European electric vehicle (EV) drivers are showing strong signs of being loyal to their brands but this could be tested in the future with increased interest in Chinese brands, according to analysis from LCP Delta.
New analysis, based on its annual EV Driver Survey of 3,900 individuals across the UK and key European markets, shows strong brand loyalty, with the UK leading (93%), followed by Spain (87%) and Germany (86%).
The survey also highlights new behaviours among drivers across all markets when it comes to smart charging.
Tesla has a slight edge on brand retention, with 50% of its drivers saying they are ‘very likely’ to repurchase, compared with 46% across all EV brands. This comes despite public debate and controversies around the company, which appear to have had little impact on loyalty among existing customers.
Interest in Chinese EV brands is growing across Europe: 59% of drivers say they would consider a Chinese-made EV for their next purchase (24% ‘very likely’, 35% ‘quite likely’), with around three quarters of drivers in the UK, Spain, and Poland. This is driven by competitive pricing in the UK, where there are no EU-style tariffs, and strong demand for affordable options in Poland and Spain. However, interest is lower in markets such as Sweden and Norway, where less than half of drivers express interest and many remain undecided.
Chinese newcomers such as BYD are gaining ground, with early-2025 sales growth outpacing several legacy players and positioning them as credible alternatives.
Smart charging
As EV ownership grows beyond early adoption, smart charging preferences are evolving. In 2023, 75% of European EV drivers had access to private parking, falling to 61% this year.
LCP Delta expects a further decline as more people without private parking make the switch to electric. The experts believe this shift reflects growing confidence in public and shared charging and highlights the need for communal and on-street charging to be smart, reliable, and easy to use.
New behaviours include:
- Only 48% are willing to keep their EV plugged in for extended periods when it does not need charging, and 66% say they override their scheduled charging at least sometimes. These habits limit the potential for smart charging and vehicle-to-grid services.
- Meanwhile, 56% say they are open to automated third-party charging control, showing that trust remains a barrier.
John Murray, Head of EVs at LCP Delta, said:
“The latest findings from our seventh annual EV Driver Survey reveal growing evidence that we are entering the mass market of EV adoption across Europe. The good news for auto manufacturers is that existing EV drivers are proving to be loyal customers, with more than four-in-five saying they are likely to purchase the same brand of car next time. The challenge will be to appeal to the next wave of EV adopters who will not have the same level of brand loyalty.”
Cara Sloan, Associate Consultant at LCP and Lead Author, added:
“For EV adoption to scale, the experience has to be effortless, from the simple installation of a home chargepoint to managing charging through intuitive apps. By keeping the customer at the centre and making smart charging easy, EV drivers can become active energy partners, not just vehicle users, helping to balance the grid while reducing their own costs.”
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