Chinese Automakers Make Significant Inroads Overseas, with September Sales Showcasing Strong Global Presence​​

Overseas sales figures have become a regular feature in monthly sales reports from Chinese automakers, frequently setting new records this year. But have these companies truly gained a foothold in international markets? What do the actual sales look like? Let's examine the overseas performance of Chinese automakers based on September sales data.

​​● Chery: One Model Enters Top Five in the UK​​

While relatively low-key in the domestic market, Chery has demonstrated remarkable performance overseas, with nearly half its monthly sales coming from international markets. Chery has led Chinese auto exports for 22 consecutive years. Official data shows that in October alone, Chery Group exported 126,400 vehicles, a 13% year-on-year increase. Cumulative exports from January to October surpassed 1.06 million vehicles, up 12.9% year-on-year.

Chery's financial report for the first three quarters of 2025 reveals revenue of RMB 214.833 billion, a 17.94% increase, and a net profit of RMB 14.365 billion, up 28%. This success stems largely from substantial profits generated in overseas markets, where new car prices often significantly exceed those in China, reflecting over two decades of Chery's global expansion. The company now operates in over 120 countries and regions, with cumulative exports exceeding 5 million vehicles, and is now reaping the rewards.

Historically focused on markets like Brazil and Russia due to its expertise in internal combustion engines, Chery is now rapidly transitioning to new energy vehicles (evident from domestic launches like the Chery Fengyun, Jetour Shanhai, and iCAR). It has begun a strong push into Europe, where acceptance of NEVs is higher.

Leveraging a dual strategy of hybrid and internal combustion engine models, Chery is effectively meeting diverse consumer needs during Europe's energy transition. This approach has fueled explosive growth in Europe, particularly in the UK. In September, sales of the Chery, JAECOO, and OMODA brands reached 1,287, 6,389, and 4,323 units respectively, combining for nearly 12,000 units monthly—a remarkable figure approaching the 14,577 units sold by the popular MG brand. For reference, the top three sellers in the UK for September were Ford (34,371), Volkswagen (30,559), and Toyota (19,024). Chery has proven itself in the diverse UK market, shedding its niche status.

Notably, the JAECOO J7, a compact SUV offering both fuel and plug-in hybrid versions (sold as the Chery Explore 06 in China), entered the top five models in the UK, becoming the best-selling Chinese model there. With only one model currently, JAECOO's sales are expected to grow further as more models are introduced. This is just Chery's initial foray into Europe; it plans to enter Germany, France, and other markets, having already established local production in Spain through partnerships. Chery has become a successful case study in overseas marketing, demonstrating expertise in international brand operations honed over years of effort.

​​● BYD: NEV Sales Leader in the UK, Australia, and Brazil​​

At the 2025 Japan Mobility Show, BYD launched the "RACCO," a "box-shaped" vehicle tailored for Japanese consumers. Developing region-specific models is a strategy employed by global automakers, indicating BYD's commitment to local markets and long-term strategy.

In September, BYD sold 393,060 passenger vehicles, with overseas sales reaching 70,851 units. Although exports accounted for less than one-fifth of total sales, they grew 107% year-on-year. Cumulative overseas sales this year have exceeded 700,000 units, making international markets significant for BYD and justifying the substantial investment in developing models specifically for overseas markets.

Compared to Chery's long-established presence, BYD's global expansion is just beginning, inevitably increasing costs. BYD's revenue for the first three quarters reached RMB 566.3 billion, up 12.75% year-on-year, but net profit attributable to shareholders fell 7.55% to RMB 23.3 billion, partly due to R&D and market expansion expenses.

However, as many countries begin adopting NEVs, BYD is positioned as a pioneer. This global shift has helped BYD quickly gain a foothold and build a strong reputation overseas. On October 9, BYD celebrated the rollout of its 14 millionth NEV at its Brazilian passenger car plant, attended by President Lula. In September, BYD sold 9,917 units in Brazil, with the new factory contributing significantly to growth. BYD also performed strongly in developed markets like the UK (11,141 units), Australia (5,084 units), and Germany (3,254 units) in September, becoming the NEV sales leader in both the UK and Australia, surpassing Volkswagen and Tesla. Similarly, it leads NEV sales in Brazil.

In the UK, the BYD Seal U (known as Song PLUS EV in China) was the top-selling NEV in September with 5,243 units, outselling the Tesla Model Y. In May, BYD established its European headquarters in Hungary, bringing not just a factory but a complete NEV industrial chain, including an R&D center focused on intelligent driving and next-generation electrification. This strategic move underscores BYD's long-term vision. In the first three quarters, BYD ranked among the top three globally in sales, trailing only Toyota and Volkswagen, rapidly emerging as a new global powerhouse.

​​● SAIC: Possesses Brands with Strong Sales in Europe​​

SAIC's operating revenue for the first three quarters was RMB 468.99 billion, a 9% year-on-year increase, with net profit attributable to shareholders rising 17.3% to RMB 8.1 billion. SAIC identifies self-owned brands, new energy vehicles, and overseas markets as its new growth drivers. Overseas sales totaled 765,000 units in the first three quarters, up 3.5% year-on-year, comparable to BYD's. While traditional vehicles still dominate SAIC's overseas sales, NEV exports reached 215,000 units, surging 69.7% year-on-year.

