Chinese automakers dominate the premium segment in August; see list of best sellers

It is not only in the electrified model segment that Chinese brands lead sales, this dominance has reached the premium automotive market. In August 2026, they accounted for 20.1% of the segment’s registrations, the highest percentage ever recorded, according to a survey by Bright Consulting. The result represents a significant advance over the 14.8% recorded in July.

The growth is even more evident in the annual comparison: in August 2025, Chinese brands totaled only 60 units, equivalent to 1.3% of premium sales. A year later, the volume reached 757 vehicles, more than 12 times higher than that recorded in the same month last year.

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The main responsible for the advance is Denza, which reached 683 registrations in August and had an 18.2% share in the segment. The brand also placed the B5 in the overall leadership of premium models, with 677 units sold, maintaining first place for the third consecutive month. The Chinese SUV alone accounted for 18% of the entire premium market.

Another Chinese company that gained prominence was Zeekr. The 7X registered 72 registrations and entered the top 10 of premium models, tied with the Volvo EX40.

Premium market retreats in August

The advance of Chinese brands comes at a time of retraction in the premium market. In August, 3,757 registrations were registered, a drop of 7% over July, when 4,041 units were sold. Compared to August 2025, the decrease was 16%.

In 2026, the segment totals 31,601 vehicles, a reduction of 6.4% compared to the 33,780 units registered in the same period of 2025. The performance contrasts with the general automotive market, which grew 19.3% year-to-date.

Among traditional brands, BMW led August with 1,255 units and 33.4% share. Mercedes-Benz had 12.4%, while Volvo registered 10.5%. BMW even placed four models among the ten best sellers: X1, 320i, X3 and X2.

SUVs and electrified vehicles gain space

SUVs continue to dominate the Brazilian premium market. In August, they accounted for 74.2% of sales, a new record for the segment and a significant advance over the 58% recorded in the same month of 2025.

Electrification also continues to be one of the main characteristics of the premium market. There were 2,017 electrified vehicles sold in August, equivalent to 53.7% of the total. Plug-in hybrids (PHEV) accounted for the largest share, with 1,101 units, or 54.6% of electrified vehicles.

Denza played an important role in this result: the brand led among PHEVs, with a 61.5% share in the technology, practically concentrated in B5. In other words, while traditional brands still concentrate most of sales, Chinese manufacturers are advancing rapidly, driven by electrified SUVs.