Dealers identify Chinese brands most likely to succeed in the UK

Xpeng is the Chinese EV manufacturer most likely to succeed in the UK market (named by 36% of dealers), according to June’s Startline Used Car Tracker which questioned 301 consumers and 58 dealers.

The manufacturer was followed by Omoda (34%), BYD (31%), Lynk & Co (24%) and Nio (24%). Other new entrants named by dealers include Jaecoo (19%), GWM ORA (17%), Zeekr (12%) and HiPhi (5%).

Paul Burgess, CEO at Startline Motor Finance, said: “It can seem as though a new Chinese EV entrant to the UK car market is announced every week but our research shows that dealers are starting to build up a picture of which they think are the most credible.

“Xpeng is an interesting result at the top of the table. Although they have just launched in Germany, they are not expected to arrive in the UK later this year, while other brands such as BYD and GWM ORA already have cars on UK roads. However, dealers obviously see some potential there.”

Dealer perceptions manufacturers could be shaped by press coverage, the models they are selling and the fact that some are in the process of creating franchise dealer networks.

Startline suggests that the manufacturers are adopting a traditional franchise model for their sales and support networks.

Burgess added: “What will be interesting over the medium term, of course, is which of these new entrants are able to not just gain a foothold in the UK market but maintain a presence over time.

“The Financial Times recently forecast that out of 50 companies making electric vehicles in China, only a dozen were expected to survive until the end of the decade. It is a ferociously competitive market.”