Lack of Awareness: Majority of New Car Buyers Unfamiliar with EV Brands

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【Summary】Two out of three new car buyers in the UK are not familiar with new electric vehicle (EV) brands, despite some being available for purchase. A survey found that only a small percentage of respondents recognized brands like Chery, Fisker, and Rivian, which are yet to arrive in the UK. Additionally, awareness of brands already on sale, such as BYD and GWM Ora, was low. However, a third of buyers would consider purchasing a used car from a new EV brand, indicating potential for future growth.

FutureCar Staff Aug 14, 2023 10:03 AM PT

Lack of Awareness: Majority of New Car Buyers Unfamiliar with EV Brands

New electric car brands in the UK may face a significant hurdle when it comes to success - the lack of recognition among the public. Despite some of these brands already being available for purchase, a recent survey found that two in three new car buyers are not familiar with these new electric car brands.

However, this lack of awareness does not deter a third of buyers from considering buying a used car from a new brand, compared to just over a quarter who would opt for a new car.

eBay Motors Group conducted a survey of 2,000 buyers on 10 electric car brands from the US and China. The survey revealed that the highest levels of awareness were for Chery (16%), Fisker (11%), Rivian (9%), Lucid Motors (8%), and Nio (7%), all of which have yet to enter the UK market.

On the other hand, awareness of brands that are already available for purchase in the UK was considerably lower. Only 6% of respondents had heard of BYD, and just 4% recognized GWM Ora, despite both brands being on sale for several months. GWM Ora, the maker of the Funky Cat, even announced the appointment of two new dealers this week and plans to have 20 sales sites by the end of the year.

Other brands with low awareness include Lynk & Co (5%), Aiways (4%), and Zeekr (3%), none of which are currently available in Britain.

Interestingly, a third of all buyers expressed confidence in purchasing a car from a Chinese brand, with men and those under 45 being the most likely customers.

Lucy Tugby, eBay Motors Group marketing director, highlighted the low consumer awareness of many of these new EV brands. However, she also pointed out that buyers tend to become more receptive to new brands that offer affordability and a positive customer buying experience, as evidenced by the growing popularity of Korean brands and the successful introduction of Dacia in the past. Tugby believes that although awareness may be low at present, buyers are not ruling out these new EV brands, particularly among younger buyers who show an appetite for consideration once the models enter the used market.

Overall, the survey indicates that awareness of new electric car brands among the UK public is currently limited, but there is potential for growth and consideration in the future.

Consumer recognition of the top 10 EV brands: