Ford, Renault, and Citroen are all deploying the same tactic to deter customers from purchasing Chinese electric vehicles, according to an industry expert. UK and European Union car manufacturers are utilising a clever strategy to rival the rapidly expanding Chinese EV market.
Nostalgia as a Competitive Edge
A car expert suggests that legacy manufacturers such as Ford, Citroën, and Renault possess an advantage they are leveraging in the EV sector. These long-established brands benefit from a sense of nostalgia and longstanding recognition that newer EV giants have yet to achieve.
Paul Barker, editor at Auto Express, told The Express: “Established brands are increasingly using decades of history and emotional appeal to differentiate themselves from newer competitors, particularly Chinese brands that have gained ground in the EV market through aggressive pricing and tech-led positioning.”
“Buyers do want better technology but they also want personality, familiarity and emotional connection too, which is why we’re seeing legacy manufacturers fight back against newer entrants by leaning into the cars and names people already love,” Barker added.
“The successful return of models like the Renault 5 and 4 show how powerful nostalgia can be when it’s combined with modern electric-car technology and now Citroen and Ford are following suit, because they know their history is one of their biggest competitive advantages,” he continued.
Norway's EV Dominance
This development comes as new data reveals that electric cars accounted for a staggering 98 per cent of new vehicles in Norway last month, with fewer than 200 petrol and diesel vehicles registered. According to the Norwegian Road Federation (OFV), 15,560 new passenger cars were registered in May, a nine per cent increase year-on-year. Of these, 15,120 were electric, representing 97.8 per cent of total sales for the month and 98.03 per cent for 2026 so far. In contrast, only 32 petrol cars and 118 diesel cars were sold.
