CHINESE automakers are pulling out all the stops to win over Jamaican consumers, employing a mix of competitive pricing, feature-packed vehicles, extended warranties, and strategic partnerships to overcome scepticism about quality and infrastructure.

From offering six-year warranties on Changan vehicles to equipping even budget-friendly models with premium features like sunroofs and leather seats, these brands are reshaping perceptions and challenging the dominance of legacy Japanese and European automakers. With a focus on affordability, style, and innovation, Chinese carmakers are making a bold play for a foothold in Jamaica’s evolving automotive market.

Praxedes Castillo Bellapart, general manager of Bella Castle International, the distributor of Chinese car brand Changan in Jamaica, outlines the strategies used to woo consumers.

“Look, when I started in Dominican Republic seven years ago, it was very similar to what Jamaica is now. People were very pro-Japanese brands and Korean brands. But I started with very well-equipped and technological vehicles, which have a very good price point. So what you pay for and what you receive is a lot better than if you were to buy a Japanese or a Korean brand. So that is basically the tipping point for a customer to change his mindset from a traditional brand, which has been Japanese or Korean, to a Chinese brand,” Bellapart said.

Attracting customers also takes the form of longer warranties than are given on more established brands. For Changan, that warranty stretches up to six years or 100,000 kilometres, whichever comes first.

“If I give you six years of warranty, it’s because I know the car has the quality and has every technological aspect to endure in these conditions. So we are confident and know that Changan is going to be one of the top brands in the near future here in Jamaica,” he said.

Similar warranty is offered on other Chinese car brands. Customers purchasing GWM Haval get 6 years warranty and 3 years free service. At BYD, the warranty also extends for 6 years with batteries used in the EV models being under warranty for up to 8 years. At the same time, the company offers 3-year free service. BAIC offers 5-year warranty with 2-year free service. These compare to traditional brands which offer 2-to 3-year warranty on the vehicle and up to 2-year free service in most cases.

Adopting to electric vehicles, especially those sold by BYD, comes with other challenges that are not faced by the other Chinese models that use petrol or are hybrids. BYD in Jamaica distributes both plug-in EVs and hybrids.

“The infrastructure is the hardest part in selling EVs, whether Chinese or otherwise, more so with the Chinese, it is much more harder, because it is Chinese and its new,” Smith pointed out.

He said customers have expressed concern about the impact the EVs could have on their electricity bill and if enough charging stations are distributed across the island to assure them they will be able to recharge.

“We are limited with how many we are able to sell because people are fearful of the infrastructure.”

Companies like Jamaica Public Service and Jamaica Energy Partners have been building charging stations around the country ahead of the demand, but the buildout is tied to the number of these cars being sold. Then, there is the issue of location.

BYD sells its EVs with wall chargers installed at customers’ homes to alleviate the concerns, but still faces hurdles.

“One of the major challenges that we face as an EV brand, regardless of where it comes from, most of Kingston is apartments and townhouses…and when you do the wall charger, the strata can has an issue, cause if you are on the fifth floor, we have issues with connecting breakers and things like that…people with houses in schemes are perfect.”

He said range anxiety should not be an issue, pointing out that for most customers who just drive around town, one charge can last up to two weeks. But he concedes that going out of town, and uphill, will drain the batteries quicker than on flat landscape, in the same way petrol vehicles use more fuel on similar trips. A push is also being made to have parking spots designated for charging in apartment buildings that are linked directly to the owners meters. Making better batteries is also on the agenda of Chinese car brands to help alleviate any fear.

“The thing with the Chinese is that they are just constantly thinking, to their compliment. They are always trying to find new ways and other materials to make batteries….they’re coming with sodium batteries.. it may be a good five or ten years away.”

Another issue customers cite is for parts. All Chinese car brands stock them for customers, but like petrol vehicles, all may not be available when needed.

“I try to always give them the flip side. It’s not a Chinese problem, even if you hit a Benz and need a part you may not get it immediately. Some things we will stock. A parts manager knows what to order and keep and for the others, we order quickly,” Smith said.

For all, the growth of Chinese car brands is inevitable.

“You cannot think that you’re gonna eliminate them. Chinese are already the biggest players. They have the biggest car market in the world. They are the biggest car exporters of the world. So, in the end, they’re here to stay. Here to stay forever,” Bellapart concluded.