Our next feature reveals prospective owner findings.

These initial findings are based on submissions from 12th December 2023 to 23rd January 2024.

The survey was communicated to Electric Road’s database and social media audiences. The total submission base, at the time of compiling, was 1,685 achieving a 63% completion rate. We will continue to promote this survey and will publish findings on an ongoing basis.

All of our brand surveys are open to all drivers (of all ages of car & fuel types) be they a current owner, a previous owner, a prospective one or they simply have a view on that particular brand. We wanted to understand where drivers are in relation to certain car brands from what they have driven, are currently driving, what they’re considering and ultimately, what the brand means to them. This feature focuses on prospective BMW owners.

User Profile

Prospective owners make up the smallest respondent group from the survey (131).

Prospective Owner – Type of BMW considering

It’s no surprise that SUVs are the most popular type of BMW being considered when you take into account both BMW’s current range (across all fuel types) and it’s one of the most popular car segments in the UK.

Prospective Owner – Fuel type considering

Given our audience profile these results are no surprise either. Clearly, the BMW i range is proving to be popular.

Prospective Owner – Current fuel type

Comparing the slide above with the slide below, electric is the winner here!

Prospective Owner – Current brand driven

Not sure what we expected in the top 5 brands prospective BMW owners are currently driving but clearly for 3/5 brands below there does feel an aspirational element in getting a BMW still, regardless of the fuel type currently being driven.

See what current BMW owners are saying HERE