Winning hearts: Building trust in new electric vehicle brands

A new wave of Chinese electric vehicles are entering the UK market. While the opportunity for sustainable mobility solutions is vast, trust is needed

A new wave of Chinese electric vehicle (EV) manufacturers is entering the UK market, drawn by its tariff-free access and growing interest in EVs. While the opportunity is vast, these brands face tough challenges: building trust, adapting to local preferences, navigating regulations, and proving long-term commitment.

Success will depend on savvy marketing, leveraging efficiencies with tech like AI and e-commerce, and building efficient operational networks. To compete with established players, these newcomers must deeply understand the UK market and deliver compelling electric vehicle solutions to win over British car buyers.

A bold vision for the UK and European EV market

The CEO of a major Chinese electric vehicle (EV) brand steps off the plane at Heathrow, his mind racing with possibilities. London’s bustling streets and iconic black cabs now share the road with many electric vehicles – a clear sign of the times. For Chinese manufacturers, both the UK and the wider European Union represent critical opportunities for expansion but also present a maze of challenges and fierce competition.

The gateway to Europe

As his car glides through London’s city center, the CEO observes the clean air zone signs and charging points on street corners. The UK’s commitment to phasing out new petrol and diesel cars by 2035 and the rapid growth of its charging infrastructure make it a natural entry point for ambitious EV brands. Yet, he knows that succeeding here is just the beginning. The real prize is building a presence across the continent.

Europe’s EV market is booming, with battery-electric vehicle sales reaching record highs and capturing a growing share of total new car registrations. In Q1 2025, BEV sales in the EU reached nearly 571,000 units, representing a 28% year-on-year increase. This indicates a continously growing demand for sustainable mobility solutions.

The EU now has over 650,000 public EV charging points, a 35% increase compared to 2024. Germany, France, and the Netherlands are leading the charge, but the UK remains one of the most dynamic and influential markets due to the economics of new EV brands entering the market.

Establishing trust through transparency

Despite strong demand, new EV brands face a trust gap. European buyers are discerning, often loyal to established names, and cautious about new entrants. Concerns about quality, data security, and after-sales support are common. The CEO knows that a one-size-fits-all approach won’t work, and the brand must tailor its strategy to resonate with local audiences.

The European market values transparent, tech-focused marketing that highlights safety, reliability, after-sales support, extended warranties and clear commitments to servicing and software updates. New EV players should craft an EV marketing strategy that seeks strategic partnerships with established dealer groups, rental companies, and fleet operators to build credibility quickly.

Brands like Zeekr and Omoda are already making headway with younger, tech-savvy buyers through digital engagement and robust warranty offers. Meanwhile, BYD’s focus on pricing stability reassures customers about long-term value.

Navigating regulations

Both the UK and EU have ambitious targets for zero-emission vehicles, and their regulatory frameworks evolve rapidly. The UK’s Zero-Emission Vehicle (ZEV) mandate requires a sharp increase in EV sales, while the EU’s CO2 standards and emissions penalties push manufacturers to accelerate electrification. This combination of market demand and regulatory requirement provide an oppoirtunity for new electric vehicle solutions.

Success hinges on agility. Cloud-based planning tools and real-time analytics help brands stay ahead of regulatory changes, forecast the impact of new policies, and adjust strategies accordingly. Compliance is not just a box-ticking exercise – it’s a competitive advantage in markets where rules can change overnight. Data strategies should also be adjusted to confirm to EU legislation.

Craft operational resilience

Establishing a presence in the UK and Europe means more than shipping cars. Chinese brands are rethinking traditional dealership models, opting for shop-in-shop concepts, flexible agreements, and digital-first sales platforms to build networks quickly and efficiently. However, this requires a well-integrated operating model across people, processes, and systems.

Investment in local service centers, technician training, and robust parts supply chains is vital to meet the high expectations of European customers. Going further, there is an opportunity to partner with charging providers and offer bundled charging solutions, making EV ownership simpler and more attractive, particularly as public charging infrastructure expands across both the UK and EU.

The shift to local manufacturing

Recent changes in trade policy across Europe have made local manufacturing increasingly attractive. Establishing production facilities within the EU or UK helps brands sidestep potential trade barriers and demonstrates a long-term commitment to regional markets. BYD’s plans for plants in Hungary and Chery’s moves in Spain and the UK set the pace for others to follow.

Local production also allows brands to respond more quickly to changing consumer preferences and regulatory requirements, further strengthening their position in the market.

Understanding the European consumer

Winning in Europe requires more than competitive pricing and advanced technology. Consumers expect reliability, strong after-sales support, and a seamless digital experience. User-friendly apps, responsive customer service, and tailored communications are essential.

Brands must adapt their approach to reflect local tastes and values, using data analytics and AI to refine products and marketing. Marketing platforms should be scalable, data-driven, and manageable at low cost, but able to scale with complexity.

Invest in long-term commitment

Skepticism isn’t limited to consumers. Dealers and potential employees also need reassurance that new entrants are here to stay. Building strong partnerships, investing in local talent, and fostering a credible company culture are critical to long-term success.

The CEO knows a clear plan for after-sales service, maintenance, and customer support will be essential for building trust and loyalty. Recruiting and retaining local talent, offering development opportunities, and creating attractive working conditions will help overcome early hurdles. While EVs require much less service attention, every ownership touchpoint remains an opportunity to keep or lose the customer at the repurchase phase.

Comprehensive expertise for the road ahead

Capgemini combines technology, data, and design expertise to create sustainable mobility solutions. Whether you’re an established player or an emerging EV disruptor, we can help you navigate the fast-evolving UK and European EV markets. Let’s talk about your journey into electrification.

Envisioning the future

As the CEO arrives at a London hotel, he reflects on the challenge ahead. The company can discover a lasting place in the UK and EU markets with digital strategies, operational excellence, and adaptability.

The market is ready for sustainable mobility solutions on roads from Manchester to Munich, London to Prague, but without a long term investment in brand, customer relationships and operational excellence, success is not guaranteed – are companies ready to make this vision a reality?