“Demand Trailing Ambition”: SMMT’s Sobering Take on Record EV Sales

Despite celebrating a record-breaking month for electric vehicle sales, the UK’s leading auto industry body has offered a sobering assessment, noting that “demand still trailing ambition.” This comment from the SMMT’s Mike Hawes puts the impressive September figures into the broader, more challenging context of the government’s ZEV mandate.
On the surface, a nearly one-third increase in battery EV sales is a cause for major celebration. It shows powerful momentum and proves that consumer appetite for EVs is strong when the price is right. The industry is rightly proud that its investment is “paying off” with this record uptake.
However, the “ambition” Hawes refers to is the ZEV mandate’s 28% market share target for the full year. The current year-to-date figure is 22.1%. While September’s performance will have helped to close this gap, it highlights that the market has been underperforming for much of the year. One record month is not enough to guarantee the annual target will be met.
This statement serves as a reminder that the industry still views the mandate’s targets as extremely challenging. It subtly reinforces the industry’s position that continued support—whether through subsidies or regulatory flexibility—is necessary to bridge the gap between where the market is today and where the government wants it to be.
So, while headlines may focus on the celebratory aspect of the record sales, the industry’s official reaction is one of cautious, qualified optimism. The SMMT is acknowledging a significant victory in a single battle, while also reminding policymakers that the wider war to meet the UK’s ambitious EV targets is far from over.