Ford's Puma Gen-E powers up following full government grant
22nd September 2025 – The new car market is experiencing a welcome rise in consumer demand this month, with Autotrader reporting a 4% increase in visits to its new car platform both YoY and MoM, fuelled by the compelling combination of the September plate change, increased discounts, and the Government’s £650 million Electric Car Grant (ECG).
Significant jump in enquiries for new electric Fords
With such a huge audience (circa 84 million1 monthly visits) Autotrader offers an accurate bellwether for consumer trends and interests, including how the recently announced ECG is influencing new car buyers. Indeed, Autotrader’s data reveals that Ford, which recently became the first car manufacturer to secure the full £3,750 potential discount under the scheme, has seen a significant boost in interest this month.
Along with Ford’s E-Tourneo Courier van, the Puma Gen-E is one of just two vehicles currently eligible for the Level 1 grant2 and consumers have been responding accordingly. The model is currently the second most popular new electric car on the platform, with a 6.4% share of all brand-new electric car enquiries this month. This is up from a share of 0.7% in August, making it the fastest growing model this month. The Puma Gen-E is behind the MG S5, which retains its crown as the ‘hottest’ new electric car (11%), but ahead of Renault’s 5 E-Tech electric (5.8%).
The additional attention for the Puma has helped to propel the US car giant into the top three current most popular electric car brands on Autotrader. Ford is currently commanding a 7.6% share of enquiries, which is in third place behind MG (17.1%) and Renault (8.1%).
Turning heads: Four Chinese models make the top 10s (total and electric)
Proving that new Chinese entrants can compete with established brands beyond the electric market, the Jaecoo 7 has topped the charts for the second consecutive month across all fuel types. Its premium SUV has generated a 5.8% share of enquiries in September so far.
In second was Volkswagen’s Golf model, achieving a 3.7% share of enquiries, whilst Land Rover’s Range Rover rounded off the top three driving a 3.4% share. BYD’s Seal U model featured in the top 10 most in demand new cars, placing eighth with a 1.5% share of all enquiries.
Car brands ramp up discounts across all fuel types
To help maximise the opportunity of the biannual plate change and to tempt more buyers into showrooms, Autotrader’s data indicates manufacturers have increased the level of discounts on their brand-new models. The average new car discount rose from 9.8% off RRP last month to 10.1% off RRP in September, whilst discounts offered on new electric vehicles have increased from an average of 11.4% in August to 11.8%.
In addition to offers, retailers are taking advantage of the continued interest among prospective buyers by advertising even more of their new car stock in front of the UK’s biggest audience of engaged car buyers. In September so far, the volume of new cars being advertised on Autotrader is currently up 9% compared to the same period last year.
“Although the Puma Gen-E is the only model currently qualifying for the full Level 1 discount, over 37 EVs are eligible for the grant, and many other brands also offering their own discounts to compete, resulting in great savings for buyers. With four out of the top five most in demand new electric models on our platform supported by the grant, it’s clear it’s having the desired effect, fuelling interest among consumers on the lookout for their next new car purchase.
Retailers should therefore ensure they maximise the opportunity by putting the right stock in front of consumers and highlighting to them why now could be a fantastic time to finally take the plunge and make the switch to electric.”
Most in demand new car electric models on Autotrader in September 2025 ranked by enquiries/leads.
Most in demand new car electric brands on Autotrader in September 2025 ranked by enquiries/leads.
Most in demand new car models on Autotrader in September 2025 ranked by enquiries/leads – all fuel types.
Most in demand new car brands on Autotrader in September 2025 ranked by enquiries/leads – all fuel types.
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