Automotive: Decoding the Desires of Drivers: What UK Car Buyers Want in 2025

Why it is the topic trending: The Buzz Around Buyer Behavior

• Shifting Automotive Landscape: Navigating the Automotive Shift - The transition from traditional internal combustion engine vehicles to electric vehicles is rapidly changing the automotive industry, making understanding consumer preferences during this shift crucial.

• EV Adoption on the Rise: The Electric Surge in Buyer Interest - With more electric vehicles becoming available and increasingly being chosen by consumers, the specific needs and desires of these buyers are a hot topic.

• Decline in Brand Loyalty: Uncoupling from Car Brands - The traditional strong ties between consumers and specific car brands seem to be weakening, especially with the rise of EVs, creating a dynamic market.

• Actionable Insights for the Industry: Decoding the Customer Compass - Businesses in the automotive sector need to understand what drives purchasing decisions to effectively target their products and marketing efforts.

• Consumer-Centric Approach: The Heart of the Automotive Hustle - Ultimately, understanding what the customer wants is fundamental for success in any industry, and the automotive sector is no exception as it adapts to new technologies and consumer demands.

Overview: A Snapshot of Shifting Gears

A recent survey of over 225,000 UK car owners, conducted as part of the AutoTrader Drivers’ Choice Awards 2025, provides valuable insights into the evolving preferences of individuals looking to purchase vehicles. This comprehensive study analyzed owner satisfaction with their current cars, ranging from perceptions of safety to driving enjoyment and overall suitability for their lifestyles. The survey also delved into the crucial factors that influence their decisions when considering their next car purchase, offering a detailed picture of what motivates today's automotive consumers. The findings highlight a significant turning point in the automotive market, with the increasing prominence of electric vehicles and a noticeable shift in what buyers prioritize when making their choices. Notably, the survey reveals key differences between the preferences of those interested in electric vehicles and those who remain inclined towards traditional petrol or diesel cars, along with an interesting trend of decreasing brand loyalty, particularly within the electric vehicle segment. These insights are invaluable for automotive manufacturers, retailers, and other stakeholders as they navigate this period of transformation.

Detailed findings: Unpacking the Driver Data

• General Satisfaction: Happy Motoring: An Overall Positive Pulse - The average owner rating for their current car stands at a healthy 4.2 out of 5, indicating that the current range of vehicles on the market is generally meeting the expectations and needs of UK drivers.

• Top-Rated Car: Crown Jewel of the Road: The Award-Winning Ride - The Kia EV3 emerged as the highest-rated vehicle in the survey, securing the prestigious Car of the Year Award at the Autotrader Drivers’ Choice Awards 2025, demonstrating its strong appeal across various aspects of ownership.

• Tesla vs. Porsche: Acceleration Aces and Interior Insights - While Tesla owners expressed greater satisfaction with the acceleration performance of their vehicles compared to Porsche owners, the survey revealed that Tesla interiors were rated lower in terms of quality, ranking 22nd, suggesting a potential area for improvement for the popular EV brand. Conversely, Renault and Nissan, who were early entrants into the electric vehicle market, received higher ratings for the quality of their car interiors.

• Worst Acceleration: Slow Start, Strong Suit: The Urban Achiever - The Toyota AygoX received the lowest rating for acceleration among the cars surveyed; however, this was deemed an acceptable trade-off for its exceptional ease of parking and its position in the top third for overall running costs, highlighting its suitability for urban environments.

• Running Costs vs. Aesthetics: Wallet-Friendly or Worth the Splurge? - Owners of the Range Rover Evoque reported less favorable scores for running and servicing costs; nevertheless, this was likely offset by the vehicle's reputation as one of the most visually appealing cars on the market, suggesting that aesthetic appeal can sometimes outweigh practical cost considerations for certain buyers.

• Best Features: Top Tech Triumphs - The Renault Scenic E-Tech was specifically highlighted by owners as having the best overall features, indicating its strength in offering a compelling array of functionalities and technologies.

• Safest Feeling: Secure on the Streets - The Kia EV3 was also recognized for providing owners with the strongest sense of safety while driving, underscoring its focus on driver and passenger security.

• Most Powerful: Power Play: The Top Performers - In a closely contested category, the Tesla Model 3, Volvo EX30, and BMW i4 were identified as the most powerful vehicles based on owner feedback, showcasing the high performance capabilities of these models.

• EV Preference: Electrification Gains Traction - This year's survey marked a significant milestone for electric vehicles, with more EVs than ever before receiving awards at the Drivers’ Choice Awards 2025, indicating a growing appreciation and positive perception among owners.

• ICE Buyer Priorities: The Conventional Considerations - For buyers who prefer traditional internal combustion engine (ICE) vehicles, the top four most important factors in their purchase decisions were: how well the car meets their lifestyle needs (35%), the overall running costs (23%), the brand reputation (13%), and the initial upfront cost of the vehicle (11%).

