Buyer Mix: Who is buying what?

About

Vehicle purchases fall into three buyer categories: Companies (fleets, small businesses, and rental operators), Individuals, and Government (local and national). Due to its size, Rental is segmented into its own category.

What's the month-by-month story?

Analysis

Company registrations dominate consistently at 50–56% monthly share, while Rental operators follow a seasonal pattern - peaking at 32.5% share in October.

Individual buyers have quietly grown their share through mid-2026, reaching 45% in June 2026.

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New Registrations by Buyer Type

Market Share

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Top vehicles by buyer type

Who's Buying What Powertrain?

Analysis

Among individual buyers, plug-ins (EV and PHEV) had increased to around 40% of the market. This is not as pronounced among company purchases.