If you’re leading a dealership or broker business in Ireland, here’s what matters: Buyers are definitely thinking about new cars, but how confident they feel differs between the UK and here. And that difference affects how you should drive finance, marketing, and stocking.
A snapshot of confidence
🇬🇧 UK
- The GfK consumer confidence index in the UK reached -17 in October 2025 (improving from -21 in the same month last year).
- According to the Auto Trader survey, around 74% of UK-car-buyers plan to purchase in the next six months, and over 90% feel at least as confident as before about affording a car.
- Used-car prices in the UK are rising for the third consecutive month, average retail price reaching £17,087 in October.
🇮🇪 Ireland
- The Irish League of Credit Unions Consumer Sentiment Index in September 2025 was 61.7 (up from 61.1 in August), still well below the long-term average (83.8).
- TradingEconomics reports Ireland’s overall Consumer Confidence Indicator at -18.7 % in October 2025 (a measure of net balance vs baseline).
- Research by EY shows 53% of Irish consumers rate ‘price’ as a key purchase driver across categories, ahead of quality or brand.
What’s Similar, and What’s Different
Similarities:
- Both markets show improved sentiment compared to recent lows: UK is less negative, Ireland is slowly climbing.
- For automotive retail, mobility remains a priority. In the UK, one report found just 16% plan to cut motoring spend despite cost pressures.
- Finance remains important in both countries: affordability, monthly payments, and transparency drive decisions.
Differences:
- UK buyers are more confident than Irish buyers when it comes to major purchases like a car; the UK index and car-buying intent data show higher optimism.
- Irish consumers are more price-sensitive: the EY survey shows that affordability and price dominate purchase decisions.
- Specific national pressures differ: Ireland faces higher insurance costs, historic tax changes, and a younger car parc in places, which weigh on affordability. The UK, while still cautious, has fewer immediate shocks in the car-purchase sector (though it faces its own challenges).
Why This Matters for Irish Dealers & Brokers
1) Affordability needs to be front and centre
With Irish consumers highly focused on price and monthly cost, your finance offers must be clear, credible and trustworthy. For example:
- Show one representative monthly payment early in the customer journey.
- Use soft-search tools so buyers feel safe checking eligibility.
- Be ready to deal with affordability concerns (insurance, tax, fuel) in one sentence: “This model sits in the low motor-tax band, insurance group X, and uses approx. Y L/100 km in mixed driving.”
2) Messaging must recognise caution
Irish sentiment remains fragile. Phrases like “feel confident” or “ready to make the next move” must be backed by solid facts (warranty, low miles, recent service). Simply asking “Are you ready to buy now?” may be too strong. Instead, frame: “Here’s what makes this car less of a risk.”
3) Stock and finance mix need tighter criteria
- Prioritise vehicles with low total cost of ownership: tax, insurance, fuel.
- Younger stock under 3 years may appeal better if running cost transparency is high.
- Finance terms might need to emphasise lower deposit / cleaner monthly, as Irish buyers may default to caution if the upfront cost feels heavy.
4) Reassurance builds trust
Given the heightened price sensitivity:
- Publish full service history and highlight recent spend (belts, tyres, brakes).
- Show the warranty or extended coverage upfront.
- Use customer reviews and trust signals: 75% of UK buyers say reviews matter.
Visible proof reduces perceived risk, which is especially important in markets where confidence is still recovering.
How Lenders and Brokers in Ireland Can Support This
- Provide near-prime options so buyers who feel serviceable but cautious still get approval.
- Embed clear total cost/disclosure in the finance offer: monthly payment + total cost of credit + what the customer owns at the end.
- Help customers factor in insurance and running costs (e.g., “In your region, insurance for this model is typically €X a year”).
- Offer maintenance plans or service bundles to reduce worry about unknown repair costs, confidence rises when “I know what I’m paying” is visible.
Questions to Raise in Your Next Board Meeting
- What percentage of enquiries mention “cost of insurance” or “tax and running costs”?
- Are our listings showing monthly payments immediately? Or is that buried in a brochure?
- Do finance acceptances show a drop-off rate among buyers who mention affordability?
- Are we tracking satisfaction among repeat buyers (where confidence shows up more strongly)?
- How is sentiment in our region? Are buyers in Dublin more confident than those in rural counties? What regional variations do we see?
Bottom line
Irish consumer confidence is improving, but it remains behind that of the UK. For you, as a dealership decision-maker or broker partner, that means your finance, stock and messaging must carry a bit more reassurance. Be clear about cost, be quick to build trust, and you’ll capture the buyers who feel cautious, yet ready.
Partner with LMO
In a market where Irish buyers are more cautious, more price-sensitive, and slower to commit than their UK counterparts, having the right lending partner matters. LMO helps dealerships and brokers offer clearer, more flexible, and more transparent finance options that match today’s customer mindset.
Give your customers confidence. Strengthen your finance offer.
Partner with LMO and let’s help your buyers move forward with clarity and reassurance.