• EV Buyer Priorities: Electric Expectations - In contrast, the priorities of buyers interested in electric vehicles differed significantly. The most crucial factor for them was running costs (32%), followed by how well the car aligns with their lifestyle needs (22%), the environmental impact of the vehicle (18%, which rose to 22% for female respondents), and the available technology integrated into the car (12%). Notably, the brand of the vehicle was only about half as important to EV buyers compared to those purchasing ICE vehicles.

• Declining Brand Loyalty in EVs: EV Owners: Brand Agnostic Explorers - The survey uncovered a continuing trend of decreasing brand loyalty, particularly evident among electric vehicle owners. Only 22% of EV owners chose to purchase another vehicle from the same brand, in stark comparison to the 44% of petrol car owners who remained loyal to their previous brand. This indicates a greater willingness among EV owners to explore different manufacturers and models when making their next purchase.

Key success factors of product (trend): Cracking the Code of Consumer Desire

• Meeting Specific Needs: Tailoring to the Tribe: Addressing Diverse Desires - Automotive manufacturers need to deeply understand and cater to the distinct requirements of both ICE and EV buyers. For ICE buyers, emphasizing factors like practicality for daily life, overall affordability, and the trustworthiness of the brand is essential. Conversely, for EV buyers, highlighting the advantages of low running costs, the positive environmental impact of electric driving, and the integration of advanced technology will be key to success.

• Innovation in Technology: Tech Torque: The Driving Force of Tomorrow - Given the increasing significance of technology for those considering electric vehicles, automakers must prioritize the development and seamless integration of cutting-edge features. This includes intuitive user interfaces, advanced connectivity options, and state-of-the-art safety and entertainment systems to attract and satisfy the tech-savvy EV consumer.

• Competitive Running Costs: The Penny-Wise Path to Purchase - Regardless of whether a buyer is leaning towards an ICE vehicle or an EV, the total cost of ownership remains a critical consideration. Therefore, manufacturers should continuously strive to improve fuel efficiency in their gasoline and diesel models, while simultaneously enhancing battery range and ensuring convenient access to charging infrastructure for their electric vehicles to appeal to budget-conscious drivers.

• Building Trust and Quality: Reliability Reigns Supreme - While the survey indicates a decline in brand loyalty, especially within the electric vehicle segment, establishing a strong reputation for producing reliable, high-quality vehicles and providing excellent customer service remains paramount for both attracting new customers and retaining existing ones in the long run.

• Effective Communication: Messaging that Moves Markets - Automotive brands must refine their communication strategies to directly address the specific motivations and priorities of their target audiences. For potential EV buyers, marketing efforts should emphasize the environmental benefits of electric driving and the advanced technological features of the vehicles. In contrast, when targeting ICE buyers, the focus should be on the practicality, value, and reliability associated with their models. This tailored approach to messaging will be crucial for resonating with different consumer segments and influencing their purchasing decisions.

Key Takeaway: The Road Ahead: Understanding Evolving Expectations

The automotive market in the UK is undergoing a significant transformation, characterized by an increasing divergence in the factors that influence car buying decisions. While core considerations such as running costs and the ability of a vehicle to meet lifestyle needs remain important for both those choosing traditional internal combustion engines and those opting for electric vehicles, the survey data reveals a distinct set of priorities for each group. Environmental concerns and the availability of advanced technology are notably more influential for individuals considering electric vehicles, whereas brand loyalty, a traditional cornerstone of the automotive market, is diminishing, particularly within the electric vehicle segment. This shift in consumer preferences underscores the need for automotive brands and retailers to adapt their strategies to effectively cater to these evolving expectations.

Main Trend: The Powertrain Preference Split: Two Roads Diverge in the Automotive Landscape

The primary trend identified in the survey is the Growing Divergence in Car Buyer Priorities Based on Powertrain, which signifies the increasing distinction in what motivates individuals to purchase vehicles depending on whether they are considering electric options or sticking with traditional internal combustion engines.

Description of the trend (please name it): The Powertrain Preference Split: The Charge vs. Combustion Crossroads

The Powertrain Preference Split: This trend describes the increasing separation in the factors that drive car purchasing decisions, heavily influenced by the choice between electric and internal combustion engines. Consumers evaluating EVs are prioritizing aspects like running costs, environmental impact, and technology, while those considering ICE vehicles are more focused on lifestyle fit, overall cost (including purchase price), and brand familiarity. This split highlights the need for a more nuanced approach by the automotive industry in product development, marketing, and sales strategies.

Description of consumers article is referring to: Decoding the UK Driver Profile

Summary of Consumers:

• A diverse group of UK car owners and potential buyers with varying priorities based on their current car type and interest in EVs.

• Generally satisfied with their current vehicles but actively considering future purchases, influenced by practical needs and evolving technologies.

• EV intenders are increasingly motivated by running costs, environmental concerns, and technological advancements, showing less brand loyalty.

• ICE vehicle intenders still prioritize practical needs, overall cost (including the initial price), and brand reputation.

• Likely represent a broad range of ages, incomes, and lifestyles across the UK.

