Amazon-Style Comparison Fuels Decline of Traditional Car Brands in UK

The UK car market has undergone significant changes in recent years, with traditional brands like Ford and Vauxhall experiencing declining sales. According to data from Vehicle Data Global (VDG), between 2015 and 2025, Ford's market share plummeted from first to third place, while Vauxhall fell from second to 13th, with registrations down by 64% and 70%, respectively.

The decline is not due to a loss of brand loyalty among motorists but rather a shift in how people buy cars. Consumers are now making purchasing decisions based on online research and comparisons, similar to buying products on Amazon. This has led to increased competition through price, specification, availability, and digital appeal.

Chinese manufacturers have been the biggest beneficiaries of this trend, with brands like Omoda and Jaecoo rapidly gaining market share. In fact, new Chinese entrants grew tenfold over just five years, while the collective market share of the top five marques in 2015 fell from 43.9% to 32.0%. The electrification of the UK market has also contributed to this trend, as electric vehicles can be easily compared based on attributes like range, charging speed, and battery capacity.

Ben Hermer, operations director at VDG, noted that car buyers are increasingly applying their online shopping habits to their car buying process. 'Car buyers are increasingly applying their online shopping habits, in buying electronics and household products from unfamiliar online brands on Amazon, to their car buying process,' he said.