LCP Delta has revealed findings from its annual EV Driver Survey, showing strong brand loyalty among drivers and new behaviours when it comes to smart charging.

Brand loyalty is strong but new competition is emerging

The study, carried out among 3,900 individuals across the UK and key European markets, shows brand loyalty is strong, with 84% of drivers saying they would choose the same manufacturer again. Brand loyalty is particularly pronounced among drivers in the UK (93%), followed by Spain (87%) and Germany (86%).

Tesla has a slight edge on brand retention, with 50% of its drivers saying they are ‘very likely’ to repurchase, compared with 46% across all EV brands. This comes despite public debate and controversies around the company, which appear to have had little impact on loyalty among existing customers.

But new competition is emerging, with 59% of drivers saying they would consider a Chinese EV brand next time (24% ‘very likely’, 35% ‘quite likely’), rising to around three-quarters of drivers in the UK, Spain and Poland. This is driven by competitive pricing in the UK, where there are no EU-style tariffs, and strong demand for affordable options in Poland and Spain. However, interest is lower in markets such as Sweden and Norway, where less than half of drivers express interest and many remain undecided.

The study also reveals that charging at home remains central, but access is starting to fall as EVs move beyond early adopters. In 2023, 75% of European EV drivers had access to private parking, falling to 61% this year.

Researchers at LCP Delta said they expect a further decline as more people without private parking make the switch to electric. The experts believe this shift reflects growing confidence in public and shared charging and highlights the need for communal and on-street charging to be smart, reliable and easy to use.

The study also showed that smart charging preferences are evolving as EV ownership grows beyond early adoption. Interest in smart charging is high, but many drivers are not yet using smart features consistently, showing the need to build trust and make automation simple.

New behaviours include:

• Only 48% are willing to keep their EV plugged in for extended periods when it does not need charging, and 66% say they override their scheduled charging at least sometimes. These habits limit the potential for smart charging and vehicle-to-grid services.
• Meanwhile, 56% say they are open to automated third-party charging control, showing that trust remains a barrier.

John Murray, head of EVs at LCP Delta, said: “The latest findings from our seventh annual EV Driver Survey reveal growing evidence that we are entering the mass market of EV adoption across Europe. The good news for auto manufacturers is that existing EV drivers are proving to be loyal customers, with more than four-in-five saying they are likely to purchase the same brand of car next time. The challenge will be to appeal to the next wave of EV adopters who will not have the same level of brand loyalty.”

Cara Sloan, associate consultant at LCP Delta and lead author, added: “For EV adoption to scale, the experience has to be effortless, from the simple installation of a home charge point to managing charging through intuitive apps. By keeping the customer at the centre and making smart charging easy, EV drivers can become active energy partners, not just vehicle users, helping to balance the grid while reducing their own costs.”

LCP Delta’s EV Driver Survey 2025 is online here.