Despite a 72% increase in global market share since 2020, Chinese auto brands have yet to enter the U.S. market, but firsthand exposure could drive a change in consumer interest.

The Center for Automotive Research in its June MBS Vehicle Experience Survey found that U.S. consumers may have limited firsthand exposure to Chinese-branded vehicles. At its MBS Demo Day, only 20% of guests had previous experience riding in one. But they had the chance to ride in a Xiaomi YU7 at the event, and the experience made a difference.

Consumers’ purchase intent increased after the rides, event guests saying they were impressed by the vehicle amenities, digital integration, ride quality, performance and finishes. Firsthand experience improved perceptions and purchase intent by almost 40%, according to the nonprofit research group.

The findings led the center to pose a pertinent question: If Chinese-branded vehicles become available in North America, will consumers follow?

Research by Cox Automotive this year showed a divide in consumer sentiment on the topic. Younger car shoppers were more open to Chinese auto brands while older generations remained resistant. And though nearly half of consumers said they were familiar with the brands, they lacked deeper understanding of them.

And the contrast between dealer and consumer sentiment was notable: 40% of consumers supported Chinese auto brands entering the U.S., but only 15% of dealers said they supported it.

Chinese brands have already made headway elsewhere in North America, having sold autos in Mexico for years and recently getting the green light from Canada to import a limited number of electric vehicles. Many U.S. industry experts see the same thing inevitably happening stateside.