9:21 am, June 25, 2026
The rise of new car brands in the UK appears to be changing attitudes in the used car market, with dealers reporting a sharp decline in brand loyalty among buyers.
Almost three quarters (74%) of dealers believe used car buyers are now less loyal to traditional brands than they were in the past, according to the latest Startline Used Car Tracker.
More than half (52%) said buyers are placing greater importance on price and value, while 32% believe cars from new market entrants often represent a better proposition than established rivals.
The findings suggest motorists are becoming increasingly willing to look beyond familiar badges if they believe a vehicle offers better value for money.
More than a quarter (28%) of dealers said some established manufacturers have simply become too expensive, while 12% pointed to a wider decline in brand loyalty across all consumer sectors. A further 7% said younger buyers are generally more open to trying newer brands.
However, not all dealers believe established names have lost their appeal. Around 17% said most used car buyers still prefer brands they know, while the same proportion argued traditional manufacturers continue to enjoy greater credibility. Just 8% said some newer brands are being held back by a lack of dealer network support.
Paul Burgess, CEO at Startline Motor Finance, said: ‘There has been a huge amount of disruption in the new car market during the last couple of years with the arrival of new entrants, mostly from China, achieving a substantial market share very quickly.
‘We wanted to take a look at whether this openness to new brands was also true in the used sector and dealers agree that there has been an erosion in the importance of buying a used car from an established brand.
‘It appears that if consumers perceive that factors such as price and value are present, they are more than happy to buy from brands that have very short track records in the UK. This indicates the future prospects for new entrants are considerable.’
The Startline Used Car Tracker research was compiled by APD Global Research and questioned 317 consumers and 70 dealers.