Conclusion (based on article and experience): The article highlights a significant bifurcation in the UK automotive market, with a growing segment of environmentally and technologically conscious consumers leaning towards EVs, while a substantial portion continues to value the traditional aspects of ICE vehicles, necessitating a nuanced understanding of these distinct preferences for businesses in the automotive sector.

• Who are them: They are individuals and potentially families residing in the UK who currently own a car and have provided their opinions on it, as well as their considerations for their next vehicle purchase. This suggests a broad demographic spectrum, unified by their experience as car owners and their engagement with the automotive market.

• What kind of products they like: Their preferences vary based on whether they currently own or are considering an ICE or an EV. ICE owners value practicality, affordability, and brand familiarity, often looking for reliable vehicles that meet their everyday transportation needs without breaking the bank. EV owners prioritize low running costs, environmental friendliness, and advanced technology, seeking vehicles that align with their values and offer a modern driving experience. Both groups value vehicles that meet their lifestyle needs, whether it's for commuting, family transport, or leisure activities.

• What is their age?: The survey likely includes a broad range of age groups, as car ownership is prevalent across different demographics in the UK. However, it's reasonable to infer that younger generations might be more inclined towards EVs due to a stronger emphasis on environmental concerns and a greater affinity for new technologies.

• What is their gender?: The article highlights a gender difference in the importance of environmental impact for EV buyers, with women placing a higher value on it (22% compared to the overall 18%). This suggests a diverse range of genders are represented in the survey, with potentially varying motivations within the broader trends.

• What is their income?: Car ownership spans various income levels in the UK. While EVs have historically been positioned as premium products, the increasing availability of more affordable electric models is likely attracting a wider income range. The mention of Range Rover Evoque suggests that some participants have a higher disposable income and may prioritize factors beyond basic affordability.

• What is their lifestyle: Their lifestyles are diverse, as indicated by the importance of "meeting lifestyle needs" for both ICE and EV buyers. This could encompass various factors like commuting distances, family size requiring larger vehicles, hobbies necessitating specific features (e.g., towing capacity), and travel habits influencing range requirements.

• What are their shopping preferences in the category article is referring to: They are likely engaged in researching their next car purchase, considering factors like cost, features, fuel efficiency/range, and potentially brand reputation (more so for ICE buyers). EV buyers are specifically looking into the practical aspects of EV ownership, such as charging infrastructure availability, battery range capabilities for their typical journeys, and the integration of relevant technologies.

• Are they low, occasional or frequent category shoppers: They are likely occasional shoppers, as car purchases are typically infrequent and involve significant financial investment and consideration. The decision to buy a new car is usually made after careful thought and research over a period of time.

• What are their general shopping preferences-how they shop products, shopping motivations): This is harder to infer directly from the article, but based on general consumer behavior, they likely utilize a mix of online research (exploring manufacturer websites, reviews, and comparisons) and potentially visit physical dealerships to experience the vehicles firsthand. Their motivations are driven by a combination of practical needs (reliable transportation), financial considerations (purchase price and running costs), emotional factors (brand preference, styling, driving experience), and increasingly, societal and environmental concerns, especially for those considering EVs.

Conclusions: The Verdict on Vehicle Preferences

The automotive market in the UK is clearly at a crossroads, with the survey data firmly pointing towards a future shaped by diverging consumer preferences. While the fundamental need for reliable and practical transportation remains constant, the factors influencing purchasing decisions are becoming increasingly segmented based on the choice of powertrain. Running costs and the ability to meet lifestyle needs continue to hold significant weight for all buyers, but the rise of electric vehicles has brought environmental consciousness and technological sophistication to the forefront for a growing portion of the market. Moreover, the traditional stronghold of brand loyalty appears to be weakening, particularly within the electric vehicle landscape, indicating a new era of consumer exploration and brand competition.

Implications for brands: Steering Strategies for Automotive Success

• Tailored Marketing Strategies: Custom Campaigns for Consumer Clusters - Automotive brands must recognize that a one-size-fits-all marketing approach is no longer effective. They need to develop distinct and targeted campaigns that directly address the specific priorities and motivations of both ICE and EV buyers. For potential EV customers, messaging should emphasize the long-term savings on running costs, the positive impact on the environment, and the advanced technology offered in electric vehicles. Conversely, campaigns aimed at ICE buyers might focus on the practicality, value, reliability, and potentially the emotional connection associated with their traditional models.

• Diversified Product Offerings: A Portfolio for Every Powertrain Preference - To effectively cater to the evolving market, automotive manufacturers should offer a comprehensive range of vehicles encompassing both efficient internal combustion engine models and a diverse selection of electric vehicles across different segments and price points. This ensures that they can meet the needs and budgets of a wide spectrum of consumers, regardless of their powertrain preference.

• Investment in EV Technology and Infrastructure: Charging Up for the Future - As the demand for electric vehicles continues to grow, brands must prioritize significant investments in the research and development of advanced EV technology. This includes focusing on enhancing battery range, improving charging speeds, and creating more efficient electric powertrains. Furthermore, establishing strong partnerships and investing in the expansion of charging infrastructure will be crucial to alleviate range anxiety and make EV ownership more convenient for consumers.

