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Plunging market share for traditional giants such as Ford, Vauxhall and even top selling Volkswagen reflects an Amazon-style approach to choosing cars by British motorists, according to an analysis just released by Vehicle Data Global (VDG).*
“The decline for some of Britain’s household car brands was not driven by motorists falling out of love with those badges. Instead, it reflects broader changes in the way people buy products in general, beginning online with feature comparisons before visiting stores or dealer showrooms,” said Ben Hermer, Operations Director of VDG. Consumers now choose cars in a similar way to buying products on Amazon. And the switch to electric vehicles has added impetus to the changes by presenting cars increasingly like feature-rich consumer goods, enabling relatively unknown names to immediately compete for attention on the basis of value. Just as unknown Chinese consumer brands took off on Amazon, British motorists have catapulted names like Omoda and Jaecoo from zero to 100,000 sales in less than two years. In contrast, even 2025 market winner Volkswagen registered almost 20% fewer cars than in 2015 and names like Fiat and Citroen saw falls of 85% and 75% respectively,”said Hermer. Continue reading
