What sets SUV and hatchback buyers apart in the UK car market?

YouGov CategoryView data shows that interest in hatchbacks and SUVs remains high among British consumers. About 36% say they plan to buy a new or used hatchback in the next 12 months, and 34% say the same about SUVs. This article dives into demographics of these consumers, engine preferences, and purchase priorities. 

The age profiles of both groups are largely concentrated among adults aged 25-54, but gender shows one of the strongest contrasts. Among those planning to buy an SUV, 63% are men compared while 37% are women. Hatchback buyers, by contrast, are more evenly split, with 54% men and 46% women.

Consumers planning to buy a hatchback are more likely to fall into the middle-income bracket (42%), while SUV intenders have a noticeably higher share of higher-income consumers (41%). Lower-income adults are less represented in both groups, but especially among SUV shoppers.

Engine preferences highlight another difference in mindset. Hatchback intenders show a strong lean toward petrol models, with 66% saying they would consider a petrol engine for their next purchase, compared with 53% of SUV intenders. Those looking to buy an SUV are more open to alternative powertrains, particularly electric (30% vs. 24% among hatchback intenders) and full hybrids (33% vs. 29%). Diesel consideration also sits higher among SUV buyers (28% vs. 23%), consistent with traditional usage patterns in this category.

Priorities during the purchase journey diverge as well. Price remains the top consideration for both groups, but hatchback buyers place stronger emphasis on running costs. For example, 73% of hatchback intenders prioritise mileage compared with 63% of SUV intenders, and 48% say insurance costs matter compared with 40% of those looking to buy an SUV. Fuel efficiency is similarly important across both groups, though marginally higher among hatchback shoppers (57% vs. 55%).

SUV intenders, meanwhile, place more value on space, performance and comfort. Some 63% of SUV buyers say the size and space of the vehicle is important (compared with 55% of hatchback intenders). Performance matters to 53% of SUV buyers (vs. 45%), interior comfort to 50% (vs. 39%), and built-in features to 47% (vs. 36%). Warranty also plays a larger role for SUV buyers (43% vs. 35%).

What emerges is a picture of two consumer groups with some demographic overlap but distinct motivations. Hatchback shoppers tend to focus more on value, cost of ownership and practicality, reflecting their concentration in middle-income households. SUV intenders, who skew more male and higher-income, place greater weight on comfort, space and capability, and show broader interest in hybrid and electric powertrains. For automotive brands and retailers, these distinctions speak to different decision-making mindsets, different budget positions and different expectations for what a new vehicle should deliver. 

Methodology: YouGov CategoryView delivers sector-level intelligence by combining brand tracking with in-depth consumer insights. Data is collected daily from YouGov’s proprietary online panel and delivered via monthly dashboards, tailored to the unique needs of each industry. CategoryView is available across multiple verticals including Automotive, Financial Services, Quick Service Restaurants, and Beer & Hard Seltzers. It provides a representative view of market dynamics, brand performance, and consumer behaviors. Insights are weighted to nationally representative demographics within each market. 

Cover picture: Getty Images