• Building Trust with New EV Buyers: Forging Loyalty in the Electric Era - Given the observed decline in brand loyalty among EV buyers, automotive brands have a significant opportunity to attract and retain new customers by focusing on delivering exceptional product quality, ensuring the reliability of their electric vehicles, and providing a positive and supportive ownership experience. This includes offering comprehensive warranties, accessible customer service, and transparent information about EV technology and maintenance.

• Highlighting Unique Selling Propositions: Standing Out in a Crowded Car Park - In an increasingly competitive automotive market, brands need to clearly articulate and emphasize what makes their vehicles unique and appealing to specific consumer segments. Whether it's superior performance, innovative design, cutting-edge technology, a strong commitment to sustainability, or exceptional value for money, brands must effectively communicate their key differentiators to stand out from the competition and capture the attention of their target customers.

Implication for society: The Wider Wheels of Change

• Reduced Carbon Emissions: Driving Towards a Greener Future - The increasing adoption of electric vehicles has the potential to significantly reduce greenhouse gas emissions from the transportation sector, contributing to improved air quality in urban areas and helping to mitigate the effects of climate change on a broader societal level.

• Shift in Energy Consumption: Powering Up the Electric Age - The widespread use of EVs will necessitate a fundamental shift in energy production and distribution. This could lead to a greater demand for electricity and potentially drive increased investment in renewable energy sources to ensure a sustainable and clean energy supply for the growing electric vehicle fleet.

• New Job Opportunities: Sparking Innovation in the Workforce - The transition to electric vehicles will create new employment opportunities in various sectors, including battery manufacturing, the development and maintenance of charging infrastructure, the production of electric vehicle components, and the upskilling of automotive technicians to work with EV technology.

• Potential for Resource Depletion: The Hidden Costs of Clean Mobility - The increased demand for materials used in the production of electric vehicle batteries, such as lithium, cobalt, and nickel, could lead to environmental and social challenges associated with resource extraction and processing if not managed responsibly and sustainably.

• Urban Planning and Infrastructure Development: Cities Adapting to Electric Avenue - As the number of electric vehicles on the road grows, urban areas will need to adapt their infrastructure to support this shift. This includes the installation of more public charging points in convenient locations, the integration of EV charging into residential and commercial buildings, and potentially the development of smarter grid systems to manage the increased electricity demand.

Implications for consumers: What's in it for the Driver?

• Potential Savings on Running Costs: The Economical Electric Advantage - Owners of electric vehicles can potentially realize significant savings over time due to lower fuel costs (electricity is typically cheaper than gasoline or diesel) and potentially reduced maintenance expenses as EVs have fewer moving parts compared to ICE vehicles.

• Access to Advanced Technology: High-Tech on the Highway - Electric vehicles often come equipped with a suite of advanced technological features, including sophisticated infotainment systems, advanced driver-assistance systems (ADAS), and seamless connectivity options, enhancing the overall driving experience and safety.

• Contribution to Environmental Sustainability: Driving with a Clear Conscience - By choosing an electric vehicle, consumers can actively contribute to reducing air pollution and their carbon footprint, aligning their transportation choices with a growing societal emphasis on environmental responsibility and sustainability.

• Need to Adapt to New Habits: Plugging into the EV Lifestyle - Owning an EV requires consumers to adapt to new routines, such as planning for charging times at home or at public charging stations, and potentially experiencing range limitations on longer journeys, which may require more careful trip planning.

• Wider Range of Vehicle Choices: An Expanding Electric Horizon - The increasing availability of electric vehicle models across various vehicle segments, from compact cars to SUVs and trucks, offers consumers a broader selection to choose from, allowing them to find an EV that better suits their individual needs, preferences, and budgets.

Implication for Future: The Autoscape of Tomorrow

• Dominance of Electric Vehicles: The Electric Era Ascends - The current trends strongly suggest a future where electric vehicles will become the predominant mode of personal transportation, gradually replacing traditional internal combustion engine vehicles as technology advances and consumer acceptance grows.

• Continued Innovation in Battery Technology: Powering Progress with Better Batteries - Further breakthroughs and advancements in battery technology will be critical for accelerating the adoption of EVs by increasing their range, reducing charging times, lowering their overall cost, and improving their lifespan and sustainability.

• Integration of EVs with Smart Grids: Smart Wheels, Smart Power - The future may witness a greater integration of electric vehicles with smart grid systems, enabling vehicles to not only consume electricity for charging but also potentially supply energy back to the grid, contributing to a more stable and efficient energy management system.

• Development of Autonomous Driving Technology: The Self-Driving Revolution - The ongoing development and potential widespread adoption of autonomous driving technologies could converge with the rise of electric vehicles, leading to a future of transportation that is not only cleaner but also more efficient and potentially safer.

