The Danish car market is experiencing unprecedented competition as the electric car market continues to expand, with brands constantly changing positions as new models are introduced and prices fluctuate, making the competition to attract buyers fiercer than ever.
TV2 published a report on the opinions of five of the most prominent specialists in the Danish automotive market: automotive analyst Jan Lang from Bilbasen, consumer economist Ilyas Dogru from FDM, and automotive content creators Kim Middelhede, Henrik Drebolt, and Jesper Dalberg, who evaluated the 15 best-selling brands during the first half of 2026.
Skoda tops the experts' ratings
Despite Toyota leading the market sales during the first six months of the year, experts gave the highest rating to the Skoda brand with an average of 9 out of 10, expecting it to be able to seize the sales lead before the end of the year thanks to the new models, most notably the Epiq and Peaq.
Jesper Dahlberg said that Skoda has a real chance of overtaking Toyota, while Kim Middehill believed that the new models would increase the brand's appeal to Danish buyers.
Toyota continues to shine
Toyota ranked second in the experts’ assessment with an average of 8.2 points, after successfully regaining customer confidence, especially with the improved performance of its electric car bZ4X and the launch of the new Touring version.
Jesper Dahlberg said the brand had regained its historical credibility in the Danish market, while Henrik Dreibold described it as consistently delivering high-quality cars without media hype.
Volkswagen is betting on small cars
Volkswagen came in third place with an average of 8.4 points, with expectations that it will maintain its position among the top brands, especially after the launch of the electric version of the Polo and the ID.3 update.
Henrik Dreibold said the company has a wide range of products that meet the needs of different segments of buyers, while Jesper Dahlberg predicted that the brand would maintain its presence among the top three.
Intense competition between luxury brands
Mercedes and BMW received similar ratings of around 8 points each.
Experts pointed out that Mercedes is betting on launching new models at more competitive prices, while BMW is relying on the new generation Neue Klasse, which features a longer driving range and more advanced technologies.
Tesla is regaining momentum, but…
Tesla occupied a middle position with a rating of 6.4 points.
Experts believe that semi-autonomous driving systems and financing offers have helped the company recover some of its sales, but its continued success will depend on its ability to offer competitive pricing and financing, in addition to introducing cheaper electric cars.
Renault and Cupra among the most prominent newcomers
Experts have praised Renault's performance, suggesting that its electric models, such as the Renault 5 and the anticipated low-cost Twingo, could strengthen its position in the coming period.
Cupra has also been praised as one of the brands that has benefited greatly from the shift towards electric vehicles, thanks to the success of the Born and Tavascan models.
Cars facing challenges
The report indicated that Audi needs to expand its electric lineup, while experts believe that Kia has advanced cars and a long warranty, but the design of some of its models and their relatively high prices may affect its ability to compete.
Experts also believe that Peugeot and Citroen have lost a significant portion of their historical standing in the Danish market due to their slow adoption of electric vehicles, while Volvo needs the success of its new EX60 to regain momentum.
Chinese electric cars continue to make progress
The report noted that Chinese brands have begun to assert their presence in Denmark, especially Xpeng, which experts described as offering high-quality cars and having a strong service network, along with MG, which continues to attract buyers thanks to its competitive prices and high value for money.
A rapidly changing market
Experts concluded, according to TV2, that competition in the Danish car market has become fiercer with the acceleration of the shift towards electric cars, and that the coming months may see a change in the ranking of the best-selling brands with the arrival of new models to the markets, especially in the price category around 200,000 Danish kroner, which has become the most attractive to consumers.
