Our analysis of Experian Mosaic and DVLA data reveals a clear demographic divide in the EV market. It's a tale of two buyers, and the split isn't subtle.
Who's buying what
Established brands continue to over-index with affluent, prestige-oriented buyers, sitting in Mosaic Groups A, B and C. Their appeal is rooted in status and brand heritage.
New entrants, particularly Chinese brands, are capturing a different buyer entirely. They're winning value-driven, family and urban households, sitting in Mosaic Groups H, I and K. Their appeal comes down to price and finance, not badge.
Why the jump to EV
For this second group, the shift to EV isn't about environmental conviction. It's simpler than that. Good product at sharp monthly prices closes the gap that used to keep them in petrol.
Two lanes, not one market
This isn't just an interesting stat. It's a strategic map. Established brands and new entrants are competing in genuinely different lanes, for genuinely different buyers, and treating the EV market as one homogenous audience will miss both of them.
