New research from Carwow reveals that 64% of UK car buyers don’t know about the Government’s Electric Car Grant. The finding helps explain why EV interest spiked briefly after the grant launched but then declined sharply.
The Electric Car Grant launched in July 2025. It provides discounts between £1,500 and £3,750 on electric vehicles priced up to £37,000.
Data shows consumer interest jumped immediately after the program started – then dropped off within months.
Carwow’s research tracked search patterns for grant-eligible EVs among UK consumers. Interest climbed from 23% to 28.8% in September following the grant’s introduction.
By December, searches for qualifying vehicles had fallen to just 17%.
The survey polled 3,959 car buyers across the UK. Nearly two-thirds weren’t aware that the ECG exists despite it being available for several months.
Currently 46 EVs qualify for the grant program. Only eight models – including the Nissan Micra 52kWh – receive the maximum £3,750 discount.
Price Remains Key Barrier
The research found that 73% of respondents would likely choose an EV if all eligible models received the full discount amount.
Price continues to be the main obstacle for potential EV buyers. Almost a quarter say new electric vehicles cost too much.
38% of those surveyed indicated that larger purchase grants would convince them to switch from petrol or diesel engines.
Additional incentives could also drive adoption rates higher.
31% of respondents said free or discounted public charging would persuade them to make the switch. The same percentage stated that exemption from congestion charges or clean air zones would influence their decision.
“The grant clearly sparked interest when it launched, but the reality is that many drivers still don’t know it’s there,” said Ian Reid, Carwow’s global content director. “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.”
Reid emphasized that consumer response to incentives can be immediate but maintaining long-term interest presents challenges.
“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.”
Government Pushes New Campaign
The UK Government recently launched its “Get that electric feeling” campaign to boost EV adoption. The initiative focuses on highlighting financial savings from electric vehicle ownership.
Infrastructure expansion forms a central part of the government’s strategy. Officials plan to install an additional 100,000 on-street public chargers for drivers who depend on the public charging network.
The Government also extended its home EV charger grant through March 2027.
Support increased from £350 to £500 toward installation costs. The expanded program now covers renters, flat owners, and households without existing charging infrastructure.
Reid noted that infrastructure investment alone won’t solve adoption challenges.
“Infrastructure investment is vital, but so is clear communication, especially in parts of the country where uptake is stalling.”
