2024 UK Market Share Statistics
| Rank | Brand | Units Sold | Market Share | Year-on-Year Change |
|---|---|---|---|---|
| 1 | Volkswagen | 166,304 | 8.5% | +2.6% |
| 2 | BMW | 125,265 | 6.4% | +12.1% |
| 3 | Audi | 122,431 | 6.3% | -10.9% |
| 4 | Kia | 112,252 | 5.7% | +4.2% |
| 5 | Ford | 109,955 | 5.6% | -23.7% |
| 6 | Mercedes-Benz | 102,757 | 5.3% | +17.1% |
Based on 2024 SMMT data (Total market: 1,952,778 units)
The United Kingdom's automotive landscape continues to evolve, with established European marques maintaining their dominance while facing increasing competition from emerging players. The 2024 market saw modest growth of 2.6% compared to the previous year, reaching nearly two million new vehicle registrations. This growth was largely driven by electric and hybrid vehicle adoption, reflecting the industry's transition toward zero-emission mobility.
1. Volkswagen: The Reigning Champion
Volkswagen retained its position as the best-selling car brand in the UK for the fourth consecutive year, demonstrating remarkable consistency in a competitive market. With 166,304 units sold and an 8.5% market share, the German manufacturer has solidified its reputation among British consumers for reliability, quality, and value. The brand's extensive model range appeals to diverse customer segments, from the economical Polo to the family-friendly Golf and Tiguan SUV. Volkswagen's commitment to electrification, particularly through its ID range of electric vehicles, positions it well for future market demands as the UK pushes toward its zero-emission targets.
2. BMW: Premium Performance on the Rise
BMW demonstrated impressive momentum in 2024, climbing to second place with strong year-on-year growth. BMW sales increased 12.1% to 125,265 units, capturing 6.4% market share. This growth reflects the brand's success in balancing its traditional strength in premium saloons and sports cars with an expanding portfolio of SUVs and electric vehicles. The Bavarian manufacturer's emphasis on driving dynamics, luxury interiors, and cutting-edge technology resonates strongly with UK buyers who prioritize quality and performance. BMW's aggressive expansion into the electric vehicle segment has also helped attract environmentally conscious consumers seeking premium zero-emission options.
3. Audi: Maintaining Premium Presence
Despite facing headwinds in 2024, Audi remains firmly entrenched in the UK's top three. Audi sales decreased 10.9% to 122,431 units, holding 6.3% market share. This decline can be attributed to various factors including model transitions, supply chain challenges, and increased competition in the premium segment. Nevertheless, Audi's reputation for sophisticated design, advanced technology, and quattro all-wheel-drive capability continues to attract loyal customers. The brand's expanding electric vehicle lineup, including the e-tron family, demonstrates its commitment to adapting to changing consumer preferences and regulatory requirements.
4. Kia: The Value Champion
Kia's remarkable ascent in the UK market represents one of the automotive industry's great success stories. Kia sales were up 4.2% to 112,252 units, commanding 5.7% market share. The South Korean manufacturer has transformed its image from budget option to mainstream contender through strategic product development and industry-leading warranty coverage. Models like the Sportage SUV have become genuine bestsellers, offering compelling combinations of style, equipment, and value. Kia's seven-year warranty provides peace of mind that few competitors can match, while its diverse range includes strong hybrid and electric offerings that appeal to eco-conscious buyers.
5. Ford: A Historic Name Under Pressure
Ford slipped from second to only fifth position, with sales down nearly a quarter, marking a significant setback for the American manufacturer that dominated British roads for decades. Despite this challenging year, Ford's individual models continue performing well, with the Puma crossover ranking as the UK's best-selling car in 2024. The brand's struggles reflect broader strategic challenges including its transition away from traditional saloons toward SUVs and commercial vehicles. Ford's future in the UK depends largely on successfully electrifying its popular model range while maintaining the practicality and value that British customers expect.
6. Mercedes-Benz: Premium Recovery
Mercedes-Benz rounds out the top six with an impressive recovery. Mercedes rose three spots with sales up 17.1% to 102,757 units, making it the most improved major brand in 2024. The three-pointed star continues to epitomize luxury, engineering excellence, and prestige in the UK market. Mercedes' diverse portfolio spans everything from compact A-Class hatchbacks to the luxurious S-Class and high-performance AMG variants. The brand's electric EQ range is gaining traction among wealthy, environmentally conscious buyers who refuse to compromise on luxury. This strong performance demonstrates that despite economic headwinds, there remains robust demand for premium German vehicles.
Market Dynamics and Future Outlook
The UK automotive market faces a transformative period as it transitions toward electrification. Government mandates requiring manufacturers to ensure specific percentages of their sales are zero-emission vehicles are reshaping brand strategies and product offerings. While traditional strengths in engineering, reliability, and value proposition remain important, success increasingly depends on electric vehicle credibility and charging infrastructure development.
These six brands collectively account for over 40% of the UK's new car market, demonstrating the continued preference for established manufacturers with strong dealer networks and proven track records. However, emerging competitors, particularly Chinese electric vehicle manufacturers, are beginning to challenge this established order, promising to make the coming years particularly dynamic for British car buyers.
