New Italian Automotive Landscape to Expand by 2028, With 27 Fresh Car Brands Primarily Hailing from China
ITALY'S AUTO INDUSTRY: THE UPCOMING INVASION BY 27 NEW BRANDS (MOST OF THEM CHINESE!)
Gear up, folks! Italy's car market is about to see a storm of brand-new players by 2028, with a whopping 90% of them hailing from the land of the Dragon - China. And guess what? They're already making a significant impact, their market share skyrocketing from a puny 0.4% in 2021 to a substantial 5.8% in Q1 2022!
Quintegia's New Brand Observatory revels these jaw-dropping figures during the Automotive Dealer Day - House of Mobility in Verona. The study shows that between 2021 and 2024, 18 emerging brands have entered Italy’s market, as opposed to 27 in Europe's top 5 markets. An additional 9 brands are expected to join the Italian scene by 2028, making a total of 43 new brands in the top EU markets, a substantial +16 compared to Italy. And get this - 49% of dealers (an increase from 36% in 2024) are excited about these newcomers, eyeing them as their future focus!
THE PREVAILING TRENDS
If you're into SUVs, gird your loins! Among the models planned by these newbies in Europe, around ten will be vying for a spot in Italy's C and D SUV segments, while another fifteen will battle it out in the Old Continent. Alas, the offer in the A and B segments is a bit thin - fewer emerging brands and a gradual dwindling presence from the old guard.
The arrival of these new brands is already influencing consumer choices - 44% of buyers are open to considering them, and the figure is significantly higher among Gen Zers, at an impressive 74%! The New Brand Observatory also sheds some light on the sales points, reporting a staggering 800-plus sales points for new brands in Italy, compared to around 300 in Germany and over 400 in the UK. As for the distributors, more than 400 Italian entrepreneurs (dealers) now represent emerging brands, with a multi-brand, multi-constructor portfolio for over 75% of them.
THE DYNAMIC DUO
The entry of these new brands has also shaken up Italy's distribution network - dealers, who used to represent two brands in 2015, now represent an average of 3.5 brands in 2025, thanks to the newcomers. One in three traditional brand dealers is now also a representative of these upstarts.
SO, WHO ARE THESE MYSTERIOUS NEWBS?
Sadly, the intel on the 27 brands is a bit scarce. However, keep an eye on South Korean luxury brand Genesis, which is picking up steam in Europe and might be headed our way soon. Plus, the BMW-Toyota collaboration on a fuel cell electric vehicle scheduled for 2028 could certainly spice things up in Italy as well. And let's not forget Honda, who's expanding its footprint, albeit not officially announcing a move to Italy just yet. Lexus, Toyota's luxury division, is already a player on the global stage, so perhaps they're interested in Italy as well!
To get to the bottom of this mystery, tune into industry reports from automotive research firms or industry publications, or listen for news from Italian automotive associations. Keep a sharp eye on press releases from automotive manufacturers too - these announcements could be the key to uncovering the identity of Italy's new automotive royalty!
- The influx of new brands in Italy's car market, mainly from China, is poised to impact various sectors, including finance, technology, and lifestyle, as these brands introduce new products such as SUVs across different segments.
- The emerging brands are attracting interest from dealers in the Italian car industry, with over 400 Italian entrepreneurs representing them, and many traditional dealers adding these upstarts to their multi-brand portfolios.
- As the landscape of Italy's auto industry evolves, it is worth monitoring the entry of established players like Genesis from South Korea, the BMW-Toyota collaboration on fuel cell electric vehicles, and Toyota's luxury division, Lexus, which are potential newcomers to Italy's market.
