More than half of US consumers would consider purchasing a China-made vehicle, according to Dave Cantin Group’s 2026 mid-year Market Outlook Report. The survey reveals significant openness among younger demographics, with 77% of consumers under age 35 willing to buy such vehicles.

The report, produced in partnership with The Martec Group, highlights shifting consumer preferences amid affordability pressures. While 51% of all US consumers expressed willingness to consider Chinese brands, this figure drops to 36% for those aged 55 and older. Notably, nearly 30% of consumers open to China-made vehicles indicated they would consider models priced at $45,000 or more, suggesting the opportunity extends beyond the entry-level market segment.

What the Numbers Show

The data indicates a divergence between generational attitudes toward country-of-origin and price sensitivity. While younger consumers (under 35) show high acceptance (77%) of Chinese brands, the willingness to pay a premium ($45,000+) remains limited to a subset (nearly 30%) of the broader pool of interested buyers. This suggests that while brand resistance is fading among youth, price competitiveness remains a critical factor for mass adoption across all age groups.

Affordability Reshapes Product Strategy

Affordability concerns are driving changes in OEM product strategies. With average new-vehicle transaction prices around $50,000 and monthly payments significantly higher than five years ago, consumers are forcing manufacturers to align products with buyer budgets. Electric vehicle demand has fallen sharply as federal incentives disappear. One GM dealer reported monthly EV sales dropping from a couple hundred to roughly a dozen after incentives ended, while monthly lease payments rose from about $240 to roughly $800. Conversely, hybrids are gaining momentum as manufacturers recalibrate powertrain strategies.

Mainstream vehicle quality has reached rough parity across many brands, shifting competition toward product appeal and price rather than historical reliability perceptions. Dave Cantin Group President Brian Gordon noted that increasing quality parity and declining resistance to vehicle country-of-origin mean compelling products at the right price can disrupt the market faster than ever.

Dealership M&A Accelerates

Dealership consolidation is expected to accelerate, with 64% of dealers surveyed expecting M&A activity to increase over the next 12 months, compared to only 12% expecting a decline. Leading dealership groups are approaching M&A strategically, managing businesses as portfolios by acquiring desirable franchises and selling weaker assets. Buyers are increasingly evaluating future performance under their own operating models rather than focusing solely on historical earnings multiples.

Consumers Gain Leverage via AI

AI is accelerating a shift of power toward consumers. Among consumers who have used AI to research a vehicle, 59% rate it a six or seven on a seven-point scale for its importance in purchase decisions. More than half of consumers under 55 have used or plan to use AI for vehicle research. Dealers anticipate that AI shopping agents will eventually compare vehicles, pricing, and trade-in offers across multiple dealerships simultaneously, increasing pressure on dealers to operate transparently and price accurately.

Dave Cantin Group announced the launch of DCG Athlete Investment Services on July 06, 2026, a strategic advisory practice designed to help dealership groups and professional athletes develop business partnerships. The initiative aims to create value for both parties by providing a consistent framework for evaluating opportunities, aligning expectations, and maximizing long-term returns. This move responds to the growing trend of athletes participating in automotive retail as owners and investors.

Strategic Framework and Services

DCG Athlete Investment Services was established to address the lack of structured evaluation in athlete-dealership relationships. The new practice assists both athletes and dealership groups in approaching partnerships with a strategic focus. Services offered include athlete and dealership partner identification, partnership strategy, investment evaluation, transaction advisory, deal structuring, diligence support, and ongoing consulting.

Industry Dynamics and Leadership

As consolidation intensifies in automotive retail, competition is increasingly played out at the community level. Dealership groups are seeking differentiation through trust, visibility, and local engagement. Dave Cantin Group CEO Dave Cantin noted that today’s athletes seek opportunities to contribute beyond capital, aiming for long-term involvement in businesses like automotive retail that offer entrepreneurship and community impact.

President Brian Gordon highlighted that customers demand trust, authenticity, and unique experiences. He emphasized that successful partnerships are built on shared values and community alignment. Gordon brings over two decades of experience in sports marketing and athlete partnerships, having worked with brands like Mercedes-Benz and General Motors. Cantin contributes firsthand experience from his previous partnership with Super Bowl champion and automotive retailer Brad Benson.

Evaluation Criteria

The practice evaluates potential partnerships based on shared business objectives, market dynamics, cultural fit, community alignment, and short- and long-term goals. By combining DCG’s automotive retail M&A expertise with experience in sports business and strategic marketing, the firm aims to facilitate meaningful business partnerships rather than mere marketing relationships.

DCG expects interest in athlete participation within automotive retail to grow as wealth advisors and family offices evaluate dealership ownership alongside other private-market investments.