🚘 When Egyptian CEOs start parking their Range Rovers and begin driving spaceship-like Chinese SUVs, you know something is afoot. For decades, the hierarchy was undisputed. If you had arrived, you drove German. Maybe British? Certainly European. Regardless of how much lip service is given to the durability and resale value of a Mercedes Benz or BMW, for the C-suite, a car is not merely transportation — it’s a statement. For this particular segment of customer, buying Chinese was unthinkable… until now.

If European luxury is built on heritage, Chinese luxury is built on technological superiority. In the world of new-energy vehicles (NEVs) — which includes battery electric vehicles (BEVs), plug-in hybrids (PHEVs), and range-extended electric vehicles (REEVs) — the Chinese are clearly dominating.

At the Automorrow Egypt motor show held last week, 20 out of the 25 exhibiting brands were Chinese. The majority of the models on display were new high-tech NEVs of various sizes and price points, starting at as low as EGP 750k for models like the Arcfox T1 BEV and going up to the EGP 4 mn range for higher-end SUVs like Li Auto L9 REEV.

The change in mindset began gradually in 2025 when authorized dealerships began introducing high-end models along with aftersales services, which were previously only available through the grey market. High-end car buyers are now waking up to the fact that Chinese cars are delivering on performance and luxury at a fraction of the cost of their European counterparts: think EGP 3-4 mn for a luxury Chinese SUV vs EGP 10 mn plus for a Range Rover or Mercedes in the same category.

The disruption is largely centered on the “new energy” scene, Mansour Kabbani, board member at GB Auto, points out. “We now have REEVs and hybrids that address the ‘range anxiety’ in a market like ours where the charging infrastructure is still in its early stages. Combine that with the fact that the cars require minimal maintenance, the cost of registration is EGP 1-2k, and you save money on gas, and you’ll find that it’s a [compelling] formula,” he tells us.

A new generation of Chinese NEVs — led by brands like Lynk & Co, Rox, BYD, IM, Exeed, Li Auto, and Deepal — is successfully penetrating the premium and luxury segments, categories previously considered “untouchable” by anyone without a European badge.

“The automotive market in Egypt used to be divided into 10 major brands. Now we’re talking about an explosion of new cars, most of them Chinese, and some of them are taking a share of the premium market, which speaks volumes about the shift that we are starting to witness,” explains Nina Ezz El Arab, VP of culture and communications and board member at Ezz El Arab Group.

China’s tech-centric approach is capturing even the most traditional buyers. “We have well-established mid-age entrepreneurs and high-level executives buying these cars,” Mansour Auto CEO Ankush Arora tells us. He notes that while these vehicles often start as the “second car in the house,” they are quickly evolving to become the primary vehicle.

“The taboo about owning or driving a Chinese vehicle is going out of the window,” Arora adds. He attributes this to a well-connected consumer base that sees global trends through social media. “The customer is saying, ‘I’m getting better value for my money. The design is premium, the content is premium, so why not? Let me take the plunge.’”

Ezz El Arab agrees the change is palpable. “I think we are at a turning point. Socially, the stigma attached to Chinese has worn off,” she notes. “People are driving Chinese and they’re proud of it. They’re falling in love with the tech, the design, the functionality, the whole package.”

The new landscape

Chinese brands captured 37-38% of the total Egyptian passenger car market in 2025, representing a 29% increase from the previous year. The influx of Chinese brands — over 13 new brands were introduced to the market in 2025 alone — has forced established dealers to be highly selective. Ezz El Arab emphasizes that their group focuses on brands with “European heritage” in their DNA, such as Lynk & Co (a collaboration between Zeekr, Geely, and Volvo) and Smart (50% owned by Mercedes-Benz).

Dealers are also investing heavily in the “experience” to match the premium price points. Mansour Auto is opening BYD Technology Experience Centers rather than traditional showrooms to educate consumers on these new platforms. The first of these centers just opened last week in Sheikh Zayed and the second will open in New Cairo within weeks. Ezz El Arab delivers the premium sales and aftersales experiences that their customers are accustomed to with the European brands.

“Our journey with Chinese brands started in 2017-2018 with MG, and that has been a great success story,” Arora tells us. “Our entry into premium is much more recent. We launched IM in September 2025 and BYD was soft launched just a few days ago. With our IM models, which are 100% electric, we’re selling about 50-60 units a month at the premium end.”

Ezz El Arab shares a similar story with Lynk & Co. “There’s been so much buzz around the Lynk & Co 900 (a PHEV), and the car hasn’t even landed in our showroom yet. Our first shipment arrives in March and the cars have all been pre-sold. Demand has been so strong that we’ve already tripled our original order. For now, the waiting list for the 900 is around 2-3 months,” she says.

At GB Auto, Li Auto and Deepal are two new premium brands that joined the portfolio at the end of 2025. Kabbani tells us that GB’s sales expectation for the new year is around 2k cars between the two brands.

Future outlook

The consensus among industry leaders that we spoke to is that the current growth is only the foundation. They forecast that Chinese brands could account for 40-50% of the market within five years, specifically within the NEV category.

Despite the Chinese wave, and her confidence in its continued momentum across the board, Ezz El Arab points out that European brands aren’t going anywhere just yet. Heritage still carries weight. “It’s kind of like the Apple Watch, it’s great, you’ll definitely buy it, wear it and enjoy its technology, but you’re still going to want to wear your Rolex,” she explains.

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