(Reuters) - Ford Motor Co's UK chair has called on the British government to provide consumer incentives of up to £5,000 per electric vehicle, Sky News reported on Tuesday.

Global automakers face new challenges as they struggle to profit from their electrified ventures, with stiff competition from affordable Chinese vehicles and uneven EV demand.

Lisa Brankin, Ford's UK and Ireland chair, said direct support for consumers to purchase zero-emission vehicles was crucial for industry viability, according to the report.

Ford did not immediately respond to a request for comment.

In November, Reuters reported that U.S. President-elect Donald Trump's transition team was planning to eliminate the $7,500 consumer tax credit for EV purchases as part of broader tax-reform legislation.