New car momentum builds ahead of September plate change
With September’s plate change fast approaching, the latest data from Autotrader offers a confident outlook for the new car market, with buyers, brands and retailers all gearing up for one of the year’s most important sales periods.
Promisingly, consumer engagement is clearly building ahead of the hotly anticipated ’76 registration plate, with traffic to Autotrader’s new car platform increasing 9% month-on-month (MoM) in August[1], and up 2% year-on-year (YoY).
The data also reveals retailers and manufacturers are ramping up their preparations. The volume of new cars advertised on Autotrader in August to date is up 18% year-on-year (YoY) and 4% month-on-month (MoM), while the average discount across all fuel types has risen to 10.5%[2], well above the 9.8% recorded this time last year. Together, these indicators point to an industry well placed for a competitive and promising sales period.
Electric vehicle (EV) discounts saw a minor pullback from 11.3% to 11.2% in August to date, signalling a more measured approach to EV pricing.
Chinese brands broaden their appeal across the new car market
While much of the discussion around new Chinese entrants has focused on electric vehicles, Autotrader’s data reveals they are currently generating stronger interest within the broader new car market. In fact, four of the top 10 most in-demand models across ‘all fuel-types’ this month come from Chinese manufacturers, led by the MG S9, which topped the rankings, followed by the Jaecoo 7 (4th overall), Chery Tiggo 8 (5th), and Jaecoo 5 (8th). Together, the results highlight how Chinese brands are increasingly competing alongside more established manufacturers across a range of vehicle segments and fuel types. However, with three Land Rovers featuring on the list, there remains a clear appetite for premium European models.
EV demand remains strong as established brands dominate electric rankings
Autotrader’s new car electric rankings show that established manufacturers including those from Europe and Korea are dominating the EV list, led by the Renault 5 E-Tech. The hatchback continues to maintain a firm grip at the top of the new all-electric rankings as the reimagined icon drove the most EV model enquiries on Autotrader’s new car platform with a 5.6% share in August so far. Its position at the top of the rankings, alongside strong performances from the Skoda Elroq and the BMW iX3, highlights the continued appeal of established brands as buyers consider making the switch to electric. The Skoda Elroq was second with 3.8%, closely followed by the Jaecoo 5, which drove a 3.7% share of enquiries. There are nine different brands making up the top 10 this month, with just Skoda featuring twice, highlighting the growing levels of choice in the market, and the increasing levels of cross-shopping among buyers.
Despite just missing out on the top position in the overall new car rankings across all fuel types, MG was the most popular new electric car brand as the Chinese manufacturer received an 8.3% share of all new electric enquiries. Similar to July, established manufacturers made up the majority of the top 10 rankings this month with BMW in second (7.5%) and Kia in third (7.4%).
We’re seeing encouraging signs ahead of September’s plate change, with consumers becoming increasingly active as they begin researching their next new car. At the same time, retailers and manufacturers are preparing for a key sales period through increased stock availability and competitive offers.
“What’s particularly interesting is the breadth of demand we’re seeing across the market. Whilst established brands continue to dominate electric vehicle consideration, Chinese brands are increasingly attracting buyer interest across the wider new car market. Taken together, these trends point to a competitive and positive September registration period ahead.”
Most in-demand new car electric models on Autotrader in August 2026 ranked by enquiries/leads.
Most in-demand new car models on Autotrader in August 2026 ranked by enquiries/leads – all fuel types.
Most in-demand new car brands on Autotrader in August 2026 ranked by enquiries/leads – all fuel types.
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