Volkswagen demand grows despite gap in supply

Volkswagen currently ranks as the most-configured brand on Carwow in 2025, commanding an 8.9% share of all vehicle configurations — ahead of BMW and Audi. It's also the top OEM for enquiries, receiving 9.1% of all buyer interest generated on the platform year-to-date*.

In April alone, enquiries for Volkswagen models jumped 10% year-on-year, reflecting similar trends in national registration data. According to the SMMT, Volkswagen’s UK market share grew from 8.03% in 2024 to 9.08% in 2025. Even within the fast-growing BEV market, Volkswagen’s ID range ranked fifth for both configurations and enquiries in April — a sign that consumer appetite extends across fuel types.

Supply gaps = missed sales for Volkswagen retailers

While interest is increasing, supply isn’t keeping pace. Carwow data reveals that two-thirds of UK locations show a shortfall in new Volkswagen listings, meaning buyer demand is not being met locally. The top five regions with the biggest mismatch between Volkswagen demand and supply are:

1. Leeds

2. Nottingham

3. Derby

4. Leicester

5. Newcastle upon Tyne

These five areas alone account for 8% of all Volkswagen configurations and enquiries, and 10% of all Volkswagen sales via Carwow. In other words, they're high-intent hotspots with less competition — and major growth potential for dealers who act fast.

New entrants are turning up the heat

This supply gap is made more pressing by the rapid rise of challenger brands, especially Chinese OEMs.

• Jaecoo recently entered the UK market, and the Jaecoo 7 is now the most-configured model on Carwow in Q2 to date.
• BYD has seen its brand interest skyrocket on our platform, with brand awareness amongst Carwow users now reaching 58% up from 44% last summer.
• Omoda, Jaecoo and BYD now capture a combined 9% of all configurations on Carwow.

If established OEM's and their retailer network don’t address these supply issues, new entrants will have an easier path to chip away at their market share — not just nationally, but within the sales funnels and forecourts of retailers across the UK.

Strong profit potential for stock repatriation

It’s not just about new cars. Volkswagen is also well-represented among the top-performing used models in Carwow’s daily online auctions. In Q1, three Volkswagen models made our ‘most profitable’ list for dealers sourcing direct from private sellers:

• 2020 Golf GTI – £3,386 profit potential
• 2021 Golf R – £3,196
• 2020 Tiguan – £2,702

This underscores the end-to-end value of the Volkswagen brand — from new car demand to used car profitability.

Opportunity awaits - but only for those who show up

Volkswagen holds a strong position, but with new entrants increasingly securing favour with UK car buyers and new retail partners, we’re seeing a gradual shift in brand popularity.

Volkswagen still enjoys strong consumer loyalty, but that alone won’t protect market share. The retailers who win in 2025 will be those who:

✅ Make their stock visible where buyers are browsing
✅ Act quickly to plug local supply gaps
✅ Proactively protect their turf from rising challengers

Don’t leave your slice of demand on the table — make sure your brand and stock is visible to the millions of people visiting Carwow and our portfolio of brands every month.

*Stats based on activity between 1 Jan–15 May 2025.
*Profit potential calculated as the difference between sale price and cap Retail value (excluding fees and prep costs).