Benefiting from the century-old British brand MG, which has global influence, SAIC has successfully entered multiple markets, selling its products in over 100 countries and regions. This year, SAIC promoted its "Glocal" strategy, combining global and local approaches to build a localized ecosystem, accelerate electrification and intelligent technology adoption, and deepen its overseas industrial chain layout. The MG brand has been comprehensively refreshed to accelerate its NEV transition, with the new MG4 achieving domestic success, exceeding 10,000 monthly sales.

MG is SAIC's primary overseas brand, popular in Europe and Commonwealth countries. September sales included 14,577 units in the UK, 4,011 in Australia, 3,729 in France, 3,809 in Italy, 3,363 in Spain, and 4 in India. In Europe, MG is one of the most visible brands controlled by a Chinese automaker.

In its core European market, the UK, MG ranked 11th in September sales, ahead of established European brands like Renault and Skoda. The MG HS, a compact SUV (based on the domestic Roewe RX5 with localized upgrades), was the best-selling model with 5,173 units, offered overseas in both fuel and PHEV versions.

Compared to other Chinese brands, SAIC enjoys a unique advantage with MG, benefiting from higher brand loyalty. SAIC's multi-brand strategy allows it to cater to different markets with tailored products. SAIC currently operates 13 overseas plants, facilitating localization. The introduction of more NEV models is expected to inject new vitality into its overseas business.

​​● Great Wall Motors: Haval Sells Over 16,000 Units in Russia, Ranking Second​​

Great Wall Motors (GWM) is another early exporter, first shipping pickups to the Middle East in 1997. It now has plants in Russia, Thailand, Brazil, and others, with over 1,400 sales outlets in 170+ countries and regions,累计2 million units.

GWM's Brazil plant, upgraded from a former Daimler facility similar to BYD's, was also inaugurated with the Brazilian President's attendance. It represents a significant shift towards ecological expansion, involving the overseas transfer of R&D, manufacturing, and supply chain, covering hybrid, pure electric, and hydrogen technologies—a crucial transformation for Chinese automakers going global.

This year, product improvements have led to positive market feedback and sales growth, with Q3 setting a historical record. Jan-Sep cumulative sales reached 923,400 units, up 8.15% year-on-year; overseas sales were 334,200 units, up 3.06%. Revenue was RMB 153.582 billion, up 7.96%, though net profit fell 16.97% to RMB 8.635 billion due to channel construction and brand promotion costs.

Taking Haval and the GWM brand as examples, September sales were strong in Russia (16,916 units), Australia (4,945 units), and Brazil (3,654 units). Haval ranked second in Russia with 16,669 units, second only to the local Lada brand, outperforming other Chinese competitors.

GWM has ambitious overseas goals, targeting 1 million annual exports by 2030. Plants in Russia, Thailand, and Brazil will boost regional sales through localized products.

​​● Geely: Overseas Brands Under Its Umbrella Show Sales in the US​​

Geely employs a multi-brand strategy, having acquired overseas brands like Polestar, Volvo, Proton, smart, and Lotus to establish a strong international presence. This provides advantages in R&D, resource sharing, and market access, giving Geely a head start in global expansion.

From January to September, Geely Holding Group sold 2.9535 million vehicles, up 29% year-on-year. Sales of the proprietary Geely Auto brand reached 2.1702 million units, up 46%, with NEV sales surging 114% to 1.1678 million units. This NEV boom will aid its export efforts. Geely's exports approached 300,000 units in the first three quarters, with growing NEV exports. Volvo Cars, under Geely Holding, sold 514,300 units, including 227,300 NEVs.

Geely's primary overseas market is currently Russia, with 10,200 units sold in September, ranking third. More impressive are the sales of its overseas brands: Volvo sold 11,470 units in the UK, 8,758 in the US, 4,731 in Sweden, and 4,026 in Germany in September. Proton sold 12,573 units in Malaysia.

Proton ranked second in Malaysia in September. Geely holds a 49.9% stake and leading role in Proton. Geely has built a new EV plant in Malaysia, rebadging the Galaxy E5 as the Proton e.MAS 7 and the Xingyue as the Proton e.MAS 5 for export, enabling rapid EV expansion.

Volvo remains the sales leader in Sweden and has a notable presence in the US—a market many Chinese automakers aspire to enter. Deep integration between Geely and Volvo in platforms and technology allows Geely to empower Volvo with NEV technology. Geely's NEVs are now entering Europe, operating in 13 countries including the UK, poised to seize new opportunities overseas.

​​● Leapmotor: Testing the Waters in Germany​​

Beyond the major players, other companies are accelerating overseas expansion. Leapmotor, which achieved 70,000 sales in October, has ambitions beyond China. Through its partnership with Stellantis, Leapmotor can leverage established sales networks to enter the European market quickly. The collaboration is expanding, with the future Leapmotor B10 potentially being produced in Stellantis' European plant and even sold under the Opel badge. Although current overseas sales are modest, selling 910 units in Germany in September, just one year after its initial foray, is a significant achievement.

​​Conclusion​​

In the first three quarters of 2025, BYD broke into the global top three in sales, potentially overtaking Volkswagen and trailing only Toyota. Chery and Geely also ranked 11th and 12th globally. Driven by the NEV transition, Chinese brands are rapidly entering previously challenging markets like Europe. The EU's tariffs on Chinese EVs indirectly attest to their enhanced competitiveness. Localization strategies confirm the long-term commitment of Chinese automakers to global expansion. 2025 marks a year of considerable achievement for Chinese automakers in developed markets like Europe. While becoming true global giants may take time, within five years, we might well see Chinese brands in Europe rivaling Toyota and Volkswagen.

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