Ford Puma Gen-E takes top spot on Carwow as £3,750 EV grant fuels demand

Government incentives are reshaping buyer behaviour, creating new opportunities for brands and retailers.

The Ford Puma Gen-E has surged to the top of Carwow’s most-configured and most-enquired new car charts - thanks to being one of only two models currently eligible for the full £3,750 Electric Car Grant (ECG).

Since the announcement, demand for the all-electric compact SUV has skyrocketed:

• +1,700% configurations in the first 30 days post-announcement
• +540% enquiries to dealers compared with its first month live

At an RRP of £27,045 (before any incentives), the Puma Gen-E has quickly become one of the most affordable EVs in its segment - proof of how much incentives can sway buyer interest.

The key stats for retailers

Carwow data shows that BEV interest is growing fastest at the sub-£37,000 price point, which qualifies for the Government grant, but also driving growth in non-eligible EVs too:

• +53% enquiries for BEVs under £37k in the last four weeks
• +11% enquiries for BEVs above £37k

This means value-focused EVs are pulling more customers into the market but interest is climbing across the board. For retailers, this is a chance to:

• Win incremental EV sales by advertising eligible stock on Carwow – where intent is highest
• Capitalise on fresh brand movement – with Ford reclaiming the top spot and newcomers like JAECOO 7 joining the top three alongside Hyundai Tucson
• Ride the wave of change – with EVs hitting 34% of all configurations on Carwow in September, matching petrol models for the very first time
  
  

Insight from Carwow leadership

Philipp Sayler von Amende, Global Chief Commercial Officer at Carwow, explains:

“Since the ECG launch, BEVs are climbing Carwow’s demand charts at a rate we’ve not seen in years. For dealer partners, this is the moment to double down on visibility. The dealers who ‘show up’ on our platform are the ones who will convert more buyers to BEVs.”

The bigger picture

The Ford Puma Gen-E is the headline, but the trend is bigger than one model. Government support, OEM-led incentives, new entrants and rapid innovation are fuelling a reshuffle of customer choice. Longstanding favourites are falling out of the top five, while new brands are gaining traction quarter by quarter.

For dealers, that means change is happening faster – and showing up in the right place has never mattered more.

💡 Retailer takeaway:
The ECG is dramatically shifting demand. Leverage the opportunity, maximise your Carwow exposure, and you won’t miss the buyers making their next car-change.

Never miss a car-change.