Affordable high-tech Chinese electric car brands are rapidly winning over younger UK consumers and emerging as key players in the nation’s transition to zero-emission vehicles (ZEV), according to the latest research from Auto Trader.
Brands like BYD, GWM, and Omoda are gaining significant ground, with four in ten UK consumers now willing to consider a Chinese car brand. The appeal is strongest among the 17–34 age group, where 57% are drawn to innovative technology and affordability, compared to just 25% of over-55s.
The research, conducted by QuMind in November 2024 with a sample size of 3,985, highlights a generational divide in attitudes toward Chinese brands. While younger drivers are enthusiastic, older consumers remain sceptical, with 41% of those aged 55+ expressing concerns about data security and privacy risks, and 43% doubting the quality of Chinese-made goods.
By the time the UK’s ban on new petrol and diesel car sales takes effect in 2030, Chinese brands could account for up to 25% of the UK’s EV market, or 400,000 cars on the road, according to the Road to 2030 Report. This surge comes as the UK overtakes Germany to become Europe’s largest EV market and the third-largest globally. The UK’s tariff-free policy for Chinese manufacturers, in contrast to EU markets, has further bolstered this growth.
Chinese brands have significantly expanded the range of affordable EVs available in the UK. Between 2024 and 2025, the number of new EV options priced below £30,000 jumped from nine to 29, with models like the Leapmotor T03 (£15,164) and GWM ORA 03 (£24,995) leading the charge. Notably, many Chinese manufacturers are yet to fully leverage their pricing power in the UK, with recommended retail prices (RRP) often significantly lower in their home market. For example, the BYD Dolphin costs up to £10,000 less in China than in the UK.
Auto Trader data reveals that Chinese brands’ share of new car enquiries more than doubled in 2024, rising from 1.3% to 3.4%. The number of retailer sites stocking Chinese EVs also saw a dramatic increase, climbing from 34 in January to 173 by the end of the year.
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By GlobalData
Lower production and battery costs are helping to narrow the price gap between EVs and traditional internal combustion engine (ICE) vehicles. Since early 2024, the price premium for new EVs over equivalent ICE models has dropped from 35% to 24%, equivalent to a £3,600 reduction. This trend is expected to continue, with Chinese brands playing a key role in driving down prices further in 2025 as manufacturers aim to meet the UK’s ZEV mandate, which requires 28% of new car sales to be zero-emission.
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 younger drivers, who will play a vital role in driving the widespread adoption of electric vehicles. However, 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.”
