Frankfurt – September 07, 2026 -- BYD has climbed to fifth place among the most attractive electric vehicle brands for German consumers actively planning a purchase within the next three years, up from 11th place in the general population, according to a new BearingPoint study.
BYD outperforms among active buyers while legacy brands hold overall lead
Across the full sample, Volkswagen leads brand attractiveness at 31%, followed by Audi at 29% and BMW at 28%. Among the subset of consumers with concrete purchase intent, BMW tops the ranking at 44%, ahead of Audi at 31% and Volkswagen at 30%. BYD scores 20% in this group, surpassing Kia, Hyundai, Ford, Tesla and Skoda.
Registration data confirms BYD's market gains despite EU tariffs
Germany's Federal Motor Transport Authority (KBA) data show BYD's pure electric vehicle registrations rose 141% year-on-year from January to July, climbing from 5,124 units in 2025 to 12,332 in 2026. Volkswagen's EV registrations remained flat over the same period despite overall market growth. The increase came despite additional EU tariffs imposed on BYD's pure electric vehicles.
Country of origin no longer decisive in purchase decisions
The study identifies purchase price, vehicle safety, battery reliability and longevity, range, and warranty coverage as the top criteria for buyers evaluating a new battery-electric vehicle. Brand origin did not rank among the decisive purchase factors. "The lead held by established manufacturers is shrinking and competition in home markets is intensifying. Where the manufacturer comes from is no longer decisive for the purchase. Hard facts and competence in electric mobility must convince customers,