Hyundai tops Chinese auto brand survey, overtaking Volkswagen

Hyundai has emerged as the top mass-market car brand in China, according to the latest China Brand Power Index survey, overtaking Volkswagen and Buick in the rankings despite not leading in sales. The results highlight a shift in consumer perception at a time when the Chinese market remains fiercely competitive for international automakers.

Survey methodology and findings

The China Brand Power Index survey, commissioned by the Ministry of Industry and Information Technology, interviewed 11,500 consumers in 30 cities. Hyundai’s rise to the top spot comes as a surprise given that its sales in the first quarter were lower than the same period a year earlier, and it was outsold by Ford during the same period. Despite this, Hyundai’s brand image appears to have resonated strongly with Chinese consumers.

Volkswagen, long the dominant foreign carmaker in China by sales, dropped behind Hyundai and Buick in the mass-market rankings. The company has recently faced public criticism, including a report by state broadcaster China Central Television and complaints from customers alleging Volkswagen ignored quality issues in its Chinese models. This negative attention may have contributed to the shift in consumer sentiment reflected in the survey.