"Two-speed" Road to 2030 as postcode divide hits electric transition
• Road to 2030 Report reveals total views of new and used electric vehicles (EVs) up 28% in 2025 helped by greater affordability of new and used models
• But Scotland and South-West left behind in EV consideration, according to data from Autotrader, the UK’s largest automotive marketplace
• “Rethink” of Electric Car Grant needed to speed up adoption according to Chief Customer Officer, Ian Plummer
London, February 16: Those in Scotland and South-West are in danger of being left behind in the UK’s transition towards electric vehicles (EVs) despite evidence of a significant jump in consumer demand, according to new analysis.
The latest Road to 2030 Report from Autotrader, revealed strong momentum behind EVs last year as total views of electric car adverts increased 28% on the marketplace. The UK’s largest automotive marketplace – which received nearly one billion visits last year – also generated a 27% rise in sales leads to retailers for EVs, with broad‑based growth across both new and used EV sales.
Just under half a million new electric cars were registered in the UK last year – equating to nearly one in four new cars sold. The arrival of more brands in the UK, taking the total to 72 up from around 40 pre‑pandemic, incentives such as the Electric Car Grant, and strong product discounting have all helped to increase choice and in turn boost demand. Recent consumer research showed 62% of buyers would consider an EV for their next car.[1]
Regional divides remain
Analysis by Autotrader, based on the share of users which have viewed at least one EV on the site in past 90 days, shows an average 31% of users across all UK postcode areas viewed a new or used electric car.
However, this postcode analysis reveals a stark regional divide.[2]
10 postcode areas with lowest EV interest
Postcodes in Scotland and the South-West feature heavily in the bottom 10 lowest interest areas. Lower‑interest postcodes also include Plymouth (27.1%), Taunton (27.1%), and Belfast (27.4%).
10 postcode areas with highest EV interest
The postcode data also shows an urban/rural divide in electric car consideration which is supported by consumer research from Autotrader, showing 85% of city dwellers will consider them, compared to 45% for those living in a rural environment.[3]
The lingering postcode divide comes despite improvements in affordability for new EVs. The upfront price premium for new electric cars dropped to 17% – around half the level of 2024. Upfront affordability barriers remain as the share of households willing to consider buying an EV falls from 62% on a nationally representative basis to 48% among households earning under £40k.
We’re seeing notably lower levels of EV interest in regions like the South-West and Scotland, which reflects deeper structural challenges rather than a lack of appetite for cleaner transport. These areas have more rural communities and longer average driving distances all of which make switching to electric feel riskier and less practical for drivers – even though that’s not necessarily the case, as both regions have more rapid chargers per head than the UK overall.
Ian Plummer, Chief Customer Officer, Autotrader
Younger used EVs: the squeezed middle
The Report also shows consumer demand for used EVs aged up to six years old grew 28% year‑on‑year, with the strongest growth concentrated in 3–6‑year‑old models. Volume of enquiries for this cohort increased 50% year-on-year, making this the most popular age cohort as previously priced out buyers are able to access affordable EVs.
However, the Report also highlights the risks surrounding the ‘squeezed middle’ of the electric market, the 0–3‑year‑old cohort. This segment has shown low levels of growth as improved affordability – helped by the £3,750 Electric Car Grant as well as attractive offers, including 0% finance, and new models launched around the £30,000 price point - draws buyers into the new car market. At the older end of this age group, the better value EVs on offer in the 3–6-year-old bracket are also drawing buyers away from younger used EVs, creating a squeeze in the middle that is seeing lower levels of buyer interest.
Plummer continued: “With this market context, the challenge for retailers is not just selling cars, but sourcing the right ones. This is where data becomes the competitive advantage. Retailers who use real-time insights to diversify their stock and spot pockets of demand early will be best placed to succeed.”
There’s a risk the market dynamics of the younger used EVs will increase the price of new cars as residual values determine monthly costs. With nine in 10 new car buyers using finance, this could cause another bump on the road to 2030.
The momentum behind electric vehicles is unmistakable. Interest jumped 28% last year and we’re seeing a market that is now maturing, particularly as the used market develops.
“But whilst growth is positive, the current levels are insufficient, and our data shows the UK’s EV transition isn’t currently fair or evenly distributed. It’s a two-speed road to 2030. If we’re serious about nationwide progress, we need to bring everybody with us rather than entrenching economic divides. In practice, this means widening the scope of the Electric Car Grant to the used market.
“At the same time the Government needs to rethink its policy on taxing EVs. Introducing pay per mile charging sends mixed messages to consumers which risks delaying the UK’s transition at a time when only around 5% of cars on UK roads are electric.”
To read the full Autotrader Road to 2030 Report, visit https://autotraderroadto2030.co.uk/
[1] Autotrader No Driver Left Behind Report: Bridging the EV income gap. January 2026.
[2] Data is based on the share of users which have viewed at least one EV on the site in past 90 days. The median level of interest across all postcodes is 31.2%. Includes only postcodes with a minimum 1,500 users to be included. February 2026.
[3] Autotrader No Driver Left Behind Report: Bridging the EV income gap. January 2026.
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