British car buyers are increasingly adopting an "Amazon-style" approach to purchasing vehicles, a shift that has significantly benefited emerging Chinese car brands and challenged established manufacturers. Research from automotive data experts Vehicle Data Global (VDG) indicates that nearly all car shoppers begin their journey online, comparing models before visiting physical dealerships. This trend mirrors how Chinese-made products gained prominence on online retail platforms like Amazon.
The transition to electric vehicles (EVs) has accelerated this change, with cars now being evaluated more like consumer electronics, emphasizing features such as range, charging speed, battery capacity, and in-car technology. Chinese manufacturers have capitalized on this by typically offering extensive lists of standard features, a contrast to many established brands that often relegate advanced technologies to costly optional packages.
This approach has allowed previously unfamiliar Chinese brands to compete effectively on value. Ben Hermer, operations director at VDG, noted that car buyers are applying their online shopping habits, honed by purchasing goods from new brands on platforms like Amazon, to their automotive research. "Electric cars lend themselves particularly well to feature comparisons in the same way that household and other consumer products are assessed on Amazon," Hermer stated.
Established brands like Ford and Vauxhall have seen significant declines in their market positions. Between 2015 and 2025, Ford fell from the UK's most popular brand to third, while Vauxhall dropped from second to thirteenth, with sales decreasing by 64 and 70 percent respectively. Volkswagen, once a market leader, also experienced a 19 percent drop in registrations over the same decade. VDG attributes these declines to a broader shift in consumer behavior towards online research and purchasing.
Consolidation and Competition
While the market appears to offer a proliferation of new brands, VDG points out that many of these companies share common factories, technology platforms, and parent corporations. Omoda and Jaecoo, both Chery brands, have collectively sold over 100,000 cars in the UK in just two years. Chinese automotive giant Geely, for instance, owns established marques including Volvo, Polestar, and Lotus.
Hermer explained that this consolidation means that while brands may seem diverse, they often originate from a limited number of technological sources and manufacturing bases. This dynamic is comparable to how electronics brands faced competition from new, value-driven entrants.
Market Advantages for Chinese EVs
Britain's decision not to impose duties on Chinese-made EVs has made it a more attractive market for these brands compared to the European Union, which has implemented tariffs ranging from 7.8 to 35.3 percent due to concerns about state subsidies. This tariff-free access allows Chinese EVs to enter the UK market with a significant cost advantage.
Despite these shifts, VDG acknowledges that legacy brands retain advantages in areas such as managing the used car market, residual values, parts supply, and logistics. Hermer cautioned that the rapid entry and intense competition characteristic of online marketplaces suggest that not all current Chinese brands may achieve long-term success. Traditional automakers are still adapting to these evolving market conditions.