MG electrifies the market as JLR dominates new car demand
27th October 2025 – The latest data from Autotrader reveals that new car demand has remained resilient following the robust September plate change, with the UK’s largest automotive platform reporting a 6% year-on-year (YoY) increase in new car visits to its platform, in October to date. And despite entering the traditional ‘quiet period’ for new car sales, there’s no sign of brands or retailers taking their foot off the pedal, with the level of both discounts and advertised stock rising.
New models help MG lead the way on electric
The MG S5 has retained its crown as the most in demand new electric model in October having generated a 6.6% share of enquiries so far this month. Not content with the top spot, four out of the five most in demand new EVs are MG. However, highlighting how established brands can more than hold their own against new entrants, the S5 is followed in hot pursuit by Renault’s modern icon, the 5 E-Tech Electric (6.2%).
Thanks to its range of exciting recent releases, MG commands a healthy lead at the top of the electric brand leaderboard generating just over a fifth of all new electric enquiries (20.4%). Renault is currently second with an 8.3% share whilst BYD continues to make strides with UK consumers, placing third with 6.9% – ahead of some of the more established players in the market including BMW and Volkswagen.
JLR demand strong despite supply issues
Drivers are loving Land Rover models, despite supply concerns as the recent cyber-attack resulted in a pause in production. Land Rover tops the brand chart in October for new car enquiries, just pipping BMW - who sit less than one percent behind them – to the post. Land Rover also dominates in the model top ten with the Range Rover Sport taking second spot with 3.8% of all new car enquiries, and Defender 110 and Range Rover in fourth and fifth respectively.
Chinese models show no signs of slowing down
For a third successive month, the Jaecoo 7 was the most popular new car across all fuel types, driving a 4.9% share of enquiries so far in October. The premium SUV beat Land Rover’s Range Rover Sport (3.8%) whilst Volkswagen’s Golf model had to settle with third (3.3%). Proving that new Chinese entrants can compete with established brands beyond the electric market, BYD’s mid-size Seal U featured in the top ten most in demand cars across all fuel types, placing eighth.
Manufacturers continuing to offer discounts to entice consumers
Despite a strong September, Autotrader’s data indicates brands are keeping their foot down to try and maintain momentum, with further discounts and additional marketing spend. The average new car discount decreased slightly from 10.1% off RRP last month to 9.8% off RRP in October, whilst discounts offered on new electric vehicles have decreased from an average of 11.8% in September to 11.5%.
Although discounts have softened, 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 October so far, the volume of new cars being advertised on Autotrader is currently up 6% versus last year.
“We may be entering what is traditionally the market’s quieter period, but new car demand remains reassuringly robust thanks to the industry’s efforts to maintain consumer interest. The Electric Car Grant has also helped to entice new car buyers looking for greater EV affordability, which the popularity of MG and Renault highlights is vital to greater adoption. Whilst sales may ease in the coming months, this is a key researching period for buyers looking to purchase in the early new year so it’s very positive to see that brands and retailers aren’t letting up in either their incentives or marketing investments to convert Q4’s researchers into Q1’s buyers.”
Most in demand new car electric models on Autotrader in October 2025 ranked by enquiries/leads.
Most in demand new car electric brands[1] on Autotrader in October 2025 ranked by enquiries/leads.
Most in demand new car models on Autotrader in October 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.
[1] Based on brands’ electric models only
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