Consumer engagement in the new car market has held firm following the September number plate change, according to Autotrader.
The marketplace said traffic to its new car platform was stable year-on-year so far this month, while the volume of new cars listed was up by 13% compared with October 2025.
Autotrader said the market was being boosted by the impact of new market entrants prompting established brands to introduce more competitive pricing and attractive offers, with advertised discounts at an average of 10.2% across all fuel types and 10.1% for electric cars – although this is a slightly lower level than reported in September.
Autotrader said the market picture reinforced its upgrading of its full year market forecast earlier this month, with 2.21 million UK new car registrations now predicted in 2026, which would represent 9.5% year-on-year growth.
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Autotrader said the market’s performance highlighted the importance of Government policy stability, and that with the Government’s ZEV mandate review closing it was reiterating its support for the existing new ICE car phase-out dates. However, it said greater flexibility in near-term targets would help manufacturers to manage industrial and commercial pressures.
Increasing EV interest
Autotrader said that October had been the first month in which EVs had accounted for more than a third of all new car enquiries on its platform. BMW was the brand which attracted the most EV searches, with a 9.4% share, ahead of BYD on 6.2%, Hyundai on 5.8% and Kia on 5.6%.
Across all fuel types, BMW was also the most-searched brand, with a 9.8% share, ahead of Land Rover with 7.9% and Volkswagen with 6.7%.
Bex Kennett, head of new car at Autotrader, said: “The fact that consumer engagement has held firm immediately after such a strong September plate change is an encouraging sign of genuine momentum heading into the closing months of the year. Intense competition is giving buyers greater choice and attractive offers across widening range of brands and models, reinforcing our upgraded full-year forecast.
“However, maintaining this trajectory requires a balanced regulatory approach. Long-term clarity through the 2030 and 2035 phase-out dates remain vital for industry investment, but the significant increases required in the intervening years will become increasingly challenging against the current economic and geopolitical backdrop.
“Pragmatic flexibility in the near-term ZEV mandate trajectory would help manufacturers remain on course, while continuing to deliver meaningful reductions in carbon emissions from road transport.”