Most UK motorists struggle to recognise emerging electric vehicle (EV) brands, new research reveals.
Having surveyed 2,000 UK car owners, Motorpoint found that a huge 87% of motorists were unable to name all these EV brands based solely off their logos – despite them becoming more commonplace on UK roads.
How many do you recognise:
According to the research, existing EV owners were 170% more likely than other fuel types to recognise these logos, with Tesla being the most recognised across the board.
Most recognised:
- Tesla (66%)
- Polestar (23%)
- BYD (18%)
Least recognised:
- NIO (2%)
- Rivian (3%)
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Discussing the findings, Mike Vousden, EV expert at Motorpoint said: “We’ve seen lots of investment in electric vehicles and new manufacturers entering the market – offering motorists greater choice when choosing their next car.
“While Tesla currently has a huge lead when it comes to brand-recognition, its cars are now a common sight on UK roads. I expect we’ll start to see more awareness of other emerging brands as more motorists see them on the roads.
“More EVs on the used car market means motorists benefit from more choice at a lower price point. Some really exciting EV brands have developed in China and will gradually become more readily available on the used car market. These brands can be a great option for motorists as they offer cutting-edge technology and lots of equipment at a very reasonable price.
“We often hear that price can be a barrier for motorists looking to swap to electric vehicles, so having more EV brands in the UK market should mean we’ll start to see prices become more competitive.”
Motorpoint also wanted to understand how willing motorists would be to purchase a car from one of these emerging brands.
The research showed existing EV owners were more than twice as likely to consider buying a car from a brand they were unfamiliar with, and over three times more likely to consider purchasing a car from at least one of the brands included in this study.
When exploring why this could be, Motorpoint found that EV owners were less concerned about purchasing from an established brand and more confident about buying a car from a brand that is newer to the market.
It seems that those already used to electric vehicles and newer driving technology tend to be more open to considering emerging EV brands. In fact, 100% of EV owners surveyed said their next car would be an EV.
For more information and to find out how important fuel type is for car buyers, visit: https://www.motorpoint.co.uk/company-news/permanent-move-to-electric-vehicles
