Direct Line Survey Reveals Consumer Attitudes to Brand Power

Some interesting findings on car buying/leasing from Direct Line on brand power. The new, lesser known car brands from China are winning over customers who don’t perceive a huge difference in styling, comfort, performance or running costs in the pure EV sector. But what about choosing insurance? Do EV drivers really care about brand values, ESG, reputation and Defaqto star ratings, or is everyone after a quote on Fully Comp for under £1000? Hmm, let’s see.

New research from Direct Line EV Insurance reveals that drivers rank price (52 per cent) and range (45 per cent) as the two most important factors when considering an EV. Build quality (20 per cent), safety (18 per cent) and driving experience (14 per cent) are all lesser priorities. Just 10 per cent of drivers cite brand as an important factor when considering an EV. This presents a great opportunity for lesser-known EV brands entering the UK market.

Interestingly, almost a quarter (23 per cent) of drivers said they would consider an EV from a new manufacturer that they are not overly familiar with. This will come as good news for the 18 new EV brands that have launched, or are set to launch, in the UK. This includes brands such as Ora, BYD, Fisker and Chery.

The data also revealed key differences in consideration based on gender and age. Following on from the top priorities of price and range, men next prioritised build and the driving experience, whereas women prioritised safety and reviews.

Generational differences are clear when it comes to price, with young people less focused on price than older generations. However, 55+ year olds are far less focused on brand names, whereas 18-34 year olds more likely to selecting an EV based on its brand.

Steven Williams, Head of Electric Vehicle Strategy for Direct Line said: “Given that price point is the most important consideration when purchasing a new EV, it’s clear that Brits are willing to consider new EV brands they have not heard of if they’re priced competitively. It’s great to see so many brands present, or soon to be present in the UK, this provides those considering the move to electric with plenty of choice to suit their budget, preference, and needs.”