Regional location within Britain plays a significant role in determining car ownership preferences, with newly released data highlighting pronounced regional disparities in brand loyalty and marked generational shifts in purchasing behaviour.
An analysis conducted by CarMoney, based on more than 350,000 car finance enquiries, reveals that while well-established brands maintain a strong national presence, regional tastes diverge sharply, particularly regarding premium marques.
Northern Ireland emerges as a stronghold for Audi, with the brand accounting for 12 per cent of finance enquiries in the region, well above the UK average of 9 per cent. Volkswagen Group brands also enjoy heightened popularity in Northern Ireland: Volkswagen, SEAT, and Škoda all attract above-average interest, with Volkswagen alone accounting for 10 per cent of enquiries, compared to just 7 per cent nationwide.
In contrast, London exhibits a distinct preference for Mercedes. Nearly one in five enquiries in the capital—19 per cent—are for Mercedes models, significantly surpassing the UK average of 12 per cent. Conversely, Audi’s share in Greater London is just 7 per cent, suggesting a more selective approach to premium brands among London buyers.
Wales displays enduring loyalty to mainstream manufacturers. Ford remains a dominant choice, garnering 20 per cent of Welsh enquiries versus a UK average of 15 per cent. This trend underscores Ford’s continued reputation as a reliable and pragmatic option, particularly outside metropolitan areas.
Scotland, meanwhile, diverges from the rest of the UK. Interest in German premium brands is noticeably lower, with Audi, BMW, and Mercedes collectively accounting for 24 per cent of enquiries, compared to the UK average of 32 per cent. Scottish motorists show a more even distribution of interest across a range of brands, with no single manufacturer commanding a clear lead.
Generational factors also exert a considerable influence on car-buying patterns. While Ford remains the most popular brand overall, representing 13 per cent of all enquiries nationwide, younger drivers show greater interest in premium makes. Among motorists aged 18 to 24, German marques such as BMW, Audi, and Volkswagen attract a greater share of attention than Ford, underscoring the continued allure of prestige branding for younger buyers.
For those aged 25 to 34, Ford reclaims its position as the most sought-after brand, accounting for roughly 4 per cent of all enquiries. However, German manufacturers collectively maintain a strong presence within this age group.
As buyers move into their late thirties and early forties, preferences shift towards brands associated with family vehicles and long-term reliability, including Nissan, Toyota, Citroën, Kia, Hyundai, and Renault.
The release of this data coincides with signs of renewed strength in car-buying demand following a subdued period. Alastair Grier, CEO of CarMoney, commented: “The data reveals some fascinating trends and shows the UK’s love affair with the car is far from over. As a fast-growing automotive finance provider, we can see that demand strengthened after the Budget, and the outlook is positive for the year ahead, despite ongoing economic headwinds.”
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