The Portuguese automotive market is undergoing a structural transformation, and the Asian Automotive Portugal 2025 landscape reflects this shift, driven by the entry and consolidation of new Asian brands—primarily Chinese—with a strong focus on electric and hybrid mobility.
Monitoring carried out by MediaMonitor during the fourth quarter of 2025 clearly illustrates the scale of this phenomenon: more than 2,000 news articles were published about these brands, corresponding to an estimated media return of €20.8 million at rate-card value.
The data reveal clear differences between established brands, new entrants with strong growth ambitions, and projects that have lost media traction, reflecting diverse commercial strategies, different launch rhythms, and varying abilities to generate newsworthy narratives.
Among the brands analyzed, BYD, XPENG, LeapMotor, Dongfeng, Voyah, Aiways, Changan and KGM, growth dynamics vary significantly, both in terms of sales performance and media visibility.
Figure 1: Total number of news articles by brand (Q4 2025). Source: MediaMonitor.
Figure 3: Media value by brand (Q4 2025). Source: MediaMonitor.
Figure 4: Monthly distribution of news coverage by brand (Q4 2025). Source: MediaMonitor.
BYD: an undisputed leader
BYD has firmly established itself as the leading player in this new wave of Asian automotive brands. As in sales performance, BYD clearly stands out as the Asian car brand with the greatest media impact in Portugal.
Having entered the Portuguese market in 2023, BYD became the best-selling Chinese brand in 2025, with 6,059 passenger vehicles sold, representing 94.1% growth compared to 2024. Its overall market share reached 2.7%, rising to 9.4% in the 100% electric segment. With 13 active dealerships and a broad product range, BYD is positioning itself as a large-scale mainstream brand.
This performance is also reflected in media coverage. BYD led in total news volume, with strong visibility around topics such as the extension of battery warranties, the launch of the BYD Atto 2 Boost, updates to the Dolphin, and the possibility of overtaking Tesla in global electric vehicle sales as early as 2025.
Xpeng and LeapMotor: fast and consistent growth
Close behind is XPENG, which significantly strengthened its media presence in 2025, in line with its commercial expansion and its focus on technological innovation, particularly in ultra-fast charging and advanced driver assistance systems.
Present in Portugal since 2024, XPENG recorded 900 units sold in 2025, an impressive 946.5% year-on-year increase. Media coverage focused primarily on technological innovation and on the launch of the G6, G9 and P7 models, some of which were highlighted as contenders for “family car of the year”.
LeapMotor, which entered the Portuguese market in 2025, also achieved a solid market debut. With 340 units sold in its first year, it became the fourth best-selling Chinese brand in Portugal. Media attention centered on the European launch of the B03X, unveiled at the Brussels Motor Show, and the national debut of the B10, reflecting the brand’s European expansion strategy through the LeapMotor International joint venture.
Dongfeng and Voyah: mixed visibility, clear ambition
Dongfeng, present in Portugal since the final quarter of 2024, recorded 147 sales in 2025, representing growth of over 1,200%. Media attention, however, was mixed. While the Dongfeng E-Truck won a Red Dot design award, the Dongfeng Box attracted negative attention after failing Euro NCAP safety tests. This fluctuation reflects a brand still in an affirmation phase, with visibility largely driven by specific events.
Voyah, Dongfeng’s premium sub-brand, maintained a more institutional and strategic media presence, with 29 units sold (+262.5%). Coverage focused on strategic partnerships, notably with CATL, and the opening of new retail spaces, reinforcing a clear commitment to the premium electric segment.
Changan and Aiways: very different stages
Changan, which entered the Portuguese market in 2025 through the Auto-Industrial Group, remains in an early market-entry phase. The 54 units sold reflect a launch year, with media coverage concentrated on the introduction of the Deepal S05 and S07 models.
In contrast to the overall trend, Aiways is experiencing a sharp decline in media visibility. Present in Portugal since 2022, the brand shows clear signs of stagnation. With only one vehicle sold in 2025 (–90% year-on-year), its media presence was minimal, limited to generic mentions with little product focus.
Kgm: the non-chinese exception
Although not Chinese, KGM (formerly SsangYong) is a relevant part of this new Asian automotive wave. Present in Portugal since 2024 and offering a range focused on SUVs and pick-ups, its main media highlight was the presentation of the Musso K5, an electric pick-up signaling a clear attempt at technological repositioning.
Asian Automotive Market in Portugal 2025: A New Balance
The MediaMonitor analysis confirms that media visibility largely mirrors commercial performance. Brands with frequent launches, strong technological narratives and active market engagement are better positioned to translate momentum into meaningful media exposure.
BYD leads decisively, while XPENG, LeapMotor and the Dongfeng/Voyah axis consolidate growth in both sales and dealership networks. By contrast, Aiways is losing relevance, and Changan continues to seek its place in an increasingly competitive market.
More than a passing trend, the strong presence of Asian automotive brands in Portuguese media throughout 2025 signals a deep structural shift in the automotive sector, with direct implications for consumer choice, price competition and the acceleration of the electric transition.
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