“In every area of business, we weigh risk against opportunity, and when we choose to proceed, we apply pragmatic mitigations that give the venture its best chance of success.”
– Andy Carroll
16 September 2026
The latest Ennis & Co report reveals the five pressure points that are critical for new entrants to succeed and where incumbents can still regain advantage.
Authored by automotive specialist Andy Carroll, the report draws on recent UK launch activity and insights from senior leaders who have delivered market‑entry programmes over the past 18 months. Their message is clear: pace, discipline and organisational readiness now matter more than heritage or scale.
The report titled ‘Five themes every automotive entry must get right’ also outlines where established brands can still win, the overlooked areas of activity which are slowing incumbents, and the decisions that determine whether a business accelerates or is overtaken.
This is the latest business insight from Ennis & Co and offers practical intelligence on the competitive dynamics shaping the next phase of the UK market and the actions required to meet them.
Implications for UK Automotive Leaders
The report makes clear that UK incumbents face a choice: adapt quickly or risk being passed by brands that are moving with greater speed and sharper strategic intent. For new entrants, the findings offer a practical view of what is required to build a credible foothold in a market that rewards discipline and punishes hesitation.
Lynda Ennis, co-founder of Ennis & Co said ‘This report is designed to give leaders of both new entrants and established brands, clear, actionable insight. Of the five themes we highlight, the most demanding is people. They sit at the centre of everything. Skills and tools matter, but they only deliver when a team moves with shared purpose. As the market shifts, so do people and every leader must ensure their organisation is moving in the right direction. This report is a strong starting point for that conversation.’
Ennis & Co has been supporting Chinese brands in Europe with their people resourcing needs for over ten years, including both permanent and interim hires, and has been engaged in all aspects of their businesses. Whilst much has been written on specific elements of the current wave of brand launches in the UK, this report brings together a broad range of experience and expertise, to create a holistic 360-degree guide on five key aspects of a successful market launch.
Strategic insights:
- New entrants are outpacing established OEMs on speed, discipline and launch execution
- Incumbent blind spots are emerging in leadership focus and organisational readiness
- Brands that act now can convert these pressure points into competitive strength
