Only one in ten UK consumers would go electric for their next vehicle

• Just 11% of UK consumers would choose fully electric for their next vehicle, though this jumps to 19% among those looking to buy a new vehicle;
• Another 11% would choose a plug-in hybrid (PHEV), while a quarter (27%) would choose a hybrid electric vehicle (HEV);
• Almost half (45%) of UK consumers name cost as one of the top concerns regarding battery electric vehicles;
• Lack of public EV charging infrastructure (37%) and lack of a charger at home (35%) are also major concerns for UK drivers;
• UK consumers demonstrate one of the lowest brand loyalties across all geographies when purchasing cars.

The latest Global Automotive Consumer Study by Deloitte found that only one in ten (11%) UK consumers would choose to go fully electric with a battery electric vehicle (BEV), up from 8% in 2025. However, when looking at those planning to buy a new vehicle, this rises to 19%, compared to just 5% targeting the used market.

Elsewhere, a quarter (27%) would opt for a hybrid electric vehicle (HEV), and one in ten (11%) for a plug-in hybrid (PHEV). When combined with those who would choose to go fully electric, half (49%) of UK consumers would prefer their next vehicle to be electrified. The new car market remains more popular than the used one, with 28% preferring a new HEV and 15% preferring a new PHEV, compared to 26% and 9% respectively.

The main reason for UK consumers choosing an electric vehicle (EV) as their next vehicle is lower fuel costs (50%), followed by environmental concerns (39%) and the driving experience (34%).

Cost and lack of charging infrastructure remain barriers to EV adoption
Almost half (45%) of UK consumers name cost as one of the top concerns regarding BEVs. Other major concerns include driving range (48%), time required to charge (43%) and the cost of replacing batteries (38%).

More than three quarters (79%) of UK consumers intending to acquire a BEV or PHEV as their next vehicle expect to charge it at home, with only 12% stating they would charge it on-street or at a public charging station. However, of those intending to go electric, over half (52%) do not have EV charger access at home. Meanwhile, a lack of public EV charging infrastructure (37%) and a lack of a charger at home (35%) are major concerns for UK drivers.

Jamie Hamilton, automotive partner and head of electric vehicles at Deloitte UK, said: “There are clear benefits to switching to an electric vehicle, and it’s encouraging to see the number of consumers considering an electrified vehicle rising from last year. However, there is still some way to go to the 2035 Zero Emission Vehicle target, and there remains significant barriers for many consumers to make the switch to electric. Residential charging infrastructure continues to lag, with those without off-street parking at a disadvantage, creating an uneven playing field for consumers.

“The EV market also needs an established and fully functioning second-hand market. With only five per cent of those buying a used car considering electric, there is still some work to be done to make this happen. Developing the used market will be a significant step in the right direction towards broader EV adoption.”

Vehicle brand loyalty low in UK
UK consumers demonstrate one of the lowest brand loyalties across all geographies when purchasing cars, with only 39% purchasing their current vehicle from the same brand as their previous vehicle. 

UK consumers say product quality (60%), vehicle performance (54%), such as fuel efficiency or battery range, and price (52%) are the most important factors when deciding the brand of their next vehicle.

Nick Smith, automotive sector lead at Deloitte UK, said: “New electric brands are entering the UK market, and at pace. The UK consumer is showing less loyalty than those across many other geographies, creating an opportunity for challenger brands to enter the market and capture a share for themselves. This should encourage all players to look at how they can differentiate, and target consumer priorities to capture and retain a longer-term, loyal customer base.”

UK drivers value physical dealerships and digital updates
Physical interaction remains important to UK consumers in their vehicle journey, with over half (53%) stating that their most used information source for their next vehicle purchase would be a visit to a dealer. Getting a good deal (64%), physical interaction with the vehicle (45%) and transparent pricing (44%) are the most important aspects of the purchase experience for UK consumers, reinforcing why dealer visits remain a priority for many consumers.

Meanwhile, technology remains important to UK consumers, with almost half (47%) agreeing they would keep a vehicle longer if it received regular over-the-air (OTA) updates to add new features, safety enhancements or performance improvements. A third (33%) stated they would keep their vehicle two to three years longer if it received regular OTA updates.

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About the research
The Global Automotive Consumer Study is an annual survey exploring consumer attitudes towards new automotive technology. The study, of driving-age consumers, is fielded in 27 countries and designed to be nationally representative of the overall population in each market.

The 2026 study includes more than 28,500 consumer responses across 27 global markets. The UK sample size was 1,363 and fielded between October and November 2025.