Chinese electric vehicle (EV) brands are becoming increasingly credible to UK consumers, while monthly affordability and the deal offered are taking on greater importance in vehicle purchasing decisions, according to new research from OC&C Strategy Consultants.
The findings, from the fifth edition of OC&C’s Global Automotive Disruption Speedometer Report 2026, are based on responses from more than 8,000 drivers across nine countries.
For fleet decision makers, the research points to a changing vehicle purchasing environment in which acquisition cost, monthly payments and whole-life value could become increasingly important alongside traditional considerations such as brand reputation.
Almost four in 10 (38%) UK consumers surveyed believe some Chinese EVs match or exceed Western alternatives in terms of quality.
This compares with a global average of 44%, rising to 48% in both France and Italy, while 35% of German respondents shared the view.
The research also suggests that Chinese brands are increasingly being considered on factors beyond their traditionally competitive pricing.
Related: Renault Trucks adds Trafic and Flexis vans
Among consumers who are open to buying an EV, 10% of UK respondents said they would pay more for an equivalent Chinese model than one from an established Western manufacturer.
A further 35% would pay the same, while across the wider survey, 13% would pay more for a Chinese EV and 40% would pay the same.
Chinese EV brands are also beginning to close the gap in brand consideration, with 18% of consumers in the EU saying they would consider a Chinese EV brand, compared with 16% for a US EV brand.
In the first half of 2026, Chinese car brands achieved a 15% market share in the UK.
Affordability is becoming more important, with consumers changing what they prioritize when choosing a vehicle, according to OC&C.
Monthly affordability and the quality of the deal are carrying considerably more weight than they did two years ago, which could have particular significance for fleets.
The shift reinforces the importance of looking beyond list prices when comparing vehicles, with finance terms, depreciation, servicing and residual values all potentially influencing the overall cost of running a vehicle.
Related: Alphabet GB appoints new sales manager
OC&C said Western manufacturers could no longer rely on brand loyalty as product and price differences narrow, and instead recommends that established OEMs differentiate themselves through areas that are harder for competitors to replicate, such as extensive service networks and aftersales support.
Nicholas Farhi, partner at OC&C Strategy Consultants, said consumer priorities were changing rapidly, with reliability remaining essential but monthly affordability and the deal offered carrying considerably more weight.
Farhi said OEMs, retailers, marketplaces and automotive service providers would need to respond across the entire customer journey, making the full monthly economics of ownership easier to understand and competing across the whole ownership experience.
For fleet operators, the findings suggest that the competitive environment for EVs is likely to become broader, while demonstrating value through monthly cost, whole-life economics and aftersales support will become increasingly important when selecting vehicles.
They will need to adapt to these changes and focus on providing a better overall ownership experience, rather than just relying on brand reputation.
Businesses must provide a better overall ownership experience.