• Focus on Sustainability Throughout the Vehicle Lifecycle: Cradle to Grave Green: The Full-Circle Focus - Future efforts in the automotive industry will likely extend beyond just the electric powertrain to encompass a greater emphasis on sustainability throughout the entire lifecycle of vehicles, from the sourcing of raw materials and manufacturing processes to end-of-life recycling and disposal.

Consumer Trend (name, detailed description): The Conscious Commuter: Green Miles, Smart Rides

This trend describes the growing segment of car buyers, particularly those living and working in urban areas, who are increasingly prioritizing environmentally friendly and technologically advanced vehicles for their daily commutes. These consumers are motivated by a desire to reduce their carbon footprint and contribute to cleaner air in cities, while also seeking the benefits of lower running costs associated with EVs and the convenience of integrated technology for a more efficient and enjoyable commute.

Consumer Sub Trend (name, detailed description): Range-Ready Realists: Practical Power in Electric Form

This sub-trend focuses on electric vehicle buyers who, while deeply valuing environmental sustainability, also place a strong emphasis on the practical aspects of EV ownership. They prioritize vehicles with a sufficient driving range to comfortably accommodate their daily needs and access to a reliable and convenient charging infrastructure, whether at home, work, or in public spaces. These consumers aim to integrate electric mobility seamlessly into their existing lifestyles without having to significantly alter their travel habits or experience range anxiety.

Big Social Trend (name, detailed description): The Sustainability Imperative: Driving Change for a Better Planet

This broader social trend reflects the increasing global awareness of the urgent need to address environmental challenges, particularly climate change. It encompasses a growing sense of responsibility among individuals, businesses, and governments to adopt more sustainable practices across all sectors of society, including transportation. This imperative is driving a shift towards cleaner and more environmentally friendly options like electric vehicles as consumers seek to reduce their impact on the planet.

Worldwide Social Trend (name, detailed description): Electrification of Everything: Powering a Global Transformation

This global trend extends beyond the automotive industry to encompass the increasing adoption of electricity as the primary power source across various sectors, including transportation (beyond personal cars, such as buses, trucks, and even aviation), heating and cooling, and industrial processes. This widespread electrification is driven by the need to reduce reliance on fossil fuels, improve energy efficiency, and transition towards cleaner and more sustainable energy systems worldwide.

Social Drive (name, detailed description): Eco-Responsibility: Steering Towards a Sustainable Tomorrow

This fundamental social drive stems from a growing sense of responsibility among individuals and communities towards protecting the environment and ensuring a sustainable future for generations to come. It motivates people to make conscious choices in their daily lives, including their transportation options, to minimize their environmental impact and actively contribute to a healthier planet. This drive is a key factor behind the increasing interest and adoption of electric vehicles.

Learnings for brands to use in 2025: Key Takeaways for Navigating Next Year's Roads

• Understand Segment-Specific Needs: Know Your Drivers: Decoding Diverse Demands - Automotive brands must conduct thorough market research to gain a deep understanding of the distinct needs, priorities, and pain points of both their traditional ICE vehicle customers and their growing base of EV prospects. This knowledge will be crucial in developing vehicles and marketing campaigns that truly resonate with each segment.

• Embrace Electrification: Go Electric: Powering Up Your Portfolio - For brands to remain competitive and relevant in the evolving automotive landscape, it is imperative to actively invest in and expand their portfolio of electric vehicles. This includes offering a variety of EV models across different vehicle segments and price points to cater to a broader range of consumer needs and preferences.

• Communicate Sustainability Efforts: Green Means Go: Telling Your Eco Story - Consumers, particularly those interested in EVs, are increasingly conscious of the environmental impact of their choices. Therefore, automotive brands should clearly and transparently communicate their commitment to sustainability, highlighting the environmental benefits of their electric vehicles and any other eco-friendly initiatives they are undertaking in their manufacturing processes and overall operations.

• Focus on Technology and Innovation: Tech the Halls: Innovate to Elevate - Technology is a major draw for EV buyers. Brands should prioritize innovation in their electric vehicles, focusing on areas such as battery technology (improving range and charging speed), advanced driver-assistance systems, seamless connectivity features, and intuitive user interfaces to enhance the overall ownership experience and attract tech-savvy consumers.

• Build Trust and Reliability: Dependability Drives Demand - In the emerging market for electric vehicles, where some consumers may still have concerns about the reliability and longevity of the technology, building a strong reputation for producing dependable and high-quality EVs is essential. Brands should focus on rigorous testing, offering comprehensive warranties, and providing excellent customer support to instill confidence in their electric vehicle offerings.

Strategy Recommendations for brands to follow in 2025: Charting a Course for Automotive Success

• Develop Targeted Marketing Campaigns: Precision Pitches: Campaigns that Connect - Brands should move away from generic marketing approaches and create highly targeted campaigns that speak directly to the specific motivations of different buyer segments. For example, campaigns for EVs could highlight environmental benefits and technological prowess, while campaigns for ICE vehicles might focus on affordability, practicality, and brand heritage.

• Expand EV Model Range: Electric Embrace: Offerings for Everyone - To capture a larger share of the growing EV market, manufacturers should strive to offer a diverse range of electric vehicle models that cater to various needs and budgets. This includes exploring different vehicle types, sizes, and price points to appeal to a wider audience.

