UK consumers are showing a modest increase in interest in electric and electrified vehicles, though significant structural barriers remain, according to Deloitte’s latest Global Automotive Consumer Study.

In a company press release, Deloitte said that 11% of UK consumers would currently choose a battery electric vehicle (BEV), up from 8% in 2025. Among those planning to buy a new vehicle, the proportion considering a BEV rises to 19%, compared with 5% among buyers targeting the used market.

Hybrids continue to attract broader interest. Around 27% of respondents said they would opt for a hybrid electric vehicle (HEV), while 11% would choose a plug-in hybrid (PHEV).

Taken together, 49% of UK consumers said they would prefer their next vehicle to be electrified in some form. Preferences remain skewed towards new vehicles, with 28% favouring a new HEV and 15% a new PHEV, compared with 26% and 9% respectively in the used market.

Lower running costs were cited as the main reason for choosing an electric vehicle, with half of respondents pointing to reduced fuel costs. Environmental considerations (39%) and the driving experience (34%) followed.

However, Deloitte said concerns around cost and infrastructure continue to limit adoption. Almost half of UK consumers (45%) cited cost as a key concern with BEVs, alongside driving range (48%), charging time (43%) and battery replacement costs (38%).

While 79% of consumers intending to acquire a BEV or PHEV expect to charge at home, more than half of those planning to go electric said they do not currently have access to home charging. A lack of public charging infrastructure (37%) and the absence of a home charger (35%) were also identified as significant issues.

Jamie Hamilton, automotive partner and head of electric vehicles at Deloitte UK, said there were “clear benefits” to electrification but acknowledged ongoing challenges. He noted that progress towards the 2035 zero-emission vehicle target would require addressing “significant barriers”, including gaps in residential charging provision and limited access for drivers without off-street parking.

Hamilton also pointed to the underdeveloped second-hand EV market, describing it as an area where “some work” is still needed. With only 5% of used car buyers considering electric vehicles, he said strengthening the used market would be an important step towards wider adoption.

The study also highlights low brand loyalty among UK car buyers. Only 39% of consumers purchased their current vehicle from the same brand as their previous one, one of the lowest levels across surveyed markets.

Product quality (60%), vehicle performance such as fuel efficiency or battery range (54%), and price (52%) were identified as the most important factors influencing brand choice.

Nick Smith, automotive sector lead at Deloitte UK, said the low level of loyalty creates an opening for new entrants. He said the pace of new electric brand launches, combined with shifting consumer behaviour, presents “an opportunity” for challenger brands, while established players may need to sharpen their differentiation strategies.

Despite the growth of digital tools, physical dealerships remain central to the purchase journey. More than half of UK consumers said a dealer visit would be their most used information source when buying a vehicle. Securing a good deal, hands-on interaction with the vehicle and transparent pricing were cited as the most important elements of the buying experience.

At the same time, ongoing digital engagement is influencing ownership decisions. Nearly half of respondents said they would keep a vehicle longer if it received regular over-the-air software updates, with a third indicating this could extend ownership by two to three years.