New EV brands on sale in UK, but two-thirds of new car buyers unaware

author: FutureCar Staff    

New electric car brands in the UK may be facing a challenge in gaining success due to a lack of recognition from the public. According to a recent survey, two out of three new car buyers are not familiar with the various new electric car brands that have emerged in recent years, despite some of them already being available for purchase in the UK.

Interestingly, this lack of awareness does not deter a significant portion of buyers, as one-third of them would consider 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 the survey, questioning 2,000 buyers about 10 electric car brands from the US and China. The results revealed 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 enter the UK market.

On the other hand, awareness of brands that are already available for sale in the UK was lower. Only 6% of respondents had heard of BYD, and just 4% recognized GWM Ora, even though both brands have been on sale for several months. GWM Ora, the maker of the Funky Cat, recently announced the appointment of two new dealers 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%), all of which are not currently offered in Britain.

With many of the new electric vehicle manufacturers originating from China, the survey found that one-third of buyers would feel confident purchasing a car from a Chinese brand. Men and those under the age of 45 were the most likely to consider buying from a Chinese brand.

Lucy Tugby, the marketing director of eBay Motors Group, commented on the findings, stating that while consumer awareness of many new electric vehicle brands is currently low, buyers are not ruling them out. She noted that buyers tend to become more receptive to new brands that are affordable and offer a positive customer experience, as seen with the growing popularity of Korean brands and the successful introduction of Dacia in the past.

Tugby also mentioned that although awareness may be low at present, the data indicates an appetite for consideration among younger buyers once these new electric vehicle models enter the used car market. She believes that this consideration is likely to increase in the future.

Here is the list of the 10 electric vehicle brands ranked by consumer recognition:

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

FutureCar Staff