• Invest in Charging Infrastructure Partnerships: Plugging In: Collaborating for Convenience - To alleviate range anxiety and make EV ownership more appealing, automotive brands should actively forge partnerships with charging network providers and potentially even invest in their own charging infrastructure. This will ensure that their customers have convenient and reliable access to charging options, both at home and on the go.

• Offer Comprehensive Information and Education: Empowering EV Education - Many potential EV buyers may still have questions and uncertainties about electric vehicles and the ownership experience. Brands should proactively provide clear, comprehensive, and easily accessible information about the benefits of EVs, different charging methods, battery technology, and government incentives to educate consumers and address any concerns they may have.

• Focus on the End-to-End Customer Journey: Smooth Ride: A Seamless Customer Experience - From the initial research phase to the post-purchase ownership experience, brands should strive to create a seamless and positive journey for both ICE and EV customers. This includes providing user-friendly online resources, offering knowledgeable and helpful sales staff, ensuring efficient and convenient service options, and actively engaging with customers to build long-term loyalty.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it:

The clear divergence in priorities between ICE and EV car buyers signifies a pivotal shift in the automotive market, demanding that brands and companies in 2025 strategically tailor their offerings and messaging to effectively cater to the unique needs and motivations of each distinct consumer segment, particularly emphasizing sustainability and technology for the growing cohort of EV enthusiasts while still addressing the practical concerns of traditional car buyers through targeted marketing, diverse product portfolios, investment in relevant technologies and infrastructure, and a commitment to building trust and providing comprehensive information.

Final Note:

• Core Trend: Powertrain Preference Split: The Electric vs. Combustion Divide - Car buying decisions are increasingly segmented based on whether consumers are opting for electric vehicles or traditional internal combustion engine cars, leading to distinct sets of priorities and motivations for each group that require tailored approaches from the automotive industry.

• Core Strategy: Hyper-Personalization: Tailoring the Ride for Every Buyer - To effectively address the diverging needs and expectations of ICE and EV buyers, automotive brands must adopt a strategy of hyper-personalization across all aspects of their business, from product development and marketing to sales and customer service, ensuring that they are delivering relevant and compelling experiences to each distinct consumer segment.

• Core Industry Trend: Electrification of Transportation: The Dawn of the Electric Drive - The automotive industry is undergoing a fundamental and irreversible shift towards electric vehicles, driven by environmental concerns, technological advancements, and evolving consumer preferences, necessitating significant investments and strategic adaptations from all stakeholders in the automotive ecosystem to navigate this transformative era.

• Core Consumer Motivation: Conscious Consumption: Driving with Purpose and Planet in Mind - A growing number of consumers are making purchasing decisions, particularly in the automotive sector with the rise of EVs, based on ethical and environmental considerations, indicating a shift towards more conscious consumption where individuals seek out products and brands that align with their values and contribute to a more sustainable future.

Final Conclusion:

Driving into Distinct Futures: Navigating the Bifurcated Automotive Market - The automotive landscape in 2025 is not a single road but rather a fork with two increasingly distinct paths: one leading towards the established world of internal combustion engines and the other surging forward into the realm of electric mobility. Automotive brands that recognize and strategically respond to the diverging preferences of consumers on these two paths will be best positioned to thrive in the years to come. This requires not just offering a diverse range of vehicles but also understanding the core values and motivations that drive each segment's purchasing decisions, ultimately leading to more effective engagement and lasting customer relationships.

Core Trend Detailed: The Great Divide on the Driveway: Mapping the Powertrain Preferences - The fundamental shift in powertrain preference is creating distinct consumer groups with differing values and needs. EV buyers are no longer just early adopters; they represent a growing segment driven by environmental consciousness, technological fascination, and the promise of lower running costs. Conversely, a significant portion of the market still prioritizes the familiar aspects of ICE vehicles: established brand trust, perceived affordability in certain segments, and readily available refueling infrastructure. This split necessitates a dual approach from the automotive industry, moving away from a one-size-fits-all strategy in favor of targeted solutions that resonate with each group's specific desires and concerns.

Key Characteristics of the Core trend: The Hallmarks of Powertrain Preference

• Polarized Priorities: Worlds Apart: Differing Driver Demands - EV buyers are primarily motivated by factors such as lower running costs due to cheaper electricity compared to fuel, a desire to reduce their environmental impact through zero-emission driving, and the allure of cutting-edge technology and performance often associated with electric vehicles. In contrast, ICE buyers tend to prioritize factors like the overall affordability of the vehicle (including the purchase price), the familiarity and convenience of refueling infrastructure, and the established reputation and heritage of certain automotive brands.

• Declining EV Brand Loyalty: Brand Detachment in the EV Domain - Unlike the traditionally strong brand allegiances seen with internal combustion engine vehicles, the survey indicates that EV owners exhibit a greater willingness to switch brands when making their next purchase. This suggests that in the still-evolving EV market, consumers are placing a higher value on specific product attributes such as battery range, charging capabilities, technology features, and overall value proposition, rather than solely relying on the reputation of established automotive manufacturers.

