New EV brands overlooked by majority of new car buyers

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【Summary】Two out of three new car buyers in the UK are not familiar with new electric vehicle (EV) brands, even though some of them are already on sale. A survey conducted by eBay Motors Group found that while there is low awareness of these brands, a third of buyers would consider purchasing a used car from a new marque. The highest levels of awareness were for Chery, Fisker, Rivian, Lucid Motors, and Nio, all of which are yet to arrive in the UK.

FutureCar Staff Aug 14, 2023 7:09 AM PT

New EV brands overlooked by majority of new car buyers

New electric car brands in the UK are facing a significant obstacle - lack of recognition among the British public. According to a recent survey, two out of three new car buyers are unfamiliar with the various electric car brands that have emerged in recent years, even though some of them are already available for purchase in the UK.

Interestingly, this lack of awareness does not deter a third of buyers from considering buying a used car from a new brand, while just over a quarter would opt for a new car. The survey, conducted by eBay Motors Group, involved 2,000 buyers and focused on 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 have yet to enter the UK market. However, awareness of brands already available for purchase in the UK was considerably lower, with only 6% of respondents having heard of BYD and a mere 4% recognizing GWM Ora, despite both brands being on sale for several months.

GWM Ora, the manufacturer 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 levels included Lynk & Co (5%), Aiways (4%), and Zeekr (3%), none of which are currently offered in Britain.

Interestingly, a third of all buyers surveyed expressed confidence in buying a car from a Chinese brand, with men and those aged under 45 being the most likely customers. Lucy Tugby, the marketing director of eBay Motors Group, highlighted the low consumer awareness of many new EV brands and emphasized the potential for growth as buyers become more receptive to affordable options that offer a positive customer experience.

Tugby also noted that although awareness of these new EV brands may be low at present, buyers are not ruling them out, as evidenced by the interest in considering them once they enter the used car market, particularly among younger buyers. The future is likely to see an increase in consideration for these brands.

The survey also ranked the 10 EV brands based on consumer recognition: