Market analysisThe Long March: Chinese car brands in Europe
Sophus3 tracked the rapidly expanding European footprint of Chinese automotive brands, their digital capabilities and their early audience share.
Insights & Resource HubResearch into
Published research · Q2 2026Research into
how people choose cars
Explore Sophus3 research into car-brand website audiences, model consideration, advertising effectiveness and EV adoption, informed by automotive digital competitor benchmarking and specialist analysis.
Explore the library ↓Compare EV readiness
across European markets
76Germany70France67UK
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Overall index points · Published 12 August 2026Reports, videos and case studies
Research on automotive websites, advertising and car buyers
Original publications and recordings alongside concise reading guides. Historical reports keep their publication dates; their findings describe that period.
3 resources · Market analysis
Market analysis
Market analysisHow digital were Chinese challenger brands?
The second briefing paper provides a baseline for understanding how new entrants’ European websites have evolved.
Market analysisDriving decisions: how car buyers use reviews to make their choice
Research with Haymarket, Autovia and Bauer analysed millions of interactions to understand how automotive media influences the purchase journey.
From research to application
Apply the research to your automotive marketing
Use eDataXchange automotive digital competitor benchmarking to compare how car buyers use your website and competing brand sites, then identify improvements to campaigns and the online buying journey.