Core Insights - Tesla's brand appeal is declining among new-car buyers in Europe, with one in three considering it mainstream rather than premium [1][3] - Chinese automotive brands are gaining consumer trust and interest, with significant increases in consideration for purchasing [4][5] Tesla Brand Sentiment - Sentiment towards Tesla is now more negative than positive, with 38% of new-car buyers feeling the brand's novelty has worn off [2] - Tesla leads in charging infrastructure but lags behind competitors in design, quality, and emotional appeal, with 33% of buyers stating it is not as advanced as before [3] Chinese Automotive Brands - Consideration for Chinese car brands has jumped from 31% to 47% year-on-year, marking the largest increase among international brands [5] - Trust in Chinese brands has improved from 22% in 2024 to 28% in 2025, with BYD ranking eighth in positive perception among all brands [6] Market Dynamics - Traditional automakers face pressure from the rise of Chinese brands and must innovate to maintain market share [7] - European automakers need to justify their premium pricing through genuine technological and design leadership to remain competitive [7] Consumer Perceptions - 42% of consumers indicate that the Chinese ownership of a European car brand is acceptable as long as product quality is good [15] - Tesla competes better against mainstream brands in technology and charging speed but falls short in styling and build quality [15]