The market is growing. But it's growing because barriers are low, not because buyers are more confident. That distinction matters enormously for how brands respond.
Don't compete on price
Tom Wharfe's message was clear. The brands that win long term won't be the ones trying to match Chinese entrants on price. They'll be the ones that use this moment of high volume to build genuine equity, through consistent marketing, product experience and customer service.
Two risks worth watching
Anton Hanley flagged two things worth keeping an eye on:
- The planned switch to pay-per-mile vehicle excise duty for EVs and PHEVs, coming in April 2028
- The UK's zero tariff policy on Chinese vehicle imports, compared to 35.3% in the EU and over 100% in the US
Right now, the UK is the most open major market in the world for Chinese brands. That won't last forever, and it changes the competitive landscape for everyone already here.
The window is now
The pipeline looks solid. But the brands that treat this as a moment to build lasting equity, rather than just chase short term volume, will be the ones still standing when the market matures.
The window to act is now.
