UK car buyer interest in electric vehicles exceeded actual sales in 2025, highlighting a growing gap between consumer intent and electric vehicle (EV) adoption.
New data from IMAGIN.studio, which provides car image services to the automotive retail industry, shows that 29% of all vehicle searches last year were for EVs, compared with EVs accounting for 23% of new car registrations.
The findings are based on an analysis of more than 2.3 billion image views across UK car-buying websites, including dealer, broker, and motor finance platforms.
Internal combustion engine models still accounted for the largest share of searches at 43%, while nearly 60% of all searches were for vehicles with some form of electrified powertrain.
Hybrid vehicles continued to attract strong interest, accounting for 25% of all searches.
IMAGIN.studio said this indicates many buyers still view hybrid powertrains as a stepping stone between petrol and full electric.
Most-viewed body types by drivetrain (Jan-Dec 2025)
| Body type | Electric | Hybrid (PHEV and HEV) | Petrol/diesel |
|---|---|---|---|
| SUV | 60% | 71% | 38% |
| Hatchback | 22% | 18% | 33% |
| Sedan | 6% | 3% | 6% |
| Estate | 3% | 6% | 7% |
| Passenger Van | 2% | 1% | 3% |
| Other | 7% | 1% | 13% |
Sales conversion for EVs is the barrier
The data also shows a clear preference for SUVs among EV shoppers.
Electric SUVs accounted for 60% of all EV searches during 2025, compared with 22% for electric hatchbacks.
Four of the five most searched electric models were SUVs, including the Dacia Spring, Kia EV3, Skoda Elroq and Skoda Enyaq.
By comparison, interest in petrol and diesel vehicles was more evenly split, with SUVs accounting for 38% of searches and hatchbacks 33%.
Despite strong online interest, EV sales continue to lag behind Government ambitions.
According to Society of Motor Manufacturers and Traders (SMMT) data, EVs accounted for 23% of UK new car registrations in 2025, below the 33% target set for 2026 under the zero-emission vehicle mandate.
IMAGIN.studio said its search data suggests consumer interest is closer to the mandate target, but that converting that interest into sales remains the main barrier.
Upfront costs, pay-per-mile tax, RVs
Factors cited include high upfront costs, the introduction of a pay-per-mile EV tax and uncertainty around residual values.
The Government launched an EV awareness campaign at the start of this week to boost retail demand.
The SMMT has said the return of grant funding to support sales has helped drive a 24% increase in EV uptake, but only around a quarter of electric models currently qualify for the incentive.
Martijn Versteegen, chief executive of IMAGIN.studio, said: “Our UK data shows that public interest in EVs is broadly aligned with the government’s transition targets, but the real challenge lies in converting that online curiosity into actual sales.
“Enthusiasm is clearly there, but buyers are still cautious, and that hesitation is understandable.
“Moving to electric is a big decision, and buyers need complete transparency to feel confident they are making the right choice.”
Versteegen said the UK market is becoming increasingly crowded, with more than 160 EVs available and even more arriving this year.
He added: “Brands must work harder to connect the right vehicle with the right buyer.
“With so much choice, bringing EVs to life through high-quality, dynamic vehicle imagery will be critical in building trust, answering unspoken questions, and reassuring shoppers who may still be sceptical about going electric.”