Long the preserve of European automakers, the premium segment is now attracting a new generation of Chinese brands with openly stated ambitions. Their strength lies in a head start in electrification and onboard technology, two areas where they intend to stand out.

Yet the premium market is not won on the spec sheet alone. Brand image, the strength of the distribution network, and the quality of service remain decisive factors, and it is precisely on this ground that the newcomers will have to prove themselves.

Zeekr, Denza, Voyah and IM Motors, for one, plan to build a solid network to establish their presence and earn the trust of demanding buyers. This second wave is clearly aiming higher than before. For aftermarket players and dealers alike, this development is worth watching closely in the years ahead.

Source : Journalauto.com, Christophe Bourgeois (28 septembre 2026)

Image: Le Journal l’automobile (France)