The EV market in the UK is moving beyond early adopters, with a broader audience showing varied levels of interest and readiness. This transition is being shaped by evolving policy, including the Zero Emission Vehicle (ZEV) mandate and changes to EV taxation, alongside a growing choice of EV models and rising awareness.
Discover how UK consumers are progressing from interest to ownership, and the barriers to wider uptake. Our report examines the factors shaping purchase decisions, including charging access, cost considerations and an increasingly competitive EV brand landscape.
Key Insights:
- High interest, varied readiness: While 62% of UK consumers show interest in EVs, many are still in the early stages of their decision-making journey
- Value drives willingness to pay more: 56% of consumers say they would pay more for longer driving range, highlighting the importance of practical benefits
- Public charging is not yet routine: Despite increased availability, only 26% use public charging weekly or more, with most relying on it occasionally.
- Price sensitivity remains: Nearly 40% of consumers would consider a second-hand EV, pointing to the role of affordability in shaping the market
- Trust sits with established brands: In a fragmented EV market, established manufacturers lead on consideration, but which brand comes out on top?
Download the report to explore more. Based on a nationally representative study of 1,000 consumers in the UK. Fieldwork conducted January – February 2026.
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