New car appetite ramps up ahead of key selling month as Auto Trader reports record start to 2025
28th February 2025 – The latest data from Auto Trader points to a promising month ahead for the new car market with the automotive platform reporting a significant rise in interest from consumers for brand new cars. Visits to its new car platform increased 15% month-on-month (MoM) in February, whilst year-on-year (YoY) it jumped by a massive 23%.
It marks a record start to the year, with January and February receiving the largest volume of new car visits for the period, as motorists across the country prepare their new car buying purchases ahead of the introduction of the highly anticipated 25 number plates next month.
Car brands dial-up discounting to entice buyers to go electric
With the car industry preparing for the calendar’s biggest and most important new car sales month, brands are ramping up their efforts to attract buyers by accelerating discounts on their cars. Whilst the average discount applied to new electric cars in February has fallen slightly, from 11.3% in January to 10.8%, discounts on new cars more broadly have inched higher, up from 8.8% to an average of 9% this month.
Given March's importance, and with ZEV mandate targets increasing to 28% this year, EV discounts may well rise over the next few weeks and beyond, to encourage more buyers to make the transition to electric ahead of the 2030 ban of sales of new petrol and diesel cars.
As well as enticing buyers with offers, retailers are ensuring they’re in the best position possible to capitalise, by putting more of their new car stock in front of the UK’s biggest audience of engaged car buyers. In February, the volume of new cars being advertised on Auto Trader rose 3% MoM and 20% YoY.
MG ZS dethrones the MG 4 as most in-demand new electric vehicle
MG continues to dominate the electric charts of most in-demand new cars, as its crossover SUV, the MG ZS, becomes the ‘hottest’ new electric model this month, generating close to an 8% share of all new EV enquiries sent to retailers through the platform. Not content with first place, in second was MG’s ever popular hatchback, the MG4, which received a 6.6% share of leads and was the UK’s most in-demand new electric car in 2024 overall. The top three was rounded off by the premium Porsche Macan which received a 4.2% share.
Models aside, there’s been no change at the top of the leaderboard of most popular new car electric brands, as MG (a 15.1% share of enquiries), BMW (4.2%) and MINI (7.8%) have all maintained their position in the top three. Other notable brands in the top ten include the Chinese manufacturer, BYD (5.4%), France’s Renault (4.6%), and Tesla (3.4%). BYD has enjoyed a 2.3% YoY percentage point increase as the challenger brand continues to grow in awareness in the months since its sponsorship of the Euros last summer, fuelled by the launch of several new models in the subsequent period, combined with compelling consumer offers.
This also comes as recent findings from Auto Trader’s latest Road to 2030 report revealed that affordable high-tech Chinese electric car brands like BYD are winning over UK consumers. Two in five said they are willing to consider a Chinese car brand with the greatest support coming from the 17-34 age group.
New Land Rover models remain a firm favourite with Brits
Looking across all fuel types, the Land Rover Range Rover was February’s most in demand new car for a second month running generating a 4.4% share of enquiries. Volkswagen’s Golf followed closely behind with a 4.2% share whilst Land Rover’s popular sport model of its Range Rover came in third with a 3.4% share.
The British badged manufacturer had plenty to cheer about this month as it also regained top spot of the most in demand new car brand (14.3% share of enquiries), switching places with German marque BMW which fell down to second place (13% share of enquiries). BMW’s rival Volkswagen completed the top three with an 8% share of leads.
Despite a slow start to 2025 for new car registrations, consumer interest has ramped up significantly over recent weeks suggesting buyers have been waiting in anticipation for the release of the new 25 plates. March is an important month for the industry, and we’ve seen retailers and brands act accordingly - more new stock is being advertised, and discounts have been increasing in order to entice buyers. More choice and better affordability means March could be a great time to buy your next new car, and with more EV offers expected over the coming weeks, it might be the perfect time to make the switch to electric."
Most in demand new car electric models on Auto Trader in February 2025 ranked by enquiries/leads.
Most in demand new car electric brands[1] on Auto Trader in February 2025 ranked by enquiries/leads.
Most in demand new car models on Auto Trader in February 2025 ranked by enquiries/leads – all fuel types.
Most in demand new car brands on Auto Trader in February 2025 ranked by enquiries/leads – all fuel types.
Although it’s been a somewhat lacklustre start to the new car market in 2025, it’s very encouraging to see a record number of visits to our new car platform this month, suggesting consumers are getting set to buy their brand new 25 plate car. Our data shows that both retailers and manufacturers are also putting themselves in the very best position to capitalise, not only accelerating their offers, but importantly making sure their new car stock is in front of the UK’s largest audience of in-market car buyers. We’ll be monitoring the data closely over the coming weeks, but we hope March proves to be a very successful trading month for all retailers.
[1] Based on brands’ electric models only
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