Lack of expertise on the brand new entrant Chinese language manufacturers isn’t proving a barrier to buy within the UK, in line with new information from Motors.
Motors’ newest Shopper Perception Panel of two,002 automobile consumers reveals that regardless of comparatively low ranges of consciousness of lots of the new entrant, most automobile consumers would think about buying from them.
General half (57%) of consumers are conscious of a minimum of one new automobile model, though that’s closely skewed in direction of BYD which has the very best prompted consciousness amongst consumers at 40%.
NIO was in second place with 14% of consumers conscious of the model, forward of its anticipated UK debut later this yr, adopted by Chery-owned Jaecoo and Omoda at 12%, following their launch right here final yr and GWM (12%), on sale since 2022.
The bottom-ranked new model on sale within the UK was Leapmotor (6%), regardless of being launched by the Stellantis supplier community within the first half of this yr.
Consciousness of recent manufacturers is highest amongst males (66%) and consumers aged 25-34 (71%).
Two-thirds would think about a brand new model
Lucy Tugby, advertising and marketing director of Motors, stated: “The low consciousness of lots of the new Chinese language manufacturers is undoubtedly because of the sheer variety of entrants we now have witnessed over a short while.
“BYD’s prominence may be attributed to its funding in model constructing by advertising and marketing and high-profile sponsorship actions, along with the rollout of its supplier community.”
Regardless of the low ranges of consciousness for many manufacturers, the analysis discovered this was not essentially a barrier to buying.
Almost two-thirds (64%) of consumers say they’d think about shopping for from a brand new model, with greater than half (54%) saying they’d ponder buying an EV.
Whereas consideration of shopping for a brand new automobile (46%) was solely marginally larger than used (41%).
Tugby added: “The analysis reveals simply how receptive automobile consumers are to new manufacturers and the way model loyalty is not a chief consideration.
“The dynamics within the UK automobile retail market are altering quickly and youthful consumers specifically are open to contemplating shopping for new or used automobiles from a brand new Chinese language model slightly than stick with tried and examined European, Japanese and South Korean marques, the attract of affordability and the most recent tech outweighing badge issues.”
