Most franchised car dealers expect Chinese brands to secure a significant share of the UK’s new car market within the next five years, according to research by online marketplace carwow.

In July, carwow's dealer partners were asked what proportion of UK car sales they thought Chinese OEMs will take over the next 12 months with the majority (68%) estimating up to 10% with a further 25% saying that share is likely to be 11-20%. Only 13% thought Chinese brands won't be successful in the UK.

Regarding longer-term prospects, a third (33%) predicted Chinese OEMs would secure 21-30% of UK new car sales within five years, while almost one-third (32%) said they would claim between 11-20%, and a further fifth (21%) said up to 10%.

Nearly all (96%) said that price competitiveness will be critical – significantly more than the next highest-rated motivator, vehicle technologies, at 35%. In their opinion, potential customers would however be deterred by concerns around build quality (cited by 75%), lack of brand familiarity (57%) and limited aftersales support (56%).

Many dealers (42%) would welcome more Chinese brands for the increased choice it would offer consumers and increased competition between OEMs (47%). In addition, 38% of dealers would be either ‘happy’ or ‘very happy’ to retail new cars from Chinese brands.

carwow CEO John Veichmanis, commented: “We’re already partnering with a number of innovative Chinese brands and are in discussion with many more as we share dealers’ sense of their potential. However, in order to succeed, Chinese brands will need to invest in establishing and then growing a strong brand presence, as well as be highly price competitive. Securing the trust, loyalty, and purchasing power of British consumers won’t happen overnight; it will require the commitment of time, dedication and resources previously demonstrated by Korean OEMs.”