{"id":23396,"date":"2025-05-20T10:02:02","date_gmt":"2025-05-20T08:02:02","guid":{"rendered":"https:\/\/www.quintegia.it\/?p=23396"},"modified":"2025-06-06T09:52:16","modified_gmt":"2025-06-06T07:52:16","slug":"new-brand-observatory-the-rise-of-emerging-brands-which-have-grown-15-fold-in-just-over-four-years-they-now-account-for-almost-6-of-the-italian-car-market","status":"publish","type":"post","link":"https:\/\/www.quintegia.it\/en\/new-brand-observatory-the-rise-of-emerging-brands-which-have-grown-15-fold-in-just-over-four-years-they-now-account-for-almost-6-of-the-italian-car-market\/","title":{"rendered":"New Brand Observatory – The rise of emerging brands, which have grown 15-fold in just over four years. They now account for almost 6% of the Italian car market."},"content":{"rendered":"\t\t
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27 new automotive brands have arrived or will arrive in Italy by 2028, 90% of which are Chinese.<\/strong><\/h4>

There are 27 new automotive brands that have arrived or will arrive on the Italian car market by 2028, 90% of which are Chinese in origin or ownership.<\/strong> And the market share of those already present is now close to 6% (5.8% in the first quarter compared to 3.7% in 2024), a surprising leap from 0.4% in 2021<\/strong>. This is the first point highlighted by the New Brand Observatory<\/strong>, presented this morning during Automotive Dealer Day – House of Mobility.<\/strong> <\/p>

Quintegia’s study reveals even more detail, showing that between 2021 and 2024, 18 emerging brands<\/strong> entered the Italian market, compared to 27 in the top five European markets, while another nine are expected between this year and 2028<\/strong>. In the main EU markets, the total would reach 43: +16 compared to Italy, where interest is also growing, given that 49% of dealers (36% in 2024) are focusing on new brands for the near future (Source: Quintegia Automotive Retailer Perspective 2025). As for the prevailing range of models<\/strong>, among those planned by emerging brands entering Europe, it is in the SUV C and SUV D segments<\/strong>: there are about ten for each in Italy and about fifteen in Europe. The offering is weaker in the A and B segments, which are poorly covered by emerging brands and gradually less covered by legacy brands. <\/p>

The arrival of new brands is also influencing consumer choices<\/strong>. According to Quintegia’s Automotive Customer Study 2025, 44% of buyers say they are ready to consider these brands<\/strong>. This propensity grows significantly among young people of Generation Z<\/strong>, born at the turn of the millennium, where the percentage rises to 74%.<\/strong> <\/p>

Among the brands now well known in Italy are MG by SAIC<\/strong>, the various DR <\/strong>brands from Evo <\/strong>to the most recent Tiger, BYD, Omoda and Jaecoo<\/strong> by Chery, Lynk&Co and Polestar<\/strong> by Geely, other emerging brands such as EMC <\/strong>by Eurasia Motor Company with Intergea, Leapmotor with Stellantis<\/strong>, those by Dongfeng, DFSK<\/strong> and others managed by distributors such as AT Flow by Autotorino <\/strong>or under private labels. Denza <\/strong>by BYD is also expected in Italy, among others. <\/p>

In the first quarter of 2025, MG contributed most to the market share in Italy with 3.5%, followed by BYD with 0.9%<\/strong>, while other brands accounted for less than 0.5%.<\/p>

There are also brands present in Europe but not in Italy, such as NIO<\/strong>, whose sub-brands Onvo and Firefly<\/strong> are expected to enter the market, and among the non-Asian brands, Ebro in Spain, Vietnam’s VinFast and, increasingly, Togg from Turkey.<\/strong><\/p>

The New Brand Observatory also highlights that the number of new brand outlets in Italy exceeds 800<\/strong>, while in other markets it varies from around 300 in Germany to over 400 in Great Britain. There are more than 400 dealer entrepreneurs representing emerging brands in Italy, with a multi-brand, multi-manufacturer portfolio of over 75%.<\/strong><\/p>

The arrival of new brands has also had an impact on the dynamics of the distribution network in Italy<\/strong>: while dealers represented two brands in 2015, in 2025, with the arrival of new brands, they will represent an average of 3.5 brands; one in three dealers of traditional brands also represents emerging brands.<\/p>

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Download the free extract here<\/a><\/p>

<\/p>

New Brand Observatory<\/strong> provides a qualitative overview of new brands entering and entering <\/em>Europe according to a 6-dimensional analysis framework, with approximately 40 brands analysed <\/em>out of over 65 observed.<\/em><\/p>

New Brand Deep Dive<\/strong> for a quantitative analysis of the networks of around 20 emerging brands that have entered<\/em> Italy, compared with the top 5 European countries (Germany, UK, France, Italy, Spain).<\/em> <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

27 new automotive brands have arrived or will arrive in Italy by 2028, 90% of which are Chinese. There are 27 new automotive brands that have arrived or will arrive on the Italian car market by 2028, 90% of which are Chinese in origin or ownership. And the market share of those already present is…<\/p>\n","protected":false},"author":22,"featured_media":23403,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[229,245,231,403,228,230],"tags":[254,241,404,233,255],"class_list":["post-23396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-auto-ecosystem-en","category-cross-industry-en","category-dealer-business-en","category-new-brand-en","category-research-en","category-research-en-2","tag-automotive-en","tag-dealer-en","tag-new-brand-en","tag-quintegia-en","tag-study"],"yoast_head":"\nNew Brand Observatory - Emerging brands are worth 6% del - Quintegia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.quintegia.it\/en\/new-brand-observatory-the-rise-of-emerging-brands-which-have-grown-15-fold-in-just-over-four-years-they-now-account-for-almost-6-of-the-italian-car-market\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Brand Observatory - Emerging brands are worth 6% del - Quintegia\" \/>\n<meta property=\"og:description\" content=\"27 new automotive brands have arrived or will arrive in Italy by 2028, 90% of which are Chinese. 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