The EV market is growing.. But who’s still at risk of being left behind?
Drawing on insights from our Road to 2030 Report, this article looks at how the UK electric vehicle (EV) market performed in 2025, who’s considering going electric, and what it means for retailers. This is the first instalment in a dedicated series unpacking the Road to 2030 Report. Across the series, we’ll break down the key findings, exploring the trends, consumer behaviours and market dynamics that will define the journey to 2030, and what they mean for retailers preparing for an electric future.
In this article we explore
EV Sales
Consumer interest
Affordability
Consumer demographics
Practical takeaways to help retailers navigate the growing EV market
2025 was another milestone year for electric vehicles (EVs) in the UK, with just half a million electric vehicles registered (That’s about 1-in-4 new cars sold)¹. On Autotrader, both new and used EVs generated +164 million advert views², showing that consumer interest in electric is stronger than ever.
However, despite this growth, the market is still falling short of the government targets. The ZEV Mandate, introduced in 2024, set ambitious goals for new car sales. The UK market is undoubtably lagging behind the targets set, as December was the only month to exceed the 28% mandate¹.
Government regulations aren’t the only factor shaping EV adoption. Competition is heating up and consumers have more choice than ever. The UK now boasts 72 brands, up from 45 in 2019¹. More affordable electric models are now available from both established brands and new entrants. Chinese new entrants have helped to raise the number of sub-£30,000 new EV options from 9 to 29 between 2024 and 2025. Examples include the Leapmotor T03 (£15,164) and GWM ORA (£24,995), offering significantly cheaper electric options compared to more established car brands like Tesla.
Lower-cost models are helping make EVs more affordable, and many of the top-performing EVs on Autotrader are among the cheapest options⁵. New brands are also catching buyers’ attention Chinese brand Jaecoo rose from 47th place in 2024 to 11th for most-viewed car brand in 2025⁵.
Driven by this increase in affordable models, the typical EV buyer is also changing; it’s no longer just older and more affluent households. Our No Driver Left Behind Report found that 62% of the population would now consider an EV for their next vehicle³. Price has historically been the main barrier to adoption, but the upfront electric premium on a new car is now 17%⁴, nearly half of 2024 levels. Our data is showing that consumer interest in EVs continues to grow in both new and used electric advert views up 28%, with enquiries sent to retailers about EVs up 27% compared to 2024⁵.
The demographic of consumers considering an EV is growing and prices are becoming more affordable, but there is still a large segment of people at risk of being left behind in the electric transition.
Even with rising interest in EVs, affordability is still a challenge:
For households earning less than £40,000, EV consideration drops to 48%³
60% of low-income households spend less than £10,000 on a car, yet only 5% of used EVs on Autotrader fall into that price range, compared to 35% of petrol cars³.
Simply put, many low-income households are being priced out of the electric market. Without targeting support, these buyers face limited access to electric vehicles despite growing interest and are at risk of being left behind as we transition to electric. For a deeper dive on this issue and suggested solutions, read our latest
No Driver Left Behind Report: Bridging the EV income gap
For retailers, success in 2026 and beyond will depend on adapting to a changing EV customer.
So what can you do ?
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Utilise resources such as The Facts to address consumer concerns and bust electric myths
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Clearly communicate the benefits of going electric, such as total cost of ownership
Proactively guide customers through at home and on-the-go charging options, Government grants and taxation changes. For access to helpful resources
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Use data to make informed stocking and pricing decisions based on what is in demand in your area.
Those who combine education with affordability, rather than simply relying on demand, will be best positioned to convert growing interest into sales.
If you’d like to learn more, join us for our Road to 2030 Webinar: The used EV opportunity is accelerating, and discover the retention challenge facing franchise retailers, why used EVs are going mainstream, and what the industry needs to do to prepare for rising EV supply.
Or head over to our dedicated EV Hub to see the latest data, insights and guides dedicated to the new and used electric vehicle market.
¹ SMMT, 2025
²Autotrader Internal Data Jan 2026 - Dec 2025
³No Driver Left Behind: Bridging the Income EV Gap - Autotrader Report
⁴Autotrader Data (Jan-26 vs Jan-24)
⁵Autotrader Internal Data (2025 vs 2024)
