New EV brands go unnoticed by majority of car buyers

author: FutureCar Staff    

New electric car brands in the UK may face a significant challenge in gaining success due to a lack of awareness among the British public. A recent survey revealed that two out of three new car buyers are unfamiliar with a range of electric car brands that have emerged in recent years, despite some of them already being available for sale in the UK.

Interestingly, this lack of awareness does not deter a third of buyers from considering purchasing a used car from a new brand, compared to just over a quarter who would opt for a new car. eBay Motors Group conducted the survey, questioning 2,000 buyers about 10 electric vehicle (EV) brands from the US and China.

The survey found that the highest levels of awareness were for Chery (16%), Fisker (11%), Rivian (9%), Lucid Motors (8%), and Nio (7%), all of which are yet to be introduced in the UK market. However, awareness of brands already available for sale in the UK was lower, with only 6% of respondents having heard of BYD and just 4% recognizing GWM Ora, despite both brands being on sale for several months.

GWM Ora, the manufacturer of the Funky Cat, even announced the appointment of two new dealerships this week and plans to have 20 sales sites by the end of the year. Other brands with low awareness included Lynk & Co (5%), Aiways (4%), and Zeekr (3%), none of which are currently offered 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 need for increased consumer awareness of these new EV brands, but also mentioned that buyers are open to considering them once they enter the used car market, especially among younger buyers.

Tugby also drew attention to the growing popularity of Korean brands in the 1990s and the successful introduction of Dacia a decade ago, emphasizing that buyers become more receptive to new brands that offer affordability and a positive customer buying experience. She believes that as awareness grows, consideration for these new EV brands will also increase in the future.

According to the survey, the top 10 EV brands ranked by consumer recognition are as follows:

1. Chery - 16.0%
2. Fisker - 10.8%
3. Rivian - 8.5%
4. Lucid - 8.4%
5. Nio - 7.2%
6. BYD - 6.3%
7. Lynk & Co - 5.0%
8. Ora - 4.2%
9. Aiways - 4.1%
10. Zeekr - 2.9%

FutureCar Staff