, building assurance through its proven engineering capabilities and the reputation it has earned in other markets. For both, the journey ahead is about deepening recognition until their names alone inspire confidence.

The Verdict

Across Europe, Xpeng and Geely represent two distinct yet equally compelling visions for success. Xpeng’s pace, innovation, and high-profile brand experience give it momentum among early adopters. Geely’s patient, methodical approach is supported by its global resources, market adaptability, and long-term strategic planning.

This round leans towards Xpeng for its current visibility and impact, yet Geely’s breadth and steady positioning mean it is well-prepared to seize future opportunities. In the ongoing contest between disruption and empire, both strategies hold potential and the remaining chapters of Battle of the Brands: Cars Made in China will reveal how far each can go.

Winner (for now): Xpeng. It has momentum, visibility, and a clear innovation story that speaks to early adopters. But Geely’s strength lies in patience and reach, playing the long game through the brands it already commands. If it decides to put the Geely name front and centre in Europe, this quiet empire could move from the shadows to centre stage.

In a contest between disruption and empire, the balance can shift in an instant and with Round Four just around the corner, the next clash could rewrite the leaderboard entirely.