A survey by MOTORS has found that 64% of buyers would consider buying a car from a new Chinese brand, but only 57% are aware of the new brands.

The responses were heavily skewed towards BYD, as 40% of buyers had prior knowledge of the brand, with most respondents not being aware of others.

The second most recognised Chinese brand was NIO, with 14% of buyers being aware of it, although it is still yet to launch in the UK.

Jaecoo and Omoda followed, both with 12%, with the brands enjoying strong sales since launching in the UK last year.

GWM was also recognised by 12% of buyers.

Lucy Tugby, marketing director at MOTORS, said: “The low awareness of many of the new Chinese brands is undoubtedly due to the sheer number of entrants we have witnessed over a short time.

“BYD’s prominence can be attributed to its investment in brand building through marketing and high-profile sponsorship activities, in conjunction with the rollout of its dealer network.

“The research shows just how receptive car buyers are to new brands and how brand loyalty is no longer a prime consideration.”

Despite being introduced through the Stellantis dealer network, the Chinese brand with the lowest level of awareness was Leapmotor, with 6% of buyers aware of it.

54% of buyers said they would be open to buying an electric vehicle (EV).

The split between buyers considering new and used cars was close, with 46% only buying new, and 41% only considering used cars.

25 to 34-year-olds were the age group with the most knowledge of Chinese cars (71%).

Tugby said: “The dynamics in the UK car retail market are changing rapidly and younger buyers in particular are open to considering buying new or used cars from a new Chinese brand rather than stay with tried and tested European, Japanese and South Korean marques, the allure of affordability and the latest tech outweighing badge considerations.”

The data was collected as part of the MOTORS Consumer Insight Panel, which surveyed 2,002 car buyers.