Nearly two-thirds of UK car buyers unaware of UK Electric Car Grant
New research has found that 64% of UK car buyers aren’t aware of the UK Government’s Electric Car Grant (ECG).
Introduced in July 2025, the ECG offers a discount of between £1,500 and £3,750 on electric vehicles priced up to £37,000.
Data shows that shortly after, interest in EV spiked before falling away in the following months.
Figures from Carwow, which commissioned the poll, showed that in September last year, consumer interest in grant-eligible EVs jumped to 28.8% from 23%.
However, searches for cars qualifying for the ECG dropped to 17% by December. The drop-off is attributed to a lack of knowledge about the grant, with 64% of 3,959 surveyed buyers being unaware that the ECG is available.
At present, 46 EVs on sale qualify for the ECG, but just eight – including the Nissan Micra 52kWh – receive the maximum amount. The survey found that 73% of those asked said they would likely choose an EV if all eligible models were to benefit from the full £3,750 discount.
The survey also found that the price of brand-new EVs remains a sticking point among buyers. Almost a quarter of motorists say they are too expensive, with 38% of those asked saying larger purchase grants would prompt them to switch from petrol or diesel to electric.
Further insights showed that 31% of respondents said free or discounted public charging would persuade them to change. An additional 31% stated that exemption from congestion charges or clean air zones would also be deciding factors.
Ian Reid, the global content director of Carwow, commented: “The grant clearly sparked interest when it launched, but the reality is that many drivers still don’t know it’s there. If three in five car buyers are unaware of the support available, it’s no surprise that momentum in interest in the grant has been difficult to maintain.
“Our data shows that drivers respond quickly when incentives are introduced, but keeping that interest going is the bigger challenge. For the UK to stay on course for its EV targets, support needs to be simple, visible and easy for people to understand. Infrastructure investment is vital, but so is clear communication, especially in parts of the country where uptake is stalling.”
To fuel interest in electric vehicles, the UK Government recently launched its pro-EV ‘Get that electric feeling‘ campaign centred on financial savings.
A notable thread of the strategy is promoting the installation of an additional 100,000 on-street public chargers for motorists who rely on the public charging network. The Government also extended its home EV charger grant until March 2027, increasing support from £350 to £500 towards installation. The scheme now applies to renters, flat owners, and households without charging.
