Everyone knows that when it comes to model choice, car buyers do not always make sensible decisions. Many tend to buy with their heart rather than their head, basing choice on looks, performance and often just a manufacturer badge. However, it seems that a new generation of EV buyers think very differently. 

A new survey of car buyers in the UK has found that drivers of electric vehicle are far less brand loyal than drivers of cars with ICE engines and are far more open to buying vehicles from emerging brands. 

What Car magazine carried out a survey of over 3000 drivers who were ready to buy a car in the coming months. Of those intending to buy an EV, 29% said they would opt for a new brand, up from 16% in 2024, 51% had no manufacturer preference and only 20% said they would buy from a traditional manufacturer. 83% of respondents said they were confident in buying from an emerging brand, such as the many now entering the market from China. 

In contrast previous survey results have found that only 5% of ICE buyers are exploring new brand options, with most preferring to stick to legacy car makers.  

The survey results appear to demonstrate that EV buyers do not hold the same values as traditional ICE buyers who will have more loyalty to particular manufacturers. EV buyers appear to be more pragmatic, basing buying decisions on practical factors such as value for money.