New entrant car brands have captured a record 15.8% share of the UK new car market, but buyers still expect Chinese models to cost less than established rivals, according to new research from Autotrader.
The online marketplace said the overall new car market is up 9% year to date compared with 2025, with Chinese manufacturers continuing to gain ground, particularly in the plug-in hybrid segment.
However, its survey of more than 2,000 UK drivers found price remains a significant barrier to wider adoption.
Around 30% of prospective buyers said they would only consider a new entrant brand if it was cheaper than an equivalent European or Japanese model.
Of those, almost three quarters said they would expect to save at least £3,000, while 38% said the discount would need to exceed £5,000.
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Consumer attitudes continuing to shift
Despite that, consumer attitudes are continuing to shift.
Autotrader found buyers are becoming less loyal to traditional manufacturers, with the proportion preferring brands with a long automotive history falling from 70% in 2024 to 55%. The importance placed on brand name also fell by 15 percentage points overall and by 18 percentage points among drivers aged under 44.
The research also highlights growing awareness of Chinese brands among UK buyers.
BYD is now considered by 22% of drivers, behind only MG among Chinese-owned brands on 28%. Jaecoo achieved 15% consideration, while Omoda reached 10%.
BYD’s growing profile has also been recognised by the motor retail sector.
BYD was named Manufacturer of the Year at the 2026 AM Awards after judges praised its rapid UK expansion, product line-up and commitment to supporting its dealership network.
Importance of brand name on the decline
Autotrader found brand loyalty is weakening, with the proportion of buyers who prefer manufacturers with a long automotive heritage falling from 70% in 2024 to 55%.
The importance placed on brand name also declined by 15 percentage points overall and by 18 percentage points among drivers under 44.
The appeal of European brands also appears to be weakening.
Just one in seven respondents said a European origin was important when choosing their next car, around half the level recorded in 2024.
Younger buyers were the most receptive to Chinese manufacturers, with 40% of under-30s saying they would consider buying one if the price was attractive.
Among drivers aged 75 and over, that figure fell to 11%.
Competitive pricing was the biggest factor influencing interest in Chinese brands, cited by half of respondents.
Safety ratings, longer warranties and aftersales support were also important, although almost a quarter of buyers said concerns over data security and customer service would discourage them from purchasing.
Autotrader’s enquiry data suggests demand is also increasing.
The MG S9 (pictured above) was the most in-demand new model on the platform during June with a 3.2% share of enquiries, followed by the Jaecoo 7 on 2.2%.
The Jaecoo 8 and Chery Tiggo 8 also featured in the top four.
MG was the most popular new car brand on the platform in June with an 11.2% share of enquiries, ahead of BMW (10.5%) and Jaecoo (7.4%).
Plug-in hybrids an area of strength for Chinese brands
Plug-in hybrids continue to be an area of strength for Chinese manufacturers.
Autotrader said Chinese brands accounted for 43% of all UK PHEV registrations year-to-date, compared with a 20.9% share of battery electric vehicle registrations.
Ian Plummer, chief customer officer at Autotrader, said the latest findings show consumers remain value conscious despite growing confidence in new brands.
He said: “New brands are marching into the UK, but drivers are pushing for top value from all the new offerings.
“This is a market that has watched the likes of Hyundai and Kia build credibility over twenty years on a mix of price and warranty.
“Now Chinese brands are being held to a similar standard.
“The brands that get the economics right will be the ones that scale.”
Plummer said BYD had established itself in the UK faster than any other brand Autotrader has tracked in the past decade.
He added: “A name that was virtually unknown to British drivers two years ago is now being considered by more than a fifth of the country.
“But this isn’t yet a story about Chinese brands in general taking off.
“Right now, it’s about two or three brands that have invested seriously in dealer networks, product and visibility that are stealing the march.”
Most in-demand new car models on Autotrader in June 2026 ranked by enquiries/leads – all fuel types
| Rank | Make | Model | Fuel type | Average manufacturer RRP | Share of enquiries |
|---|---|---|---|---|---|
| 1 | MG | MG S9 | Plug-in hybrid | £36,752 | 3.2% |
| 2 | Jaecoo | 7 | Plug-in hybrid | £35,774 | 2.2% |
| 3 | Jaecoo | 8 | Plug-in hybrid | £46,880 | 2.0% |
| 4 | Chery | Tiggo 8 | Plug-in hybrid | £34,617 | 1.6% |
| 5 | MG | MG ZS | Hybrid | £25,171 | 1.5% |
| 6 | MG | MG4 Urban | Electric | £27,077 | 1.4% |
| 7 | Renault | 5 E-Tech | Electric | £29,754 | 1.4% |
| 8 | BMW | M3 | Petrol | £101,620 | 1.4% |
| 9 | Volkswagen | Golf | Petrol | £39,395 | 1.3% |
| 10 | BMW | M5 | Plug-in hybrid | £124,100 | 1.2% |
Most in-demand new car brands on Autotrader in June 2026 ranked by enquiries/leads – all fuel types
| Rank | Make | Share of enquiries |
|---|---|---|
| 1 | MG | 11.2% |
| 2 | BMW | 10.5% |
| 3 | Jaecoo | 7.4% |
| 4 | Volkswagen | 6.7% |
| 5 | Audi | 6.5% |
| 6 | Land Rover | 5.8% |
| 7 | Skoda | 5.8% |
| 8 | Chery | 3.9% |
| 9 | Hyundai | 3.2% |
| 10 | Omoda | 3.0% |