By the time the UK bans the sale of new ICE vehicles, new entrants – dominated by Chinese brands – could account for up to 25% of the UK EV market or 400,000 cars on the road according to Auto Trader’s Road to 2030 Report.
QuMind surveyed 3,985 consumers and found that four in ten UK consumers would consider a Chinese car brand. The greatest support comes from the 17-34 age group. Chinese EV brands, such as BYD, GWM and Omoda, would attract 57% of younger buyers with innovative technology and affordability compared to just 25% of over 55s.
Ian Plummer, Auto Trader’s commercial director, said: “Chinese brands are increasingly pivotal players in the UK’s electric transition. Their ability to offer affordable, high-quality electric vehicles, is winning over the younger drivers who will play a vital role in driving the widespread adoption of electric vehicles.
“But the rise of Chinese brands comes with challenges. Consumers’ trust in the quality and safety of these new entrants remains mixed, particularly among older buyers.
“To succeed, Chinese brands will need to focus on reassuring consumers through strong safety ratings, data security, expert reviews, and customer service that they are as good as the more trusted traditional manufacturers.”
Research found 41% of 55+ consumers were concerned by data security and privacy risks, with 43% of the same age group mistrusting quality of the product.
Despite this, new Chinese entrant share of enquiries on Auto Trader for new cars more than doubled last year, up from 1.3% in 2023 to 3.4% in 2024. The number of retailer sites stocking a Chinese new entrant car was up from 34 in January 2024 to 173 by the end of the year.
Chinese new entrants helped raise the number of sub-£30,000 new EV options from nine to 29 between 2024 and 2025, with examples including the Leapmotor T03 (£15,164) and GWM ORA 03 (£24,995).
