William Brown, CEO of International Motors, has urged the UK government to reintroduce incentives for private buyers of electric vehicles (EVs), funded by taxes on petrol and diesel cars.
The previous Plug-In Car Grant, which provided up to £1,500 for EV or plug-in hybrid purchases, was discontinued in 2022. Brown argues that its reinstatement is necessary to increase demand, particularly among private buyers.
Under the current Zero Emissions Vehicle (ZEV) mandate, automakers must ensure a rising percentage of new car sales are zero emissions, with a target of 22% in 2024 and 28% in 2025. However, only 18.7% of new car sales this year are fully electric, predominantly sold to fleets rather than individuals.
“What I’d like [the government] to do is incentivise consumers to buy electric vehicles,” Brown said.
“The problem is we need more demand for electric vehicles, and the only way to do that is to help consumers with the buying decision.”
He pointed to Norway’s success with EV adoption, citing grants as a straightforward and effective approach.
In contrast, the Society of Motor Manufacturers and Traders (SMMT) has called for halving VAT on new EVs and reducing VAT on public charging to match home charging costs. Brown disagrees, stating, “I think a grant would be better.”
To fund such incentives, Brown proposed an environmental tax on internal combustion engine (ICE) vehicles.
“You’re sending a clear message: buying an ICE vehicle will cost more, but that money can be reinvested to support EV adoption.”
Brown also warned of the challenges faced by foreign carmakers in the UK market, particularly smaller brands. He expressed concerns over potential tariffs conflicting with the ZEV mandate, emphasizing the need for competition to lower EV costs.
“The government needs to act – whether through incentives or adjustments to the ZEV targets—to ensure a sustainable transition to EVs,” he concluded.
This series covers the developing electric vehicles market of the UK and its increasing infrastructure, as the nation advances its net-zero goals. For all things EV, don’t miss out on your free ticket to EVCharge Live UK – taking place 23-25 September 2025.
