Young drivers more attracted to Chinese EV brands than older peers

Affordable Chinese electric car brands are winning over younger UK consumers, research by Auto Trader has suggested.

It shows that four in ten UK consumers are willing to consider a Chinese car brand - such as BYD, GWM, and Omoda. But the greatest support for Chinese brands coming from the 17-34 age group, with 57% attracted by factors including innovative technology and affordability. This is compared to just 25% of over 55s.

By the time the UK’s ban on the sale of new petrol and diesel cars comes into force in 2030, new entrants – dominated by Chinese brands – could account for up to 25% of the UK EV market, according to Auto Trader's Road to 2030 Report.

The research found 41% of 55+ consumers were concerned by data security and privacy risks when buying Chinese products, with 43% of the same age group mistrusting the quality of goods.

This comes as the UK overtakes Germany to become the biggest EV market in Europe and the third biggest worldwide. The UK also remains tariff free to Chinese manufacturers, in contrast with EU markets, while new US President Donald Trump has scrapped EV sales targets altogether.

Chinese new entrants have helped to 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). Moreover, Chinese manufacturers have not yet fully flexed their pricing power in the UK market, with many RRP prices lower in their home market. For example, the BYD Dolphin RRP in China can be as much as £10,000 less than the UK.

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. Last year also saw a mammoth jump in the number of retailer sites stocking a Chinese new entrant car according to Auto Trader data – up from 34 in January to 173 by the end of the year.

Affordable Chinese models are expected to play a part in driving down new EV prices for UK buyers in 2025, as manufacturers strive to meet an EV sales target of 28% under the Zero Emissions Vehicles mandate by offering discounts.  In January, the average discount on a new EV was 11.5% off the RRP – compared with 4.8% two years ago – with discounts as high as 28% for some brands.

^{Image shows BYD Dolphin Active.}