As the U.S. government effectively blocks Chinese-made electric vehicles by prioritizing tariffs and security regulations, the opposite trend is emerging online. Foreign media reported that complaints of "let us drive those cars too" are spreading among U.S. consumers who have learned about the value-for-money of Chinese EVs through TikTok and YouTube.
Recently, prominent U.S. auto YouTuber Richard Benoit posted a video test-driving the Chinese electric SUV "iCar 03." The video quickly surpassed 2 million views. In the video, Benoit said, "I think I now understand why the U.S. government is blocking these cars from coming in," adding, "The price-to-performance ratio makes no sense." The vehicle reportedly costs about $24,000 (about 35.46 million won).
On social media such as TikTok, content related to Chinese-brand EVs like BYD, Xiaomi, and Zeekr is spreading rapidly. According to Bloomberg, vehicles with low prices and a range of advanced features are being introduced as "high-value cars," drawing particular interest among younger consumers.
For now, it is difficult for ordinary consumers in the U.S. to buy Chinese-made EVs. That is because the U.S. government is effectively blocking the inflow of Chinese EVs on grounds of national security and industry protection. In 2024, it imposed a 100% tariff on Chinese-made EVs and also banned imports of vehicles that include Chinese-made software or parts. Another major barrier is that if a vehicle fails to meet U.S. safety and environmental standards, registration and even obtaining insurance are impossible.
Even so, consumer perceptions are changing quickly. In this year's U.S. new-car buyer survey, 33% said they were willing to consider a Chinese-made vehicle, nearly double the 18% in 2021. A review video by popular tech YouTuber Marques Brownlee of a Xiaomi EV drew about 10 million views and was estimated to generate $1.2 million (about 1.8 billion won) in advertising impact.
Price competitiveness is cited as a key driver of the Chinese EV boom. The average U.S. new-car price has risen 26% since 2020 to about $50,000 (about 74 million won). By contrast, BYD's small EV "Seagull" is around $13,000 (about 19 million won). A consumer in North Carolina said, "I tried to buy a car I saw on social media but was frustrated to learn it was impossible," adding, "It's hard to understand blocking a cheaper, better-performing car."
Experts say that even though it will be hard for Chinese automakers to enter the U.S. market in the short term, they are pursuing a long-term strategy to secure brand recognition through social media. Auto platform DCar, spun off from ByteDance Ltd., is subsidizing U.S. influencers' expenses to encourage content creation about Chinese EVs. As a result, Xiaomi's TikTok followers rose 20%, and about half of its roughly 7.8 million followers are in the U.S.
In fact, sales of Chinese EVs are rising quickly in adjacent North American markets such as Mexico and Canada. Industry watchers say, "The wider the gap grows between consumer expectations and policy, the more the debate over Chinese EVs will expand."