Chinese automakers, which are currently unable to officially sell their cars in the United States, are actively winning over American audiences through collaboration with popular automotive bloggers. If these brands receive permission to sell in the future, traditional market players should be on alert.
How Chinese cars catch Americans’ eyes
If you follow automotive influencers, you have likely seen videos where Chinese cars are tested on American roads, even though they are not officially available there. Forrest Jones, who was one of the first to create short car reviews on TikTok, has tested many such models over the past couple of years, racking up tens of millions of views.
Jones notes that videos about Chinese cars generate the highest audience engagement. Last year, tech blogger Marques Brownlee tested the popular Xiaomi SU7 in the US, and that video, with 10 million views, provided the company with $1.2 million worth of free advertising.
Rising popularity of Chinese brands
Sprout data shows that thanks to videos by Brownlee and others, Xiaomi’s TikTok follower count grew by 20% in 2025. Notably, nearly half of these 7.8 million followers are from the US. Such videos also trigger a surge in inquiries from Americans.
According to China EV Marketplace, a platform for exporting Chinese electric vehicles, after Brownlee’s video was released, they received over 1,000 price inquiries from the US. Most of those interested seemed unaware that cars like the SU7 cannot be legally insured or registered in the US.
Collaboration with influencers and payments
The company Beijing Dongchedi Technology Co (DCar) helps Chinese cars gain popularity in the US. It pays influencers to test the latest Chinese electric vehicles, which are temporarily imported into the States. In early 2025, DCar invited bloggers, including Richard Benoit (Rich Rebuilds), to Alaska to test several cars. The company not only covered the trip but also paid Benoit a fee equivalent to the “price of a cheap Chinese electric car.” In return, Chinese brands gained significant popularity in the US.
It is worth noting that brands like BYD and Xiaomi insist they have no plans to sell passenger cars in the US in the near future. However, if legislative loopholes emerge, they will likely actively lobby for relaxed regulations to gain access to the American market.
This situation demonstrates how Chinese automakers use modern marketing strategies to bypass trade barriers. Instead of direct sales, they invest in creating demand through social media and popular bloggers. This approach allows them to build a loyal audience in advance, which could become a powerful tool if regulatory policies change. Meanwhile, American consumers who see these innovative and affordable cars are beginning to demand their presence in the market, creating additional pressure on local manufacturers and lawmakers.