Chinese brands dominate the Motor Show

In a Turin that is still debating (and divided over) whether or not it is ethical to shift production (albeit limited) from the automotive sector to the defence and space industries, the legendary Motor Show is once again striking a chord with enthusiasts. And with it comes nostalgia for times gone by and the golden age, when the city of the Mole was a benchmark for the global motoring industry. But whilst the transition to the defence sector divides thoughtful observers and trade unionists, China, on the other hand, seems to unite everyone. It is the card to play today, no ifs, ands or buts. And so Turin is celebrating with champagne at a Motor Show where half of the exhibiting manufacturers will be Chinese. This is no small development, bearing witness to Beijing’s relentless push to capture the European market, combining highly aggressive trade policies with a strong presence of cars at trade fairs and substantial advertising investments, even in football stadiums. In doing so, it is stealing a march on the Brussels Commission, which this autumn will resume the complex task of drafting policies to protect ‘Made in Europe’ products. The Motor Show therefore opens on 11 September with 47 manufacturers in attendance and around a hundred models on display. Local newspapers, keen to report on this revival, have taken delight in listing the Chinese brands present, and the list goes on and on: from the major players such as BYD and Chery, to Dongfeng and Leapmotor, right through to the lesser-known Omoda, Xpeng and Zeekr. In terms of Italian sales in 2025, the sector is approaching 130,000 registrations, with an 8.4 per cent market share and an extraordinary year-on-year increase of 72 per cent. BYD, which benefits from the advice of Italian top executive Alfredo Altavilla, has almost doubled its figures, and Leapmotor, a partner of Stellantis, is also reported to be growing steadily. These are the key figures, but what is worth highlighting is the welcoming atmosphere Turin is extending to these newcomers from the East. The president of the Motor Show, Andrea Levy, could not have been more enthusiastic, stating that “we are proud” that many new Chinese manufacturers are choosing the Mole and the city centre to present their previews. “This creates opportunities for the entire supply chain to work and secure new contracts.” Levy is also keen to emphasise that Chinese manufacturers are not merely flocking to motor shows and supporting the opening of new dealerships, but are also establishing European-style design centres, such as Chang’an in Turin and GAC in Milan, “carrying on that Italian and Turinese excellence in design”. In short, Beijing’s creativity is described as capable of drawing on the great tradition of Savoyard design, which has long been a world leader but which, to remain viable, urgently needs an injection of fresh blood.

The mood in the city is therefore one of anticipation: after all, Mirafiori is the only plant in the Stellantis world that produces a single model, and it is highly unlikely that the target of 100,000 units forecast for 2026 will be anywhere near being met. A debacle. Consequently, the people of Turin who will be admiring the Chinese cars expect the former Fiat to expand Mirafiori’s product range or for one of the Chinese manufacturers present at the Motor Show to set up operations in the area – whether Stellantis likes it or not.

In Cassino, too, people are eagerly awaiting the decisions to be taken by Stellantis’s chief executive, Antonio Filosa, by the end of the year, with hopes pinned on a joint venture with Leapmotor or another Beijing-based manufacturer. This would complement the Alfa Romeo and Maserati production lines, which the Italian-French multinational is in any case expected to transfer to the plant in southern Lazio. Trade unions, notably the Piedmont branch of Fiom-Cgil, have shifted their focus away from Cassino, proposing Mirafiori as an alternative site to welcome the new partners; and the success of the Motor Show could certainly prove to be a good calling card for forging alliances. Today in Europe, to circumvent EU tariffs, Beijing manufactures in Poland, Spain, Hungary and Turkey. It favours France for components and Germany for the battery supply chain, whilst Italy is still waiting – apart from Stellantis’ decisions – for that manufacturer (Dongfeng, Chery or others) which Minister Adolfo Urso has promised for what seems like an age, along with the one million cars a year to be produced in Italy.