In a moment of candid analysis amidst the celebration of record EV sales, SMMT chief Mike Hawes stated that “demand still trailing ambition.” This single phrase cuts to the heart of the paradox within the UK’s current EV market: even in its best-ever month, the sector is not yet performing at the level required by government targets.
The “demand” was the record-breaking sale of 72,800 battery EVs in September. This was a phenomenal, subsidy-fueled performance that shows the market’s potential. It was a clear demonstration of what is possible under ideal conditions.
The “ambition” is the government’s ZEV mandate, which has a headline target for 28% of all new car sales to be electric for the year. The current year-to-date figure, even after September’s surge, is only 22.1%. This 5.9% gap is what Hawes is referring to. It is the persistent space between the market’s actual performance and its regulatory obligation.
This statement is a crucial piece of context. It reframes the record sales not as a final victory, but as one strong leg in a race where the runner is still behind the required pace. It serves as a subtle justification for the very policies that created the boom, implying that without the grant, the gap between demand and ambition would be even wider.
It also hints at the ongoing tension between the industry and regulators. The “ambition” is set by the government, but the industry is tasked with delivering the “demand.” Hawes’s comment is a polite reminder to policymakers that their ambitious targets are not yet being met organically by the market, reinforcing the industry’s case for continued support and regulatory flexibility.