BMS – UK Car Buyers Reveal Top Automotive Brands

Premium European car brands remain the most aspirational for UK buyers, while EV-focused manufacturers and emerging Chinese OEMs are rapidly gaining attention, according to new data from The British Motor Show audience.

The British Motor Show is set to be the UK’s biggest test drive weekend and an analysis of test-drive responses from more than 220 of our 2026 ticket buyers reveal which automotive brands are capturing the most interest among UK consumers.

Premium brands still lead aspiration

Luxury manufacturers continue to dominate buyer interest. BMW topped the list, mentioned by 52% of respondents, followed by Audi (48%) and Mercedes-Benz (41%).

The results highlight how brand prestige, heritage and perceived quality remain key drivers in UK car buying consideration.

EV brands are driving curiosity

Electrification is also shaping brand perception. EV-focused manufacturers including Polestar (26%), Tesla (25%) and BYD (23%) generated strong interest among visitors exploring new electric vehicles.

Chinese manufacturers gaining visibility

The research also shows growing awareness of Chinese brands entering the UK market, including Jaecoo, Omoda, XPeng and Leapmotor.

Aspiration vs real-world market share

While premium brands attract attention at consumer events, the wider UK market is still dominated by high-volume manufacturers such as Ford, Volkswagen, Kia and Nissan.

Together, the findings highlight how premium brand aspiration, EV innovation and new global entrants are shaping the future of the UK automotive market.

Limited spaces remain for OEM manufacturers and dealers to participate in this year’s British Motor Show with our new Showroom and Test Drive offering.

‍Find out more about how to participate by clicking here