• Growing EV Adoption: The Electric Vehicle Ascent - The increasing number of electric vehicles receiving high owner ratings and awards in the survey clearly demonstrates a growing acceptance and satisfaction with EVs among consumers in the UK. This signifies a significant shift in the mainstream automotive market, as electric vehicles are no longer seen as a niche option but rather as a viable and increasingly desirable alternative to traditional gasoline and diesel cars.

• Technological Imperative for EVs: Tech as the Ticket to EV Traction - The survey findings highlight that technology is a significant driving force behind the adoption of electric vehicles. Consumers are drawn to the advanced features, connectivity options, and innovative driving experiences that EVs often offer. This implies that continued innovation in areas like battery management, infotainment systems, and driver-assistance technologies will be crucial for attracting and retaining EV customers.

• Continued Importance of Practicality: Utility Still Rules the Roost - Despite the increasing enthusiasm for electric vehicles and the strong motivations behind their purchase, the fundamental need for a car to meet everyday practical requirements remains a key consideration for all buyers, regardless of their chosen powertrain. Factors such as vehicle size, passenger and cargo capacity, reliability for daily commutes and longer journeys, and overall suitability for individual lifestyles continue to play a significant role in the decision-making process.

Market and Cultural Signals Supporting the Trend: Indicators of a Shifting Automotive Tide

• Increased Availability of EV Models: An Electric Fleet Expansion - The automotive market in the UK is witnessing a rapid expansion in the variety of electric vehicle models being offered by manufacturers across different segments, from compact city cars to spacious SUVs and even pickup trucks. This growing availability provides consumers with more choices to suit their specific needs, preferences, and budgets, making EVs a more accessible option for a wider range of buyers.

• Government Incentives for EVs: Policy Pushing the Electric Revolution - The UK government, like many others around the world, has implemented various policies and incentives to encourage the adoption of electric vehicles. These can include purchase subsidies, tax breaks, and grants for installing home charging stations, all of which help to reduce the initial cost of EV ownership and make them a more financially attractive alternative to traditional gasoline and diesel cars for consumers.

• Growing Public Awareness of Climate Change: Eco-Consciousness on the Car Forefront - There is an increasing level of public awareness and concern regarding the environmental impact of traditional internal combustion engine vehicles and their contribution to climate change and air pollution. This heightened environmental consciousness is driving a growing number of consumers to seek out more sustainable transportation options, with electric vehicles being a primary choice for those looking to reduce their carbon footprint.

• Expansion of Charging Infrastructure: Powering the EV Evolution - The development and expansion of both public and private charging infrastructure for electric vehicles are crucial for alleviating range anxiety and making EV ownership more practical and convenient for consumers. The increasing availability of charging stations at workplaces, shopping centers, along highways, and in residential areas is making it easier for EV owners to recharge their vehicles and undertake longer journeys with greater confidence.

• Media Coverage and Public Discourse: The Electric Buzz in the Air - The transition to electric vehicles is receiving significant attention in the media and is a frequent topic of public discussion. This increased visibility helps to raise awareness about the benefits of EVs, address common misconceptions, and shape consumer perceptions about electric mobility, contributing to the growing interest and adoption of these vehicles.

How the Trend Is Changing Consumer Behavior: Reshaping the Road to Purchase

• More Research-Intensive Purchase Process for EVs: Digging Deeper into the Electric Details - Potential EV buyers often engage in a more detailed and extensive research process compared to those purchasing traditional gasoline or diesel cars. They need to learn about new aspects of vehicle ownership, such as battery range capabilities in real-world conditions, different types of charging connectors and speeds, the availability of charging infrastructure in their area and along their frequently traveled routes, and government incentives or tax benefits associated with EV ownership.

• Willingness to Try New Brands (EVs): Exploring the Electric Frontier - The decline in brand loyalty among EV buyers indicates a significant shift in consumer behavior. Instead of automatically defaulting to familiar automotive brands, consumers in the EV market are more open to considering and purchasing from newer or less established manufacturers that offer compelling electric vehicle technology, performance, and value. This creates opportunities for innovative brands to gain market share by focusing on the specific needs and desires of EV buyers.

• Greater Emphasis on Running Costs: The Bottom Line of Buyer Behavior - With fluctuating and often increasing fuel prices for gasoline and diesel, consumers across both ICE and EV segments are paying closer attention to the total cost of ownership of their vehicles. Electric vehicles, with their potential for lower energy costs and reduced maintenance requirements, are becoming increasingly attractive to buyers who are looking for ways to save money on their transportation expenses in the long run.

• Increased Demand for Technological Integration: Tech-Savvy Steering Wheels - Modern car buyers, particularly those considering electric vehicles, have high expectations when it comes to the integration of technology in their vehicles. They are looking for features such as advanced infotainment systems with seamless smartphone connectivity, sophisticated driver-assistance systems that enhance safety and convenience, and over-the-air software updates that keep their vehicles up-to-date with the latest features and improvements. This demand for technology is a significant factor influencing car purchasing decisions.

