Bigger wheels on the horizon in Britain?

When it comes to their next car, Brits seem to be casting their gaze toward bigger types of vehicles. While hatchbacks continue to be the most commonly owned type of car in the UK, the tide of consumer intention appears to be shifting — away from compact convenience and toward larger, potentially more versatile vehicles.

YouGov data from May 2025 reveals that nearly half (49%) of UK car owners currently drive a hatchback. But when asked about the type of car they would prefer to own next, that figure drops significantly to just 36%.

In contrast, SUVs and crossovers are gaining traction. Around a quarter of Brits (25%) who own a car currently drive one as their primary vehicle, but more than a third (36%) of those who wish to buy a car say they’d like to own one in future — a relative increase of over 40%. These vehicles, often viewed as the modern family car, offer a blend of practicality, status and driving comfort that seems to be hitting the mark with today’s consumers.

Saloons are also enjoying a rise in interest. While only 12% of Brits currently own one, 17% say they’d like to — another strong uptick in consumer desire.

It’s worth noting that while these trends in purchase intent are revealing, intention doesn’t always translate into real-world behaviour. Budget constraints, evolving needs, environmental considerations, and availability can all shift the goalposts between aspiration and action. Still, tracking directional shifts in preference offers brands valuable insight into what drivers are thinking — even if they aren’t quite there yet.

Younger Brits eyeing saloons, older Brits sticking with hatchbacks

Digging into the age-specific preferences for future car purchases adds more colour to the story.

• Among 18-34-year-olds, 35% want an SUV or crossover, while a surprisingly strong 22% say they’d like to own a saloon — the highest share among all age groups. Hatchbacks lag a bit behind, with 34% expressing intent to go that route.
  
• The 35-54 bracket leans even more heavily toward bulk, with 39% favouring SUVs — the highest across all ages — and just 17% wanting a saloon. Hatchbacks remain in the mix for 39% of this group.
  
• Among Brits aged 55+, hatchbacks still hold strong appeal (36%), closely followed by SUVs (33%). Only 12% of this group want a saloon, suggesting a generational split in how these vehicles are perceived.

What this means for the industry

For automakers and dealerships, these splits are vital. Younger consumers’ rising interest in saloons may signal an opportunity to rebrand and revitalise this category, perhaps through electrification or sportier aesthetics. Meanwhile, the broad-based desire for SUVs demands continued investment in that segment — with flexible options that cater to both younger urbanites and older suburban dwellers.

And while hatchbacks may be on a slight downward trend, they remain the top choice (especially among older drivers) making them a crucial offering for a demographically diverse audience.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative of the population and weighted by age, gender, education, region, and race. Learn more about Profiles.

Image: Mike Bird on Pexels