VW tops Carwow configuration rankings but faces supply shortfalls
Volkswagen remains the most-configured brand on the Carwow platform year-to-date*, accounting for 8.9% of all vehicle configurations, according to the company's latest data. BMW and Audi followed with 7.3% and 7.1% shares respectively.
The German manufacturer also leads in consumer enquiries, receiving 9.1% of total leads delivered to Carwow's retail partners in 2025 so far. Volkswagen enquiries rose 10% year-on-year in April, reflecting strong market interest that is consistent with broader registration trends. Data from the Society of Motor Manufacturers and Traders (SMMT) shows Volkswagen's share of UK new car registrations increased from 8.03% in 2024 to 9.08% in 2025.
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However, Carwow has identified a gap between supply and demand for Volkswagen vehicles. Around two-thirds of UK locations have a shortfall in stock from Volkswagen retailers. The largest imbalances are in Leeds, Nottingham, Derby, Leicester and Newcastle upon Tyne. Collectively, these regions generate 8% of all Volkswagen configurations and enquiries via Carwow and account for 10% of Volkswagen sales on the platform, suggesting 'high purchase intent and less retailer competition', the company said.
The Tiguan remains Volkswagen's most-configured model on Carwow, with a 1.5% share across all marques. It is followed by the Golf and Polo, each accounting for 0.9% of configurations.
Battery electric vehicle (BEV) interest also continues to grow across Carwow, with configurations up 39% and enquiries up 79% year-on-year. Volkswagen's ID range ranked fifth for both BEV configurations and enquiries in April.
Volkswagen is also proving popular in the used car market. Three models appeared in Carwow's list of the top 10 'most profitable'* used cars sold via its daily online auctions in Q1 2025. The 2020 Golf GTI ranked second with a potential margin of £3,386, followed by the 2021 Golf R (£3,196) and the 2020 Tiguan (£2,702).
Commenting on the data, Sepi Arani, Managing Director of Media & Commercial at Carwow, noted that 'competition for market share amongst brands is continuing to ramp up', with Volkswagen holding a strong position but facing growing pressure from new market entrants.
'Despite Volkswagen retaining the top spot in the list of most-configured manufacturers, it has dropped in the rankings of most popular models on Carwow as a whole,' Arani said. He also pointed to the rising visibility of Chinese brands, with the JAECOO 7 currently the most-configured model in Q2 and eight of the top 10 most-viewed reviews on the platform featuring Chinese marques.
Arani said that established OEMs 'need to address their gap in supply so they can continue to meet strong consumer demand' in an increasingly competitive market.
* 1 January to 15 May 2025
** The difference between actual selling prices at a Carwow auction and cap 'Retail' valuations – indicative of the potential dealer profit before fees and prep costs.
"VW tops Carwow configuration rankings but faces supply shortfalls" was originally created and published by Motor Finance Online, a GlobalData owned brand.
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