# Chinese brands are transforming car advertising in Brazil and already account for 27% of the sector's media spend The Brazilian car market is going through a transformation that goes far beyond the arrival of new models at dealerships. - Section: Future - Published: October 28, 2026 - Address: https://ceoone.com.br/en/article/chinese-brands-are-transforming-car-advertising-in-brazil-and-already - Em português: https://ceoone.com.br/artigo/marcas-chinesas-transformam-a-publicidade-automotiva-no-brasil-e-ja-co.md ![Fabio Tramontano, bearded, in a light blue shirt, in front of a grey wall](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/marcas-chinesas-transformam-a-publicidade-automotiva-no-brasil-e-ja-co-foto-horizontal.webp) Photo: Courtesy ## Key points - Chinese brands accounted for about 27% of the car sector's media investment in the first half of 2026, according to Kantar Ibope Monitor. - The category's average monthly investment grew 25% between 2025 and 2026, with the arrival of brands such as Omoda Jaecoo, GAC, Geely, JETOUR, Leapmotor, CaoaChangan and MG. - Celebrities such as Gisele Bündchen, Bruna Marquezine and Paolla Oliveira speed up recognition of the new brands, but do not replace a competitive product and a consistent strategy. *By Fabio Tramontano* The entry of Chinese brands has gained scale, increased competition and has also started to move the advertising market. In the first half of 2026, brands of Chinese origin already accounted for about 27% of the category's media investment, according to Kantar Ibope Monitor data. Average monthly investment grew 25% between 2025 and 2026, keeping pace with the arrival of new competitors. I have followed this process since the first wave of Chinese brands in the country. Between 2017 and 2023, CaoaChery played an important role in confronting the prejudice that still existed toward Chinese products, opening up the market for good. Later, BYD and GWM took center stage with electrification and helped change consumer perception of technology and quality. We are now in a third wave. Since mid-2025, Brazil has received an unprecedented number of brands, among them Omoda Jaecoo, GAC, Geely, JETOUR, Leapmotor, CaoaChangan and MG. We have never had so many new companies arriving at the same time with such a range of products and aggressive launch strategies. When the number of competitors grows like this, the contest naturally reaches communication. Having a competitive product or an aggressive pricing policy is not enough: a brand needs to be recognized, build trust and win a place in the consumer's mind. With brands competing for consumer attention, they need to turn to assets that can generate recognition at scale. That is where celebrities come in. The choice of names such as Gisele Bündchen, Bruna Marquezine and Paolla Oliveira is no accident. A well-known personality works as an asset capable of accelerating the recognition of a brand that is still building its presence in the country. The same goes for investment in football, sports broadcasts, influencers and creators. This movement also shows how the perception of Chinese products has changed. For a long time, talking about a Chinese car in Brazil meant dealing with deep-rooted prejudice. Today, the conversation is different. It is practically impossible to mention these brands without talking about electrification, technology, connectivity and new mobility models. Today, the Chinese market is synonymous with innovation and efficiency. The cultural break has already happened in much of the market. The challenge now is to win attention in an environment where dozens of brands compete for the same consumer. The speed of launches helps explain this change. The Beijing and Shanghai motor shows have become global references, and there is now growing coverage of Chinese launches by specialist media, influencers and creators. Brazilian consumers have started following news that, until recently, was not even part of their repertoire. We have never before seen so many brands arriving in Brazil at the same time, offering so many products and competing for space in an already established category. Marketing is keeping up with this pace, because companies arriving in a competitive, high-value market invest aggressively. The difference, at this moment, lies in the number of new entrants. This pressure will not be limited to Chinese companies. Traditional carmakers will also have to react. When competition increases, investment and creativity tend to follow. Whoever has more stamina to sustain this contest will have an important advantage. The growth in investment itself shows that this is already happening. The category's monthly average rose 25% between 2025 and 2026. And this figure is likely to keep rising, considering that new brands are expected to arrive in the country later this year. But there is an important difference between investing to make noise and investing to build a brand. Those who intend to stay in Brazil need to build trust, establish an identity and create an ongoing relationship with the consumer. Celebrities can speed up recognition, but they do not replace a competitive product and a consistent strategy. I believe this will be the next stage of the contest. The first task was to break down prejudice. Then, to show that there was technology and competitiveness. Now, brands need to win relevance, set up relationship initiatives and, later, invest in strategies to maintain brand recall and build loyalty. Whoever wants to come and stay will have to invest at a level at least compatible with what the category moves. But be prepared, because at least four new brands are expected to arrive in Brazil this semester, and that means competition is likely to intensify. In this battle for Brazilians' attention, the advertising market is one of the arenas. Perhaps the most interesting one in this contest. CEO ONE · https://ceoone.com.br