September was a landmark month for electric vehicles, with a record 99,201 battery electric cars registered in the UK, writes Fraser Brown, managing director of MotorVise.
Final SMMT figures released 5th October, represent growth of more than 36% compared with September last year and gave BEVs 28.3% of the new car market. For anyone who has spent the past few years watching the sometimes painfully slow transition to electric motoring, they are significant numbers.
But there’s a danger in seeing that record figure in isolation and concluding the EV market has suddenly cracked it, because what September reveals is that motorists will buy electric cars – but price, choice and the quality of the sales process remain critical.
The overall new car market was extremely strong, with 350,536 registrations, up 12% year-on-year. Private registrations also performed particularly well, rising to 149,166. That’s important because one of the criticisms of the EV transition has been its dependence on fleet and company car registrations.
We’re now seeing more private buyers returning to the new car market, while manufacturers are offering an unprecedented choice of electric models. But from our own work with dealerships and manufacturers, we know that selling an EV is still different from selling a petrol or diesel car.
Customers naturally have more questions. How far will it really travel? How long will charging take? What does it cost to run? Will it actually suit my lifestyle? These aren’t necessarily objections to electric vehicles. They’re questions that need clear, credible answers.
That’s why dealerships have such an important role to play in the transition. A salesperson who understands EV ownership and can relate it to an individual customer’s circumstances can give them the confidence to make the switch. One who can’t risks losing the sale altogether.
We’ve also found that looking beyond the sticker price to the overall cost of ownership can change the conversation. Motorists need to understand charging costs, potential fuel savings, servicing and other running costs if they are to make a meaningful comparison with petrol or diesel.
Manufacturers, meanwhile, are competing incredibly hard for customers through discounts, attractive finance and other incentives, while the number and variety of EVs available continues to increase. That’s how a market should work. Greater choice and competition generally mean better deals for consumers.
However, there’s another number in September’s figures that mustn’t be overlooked. Despite the record month, BEVs account for 26.2% of registrations so far this year – still short of the headline 33% Zero Emission Vehicle mandate target for manufacturers in 2026.
That gap matters because manufacturers are required to sell an increasing proportion of zero-emission cars. If consumer demand doesn’t keep pace with the mandate, they have to work increasingly hard to close that gap through discounts, attractive finance and other incentives. That’s good news for motorists looking for a deal, but it raises questions over how sustainable that approach is. The EV transition ultimately has to reach the point where consumers choose electric because the price and proposition stack up, rather than manufacturers having to continually subsidise demand to meet government targets.
There’s also an interesting story developing around plug-in hybrids. PHEV registrations reached 59,571 in September, an increase of almost 56% year-on-year and equivalent to 17% of the market. I don’t think this should be interpreted as motorists rejecting electric technology. For many drivers, a plug-in hybrid is currently a practical halfway house, allowing everyday journeys to be made electrically while retaining the reassurance and flexibility of a petrol engine for longer trips.
The direction of travel is clear, but consumers will ultimately determine the speed of that transition. September demonstrates that when motorists are given greater choice, competitive pricing and the information and confidence they need to make the switch, they respond.
The challenge now is turning a record plate-change month into sustained demand. The EV transition isn’t simply about putting more electric cars on forecourts or hitting a government target. It will ultimately succeed when motorists choose electric because it represents the best option for them.
Fraser Brown is the founder and managing director of MotorVise