• Growing Consideration of Environmental Impact: Green Choices on the Go - A significant and increasing portion of consumers, especially those who are drawn to electric vehicles, are factoring the environmental impact of their transportation choices into their purchasing decisions. They are motivated by a desire to reduce their carbon footprint, contribute to cleaner air in their communities, and support more sustainable forms of mobility. This growing environmental consciousness is a key driver behind the rising popularity of electric vehicles.

Implications Across the Ecosystem:

• For Brands and CPGs: Automotive brands need to adapt their product development, marketing, and sales strategies to cater to the distinct needs of ICE and EV buyers. They may need to invest in new manufacturing processes and supply chains for electric vehicles. CPG companies might see shifts in consumer spending as EV owners allocate funds differently (e.g., towards home charging installations or subscriptions for charging networks).

• For Retailers: Car dealerships will need to evolve their business models to effectively sell and service electric vehicles. This includes training sales staff on EV technology, investing in charging infrastructure at dealerships, and adapting service bays to handle the specific maintenance requirements of electric vehicles. They may also need to adjust their inventory strategies to reflect the changing demand for different powertrain types.

• For Consumers: Consumers will have a wider array of vehicle options to choose from, with the increasing availability of electric vehicles. However, they will also need to educate themselves about the differences between ICE and EV powertrains, including charging requirements, battery range considerations, and potential cost savings. They may also need to adapt their driving and refueling/recharging habits.

Strategic Forecast:

• Continued Growth of EV Market Share: The Electric Era Accelerates - The trend of increasing consumer interest and adoption of electric vehicles is expected to continue and even accelerate in the coming years, driven by advancements in technology, more competitive pricing, expanding charging infrastructure, and growing environmental awareness among consumers.

• Further Segmentation of the Automotive Market: Carving Out Consumer Categories - The divergence in preferences between ICE and EV buyers will likely lead to further segmentation within the automotive market. Brands will need to increasingly target specific consumer groups with vehicles and marketing messages that are tailored to their particular needs and motivations.

• Innovation Focused on Key Differentiators: Elevating EV Excellence and ICE Ingenuity - Automakers will continue to invest heavily in innovation to improve both electric vehicles (e.g., increasing battery range, reducing charging times, enhancing performance) and internal combustion engine vehicles (e.g., improving fuel efficiency, reducing emissions) to appeal to their respective target markets.

• Increased Competition in the EV Space: The Electric Arena Heats Up - As more established automakers and new entrants introduce a wider variety of electric vehicle models, competition in the EV market is expected to intensify. This competition will likely drive further innovation, improve vehicle performance and features, and potentially lead to more competitive pricing for consumers.

• Importance of Holistic Ownership Experience: Beyond the Drive: The Complete Car Journey - In the increasingly competitive automotive market, brands that can offer a positive and comprehensive ownership experience, encompassing not just the vehicle itself but also factors like ease of charging (for EVs), reliable servicing, strong customer support, and a sense of community, will be better positioned for long-term success and customer loyalty.

Areas of innovation (implied by article): The Innovation Highway: Where Next for Automotive?

• Battery Technology: Continuous advancements in battery chemistry, energy density, charging speed, lifespan, and cost-effectiveness will be crucial for improving the appeal and practicality of electric vehicles.

• Charging Infrastructure: Innovation is needed in developing more widespread, faster, and more convenient public and private charging solutions, including wireless charging, ultra-fast charging technologies, and smart charging management systems.

• In-Car Technology and Connectivity: Further development and integration of advanced infotainment systems, driver-assistance features, seamless smartphone connectivity, and over-the-air software updates will enhance the user experience and appeal to tech-savvy consumers, particularly in the EV segment.

• Sustainable Materials and Manufacturing: Innovation in the use of more environmentally friendly and recyclable materials in vehicle production, as well as the development of more sustainable manufacturing processes, will become increasingly important as both consumers and regulations demand greater environmental responsibility from the automotive industry.

• Electric Vehicle Performance and Design: Continued innovation in electric powertrain technology will lead to EVs with even better performance characteristics (e.g., acceleration, handling), more appealing and aerodynamic designs, and greater overall practicality for a wider range of uses.

Final Thought: Navigating the Electric Current: Steering Through a Sea of Change - The automotive industry stands at a critical juncture, facing a period of unprecedented transformation driven by the rise of electric vehicles and evolving consumer preferences. To thrive in this dynamic environment, manufacturers and retailers must embrace a flexible and adaptive mindset, continuously monitoring consumer trends, investing in innovation, and tailoring their strategies to effectively cater to the distinct needs and desires of both traditional and electric vehicle buyers. The future of the automotive market will be defined by the ability of the industry to navigate this electric current and steer towards a sustainable and customer-centric future.

Source: https://www.autotraderinsight-blog.co.uk/auto-trader-insight-blog/what-do-car-buyers-really-want