Unfamiliarity with New EV Brands Persists Among Majority of New 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 recognition among the British public. According to a recent survey, two out of three new car buyers are unfamiliar with a range of electric car brands that have emerged in recent years, even though some of them are already available for purchase in the UK.

Despite this lack of awareness, the survey found that for a third of buyers, it does not deter them from considering buying a used car from a new brand, compared to just over a quarter who would prefer to buy new. The survey, conducted by eBay Motors Group, involved questioning 2,000 buyers about 10 electric vehicle (EV) 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 be introduced in the UK market. On the other hand, awareness of brands that are 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 is on track 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.

Regarding Chinese EV brands, the survey found that a third of all buyers would feel confident 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 new EV brands and emphasized the importance of affordability and positive customer experiences in gaining popularity.

Tugby also noted that while awareness of these brands may currently be low, buyers are not ruling them out, especially among younger buyers who show an interest in considering these brands once they enter the used car market. Tugby believes that consideration for these brands will only increase in the future.

Here are the top 10 EV brands ranked by consumer recognition:

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