66% of New Vehicle Purchasers in the UK Don’t Identify New EV Brands

22nd Aug 2023

Fresh electric car market entrants might face a significant hurdle to achieving prosperity in the United Kingdom – the Great British public.

A recent survey reveals that a majority of new car purchasers, about 66%, are unfamiliar with various new electric car manufacturers that have emerged in recent times, despite some already being available for purchase in the UK.

Nevertheless, this lack of recognition for 33% of these buyers doesn't deter them from considering a used vehicle from a new brand, compared to just over 25% who would opt for a new one.

eBay Motors Group conducted a survey of 2,000 buyers focusing on ten electric car brands from the US and China. The results disclose that the highest levels of familiarity were with Chery (16%), Fisker (11%), Rivian (nine%), Lucid Motors (eight%), and Nio (seven%), all of which have yet to debut in the UK.

However, recognition of brands already available for purchase in the UK was lower, with only six percent of respondents being aware of BYD and merely four percent identifying GWM Ora, despite both brands having been on the market for several months.

GWM Ora, the creators of the Funky Cat model, even declared the addition of two new dealers this week and expressed their intent to establish 20 sales locations by the end of this year.

Several lesser-known brands, including Lynk & Co (5%), Aiways (4%), and Zeekr (3%), are currently unavailable in the UK market.

Amid the influx of Chinese EV manufacturers, a third of potential buyers express confidence in purchasing a car from a Chinese brand, primarily men and individuals under 45 years old.

Lucy Tugby, Marketing Director at eBay Motors Group, emphasised the forthcoming surge in new EV brands from China and the US. She underscored the prevailing lack of consumer awareness about these brands, even those already present in the UK market.

Tugby noted that while awareness might be limited now, history has shown buyers' increasing openness to fresh brands that offer affordability and positive customer experiences. She anticipates growing interest in these new EV brands as they enter the used market, particularly among younger consumers.

The trajectory of consideration for these brands seems promising for the future. In the meantime, if you are looking to get the best deals on used cars Milton Keynes, check out Hilton car supermarket. We offer a 90-day warranty and over 200 second-hand cars for sale.

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