September was a landmark month for electric vehicles, with a record 99,201 battery electric cars registered in the UK, writes Fraser Brown, managing director of MotorVise.
The final SMMT figures represent growth of more than 36% compared with September last year and gave BEVs 28.3% of the new car market.
Those are significant numbers, but there’s a danger in seeing the record figure in isolation and concluding the EV market has suddenly cracked it.
What September demonstrates is that motorists will buy electric cars – but price, choice and the quality of the sales process remain critical.
Private registrations performed particularly strongly, which is encouraging given the EV transition’s reliance on fleet and company car registrations.
However, selling an EV remains different from selling a petrol or diesel car. Customers naturally have questions about range, charging, running costs and whether an EV will suit their lifestyle.
These aren’t necessarily objections. They are questions that need clear, credible answers.
That gives dealerships an important role. A salesperson who understands EV ownership and can relate it to an individual customer’s circumstances can provide the confidence needed to make the switch.
Looking beyond the sticker price to overall cost of ownership can also change the conversation, allowing motorists to compare charging, fuel, servicing and other running costs.
However, another figure shouldn’t be overlooked. Despite September’s record, BEVs account for 26.2% of registrations so far this year – below the headline 33% Zero Emission Vehicle mandate target for manufacturers in 2026.
Manufacturers therefore continue to compete hard through discounts, finance and other incentives.
That can mean attractive deals for motorists, but the EV transition ultimately has to reach the point where consumers choose electric because the price and proposition stack up without manufacturers continually having to stimulate demand.
September shows the potential is there. When motorists are offered greater choice, competitive pricing and the information they need, they respond.
The challenge now is turning a record plate-change month into sustained demand. The transition will ultimately succeed when motorists choose electric because it represents the best option for them.