The UK’s wealthiest areas continue to lead the charge towards electric vehicles, new data shows.

According to analysis from online car-changing marketplace, Carwow, drivers in the areas of London, Berkshire and the East of England are significantly more likely to explore hybrid and electric options than those in other regions of the UK.

Carwow analysis found that Harrow tops the charts as England’s hotspot for electric vehicle interest, followed closely by Wokingham. Both areas record disposable income 1.3 times the national average.

While Land Rovers make up just 3.6% of the UK’s hybrid and electric vehicle (HEV) configurations, they are particularly popular in certain London boroughs. In Kensington and Chelsea, for example, 13.2% of Carwow users who specify a hybrid fuel type and brand are looking for a Land Rover—well above the national average. This trend is also evident in Westminster and Camden, highlighting a strong preference for premium hybrid SUVs in these areas.

Meanwhile, MG’s affordable electric models attract higher interest in regions such as Hastings, Ashfield, and Ceredigion, and Nissan EVs are a top choice in South Tyneside and Sunderland. These distinct preferences across the UK suggest that factors like lifestyle, regional infrastructure, and brand perception all play a role in shaping the evolving EV market.

Expanding EV access across the UK

Purchase costs remain one of the biggest barriers to entry for people exploring whether to move into an EV—cited by nearly six in ten (57%) drivers in a recent Carwow survey. The Carwow ZEV mandate consultation response highlights that while a third of marketplace users would consider an EV, confidence in adoption remains low, largely due to financial and infrastructure barriers.

Despite this, the interest in EVs is growing across the UK, particularly as manufacturers lower prices and expand the range of available models. The latest figures from the SMMT show that new EV registrations in January, driven by the fleet market, had a 21.3% market share, a 41% increase year-on-year.

For many, the rising demand for used EVs could help address affordability concerns. A recent Carwow survey found that nearly half (48%) of new car buyers on the site are considering an EV, compared to just 25% who would opt for a used model. However, this trend is shifting, with NFDA reporting a 57.4% surge in used EV sales in 2024, reaching a record 188,382 units and increasing their market share from 1.7% in 2023 to 2.5%. As the second-hand EV market matures and more affordable options become available, it could provide a crucial entry point for cost-conscious buyers.

Economic and policy factors driving the EV shift

Infrastructure remains a key challenge. Government data in 2024 reveals that the South East averages 82 charge-points per 100,000 people, compared to just 56 per 100,000 in Yorkshire and The Humber. Carwow’s ZEV mandate response notes that inadequate charging infrastructure is one of the top concerns among potential EV buyers, alongside purchase cost and range anxiety.

Carwow also supports calls to lower VAT on public charging, currently at 20% compared to just 5% for home charging. This discrepancy disproportionately affects drivers without off-street parking, particularly in urban and lower-income areas.

Expanding financial support for home charger installation would also help bridge accessibility gaps. Carwow’s research shows that for those drivers who can, home charging on a standard tariff can cost just £416.50 annually, compared to £1,105 for petrol; an impressive £119 saving for those using smart home charging solutions on an intelligent tariff. And that’s before you factor in cheaper road tax, free access to emissions-restricted urban areas and lower maintenance costs.