Adoption of electric vehicles seems to have hit some speed bumps. Changing government policies, slowing sales and trade tariffs have all been in the headlines in 2024. Electric Cars were once symbols of the future. So why aren’t we more excited now they are here?
We spoke to some real people from across the country, to find out what they really think about EVs. And provide insights to help those involved in marketing the transition.
Summary
The belief is that Electric Cars are:
- inconvenient and expensive
- impractical
- not exciting or aspirational
- a luxury for rich people
Our respondents are sceptical that EVs are the long term answer. They feel they are not a practical option until they can reliably charge them at home, even if that means on-street parking, They want car companies to address their concerns about the convenience and logistics of EV ownership in their advertising.
Inconvenient, expensive and not exciting
Real people want someone, anyone, to solve the practical problems of charging that come with owning an Electric Vehicle.
In truth, they don’t want to change from what they know. There is little aspiration to own an EV and little appetite to compromise on cost or convenience. They see EVs as a luxury and not yet something for normal people. And they are sceptical of being told by governments after being burnt by the diesel scandal.
“No. I’m just not going to do it until there is no option to drive anything else.” Jill, 36
“No. Very expensive…and I’ve heard people say that if the battery goes they’re very expensive.” Janice, 69
“If it was the same price, and I could get the range.” Rich 37
“I’m a bit of petrol head…but when I think about the cars I would love to own in the future, they’re not really electric. I prefer the sound of an engine. For driving experience, I think petrol is better.” Josh, 18
A privilege for rich people
EVs are seen as more expensive and therefore for people with money, not for ‘people like me’. They lack relevance for real people.
“It’s more expensive to buy a new EV - a big, nice flash car isn’t important to me. For the money, I could get a much nicer car.” Rich, 37
“ …it depends how much you’ve got in your purse – it’s all well and good being environmentally friendly but it doesn’t always work. It’s a privilege.” Janice, 69
“I know someone who bought a Tesla…It’s an insane amount…it’s really a statement piece” Georgina, 33
“[EVS drivers are]…mostly people in their 40s and 50s.. I’ve never seen a young person driving one.” Josh, 18
Have to be able to charge at home
Understandably, most people don’t think it is practical to own an EV without being able to charge at home. They want the convenience, and they don’t want to pay more for public charging.
There are around 22 million households with a car in the UK, according to Government statistics. There are only 400,000 home chargers in 2023.
Charging at home is not only more convenient. It is also significantly cheaper than public charging (source ZapMap)
“Big issue for me is on-street parking, it’s just more difficult to charge. There’s one lamppost with a charge…if I had a house with a driveway, I’d do that.” Rich, 37
“The infrastructure is not just there… I can’t install my own charger. If I lived somewhere else I might be able to install one. The whole point of having a car is convenience.” Jill, 35
“You need a drive or a garage. I have, but a lot of people haven’t… where I live the infrastructure isn’t in place.” Janice, 69
Sceptical that EVs are the right answer
Real people are seeing a wide range of opinions and news about EVs. They don’t spend hours researching the rights and wrongs, but absorb a general sense of scepticism that feeds a narrative of distrust in governments and large organisations.
Without a strong, aspirational pull to own one, the doubts confirm their feeling that it’s not for them, at least not yet.
High profile dissenting voices are cutting through in the media. (Source: The Guardian June 2023)
Source: The Times September 2024
“It's what happened with Diesel. People were pushed to buy it because we thought it was the right option and then went oh shit it’s not” Jill, 35
“I read an article in the Times and it said that a lot of big companies are stopping buying electric cars and vans because they do big mileage and it’s difficult for them to get charged. And certain companies are reducing the amount they’re making because they can’t sell them” Janice, 69
“… it’s only as green as the energy source in the first place. Dependent on the UK grid changing to fully renewable energy as well.” Jill, 35
“Where do you get all the lithium from? There could be a big resource impact.” Rich, 37
“I don’t think its the only option we have. Hearing a lot more about bio fuels and sustainable fuel…It could be its not the engine, but the fuel that the problem” Josh, 18
The ads are too much poetry, not enough prose
Advertising for electric cars is failing to address the scepticism and concerns of real people. Are manufactures stuck in the 20th Century, selling cars as a symbol of aspiration and status, while real people see only cost and practicality?
Aspirational, design-led advertising for Polestar. But do real people need to hear more about the practicalities of owning an EV before they can take the plunge?
Citroen taking a more practical position in their advertising. But does it really address the barriers that real people have around charging?
“Advertising is all aspirational. It tells me nothing about the practicalities and the things that actually matter. Car as a status symbol isn’t a thing. Not many people are boasting about their Yaris!” Rich, 37
“For me it would have to be that it was going to give me what my petrol car does. It’s got to somehow tell me that I’m not going to have to spend forever at a charging station.” Jill, 36
“More performance stats for me I like to drive fast! [but also] more practical stuff like charging time so how easy it is for me to use.” Josh, 18
“Cost is a big issue and people are scared that the battery is going to go. I don’t know how long they last or whether you have a warranty on them, or can you just change one part of it or do you have to change the whole thing. I’d be looking for reassurance.“ Janice, 69
Elon is tarnishing Tesla’s image
Tesla has maintained the awareness of a first-mover brand, although still seen as luxury car that is out of reach for most. But real people have turned against Elon Musk following his public support for Donald Trump, and suggested his personal reputation could impact their likelihood to buy a Tesla.
Conversely, there is very little awareness of new Chinese entrants to the market, such as BYD, despite the fact they are already the number 1 global brand and they are predicted to be one in four new EV sales in Europe in the coming few years.
“Tesla have their SuperCharger network, but you never see another manufacturer and I imagine it only works for Tesla...that infrastructure for a brand I could afford, that’s not obvious to me.” Rich 37
“He’s crackers. Just the way he comes over to me is quite arrogant. Lives in his own little world. I’d hope there’s more people on the board at Tesla just to keep him calm.… I honestly don’t know that it would put me off” Janice 60
“Elon Musk is an idiot and I don’t want to give him any money.” Jill 36
"Sad that they seem to be at the forefront of the better technology…shame there’s such a moron in charge of it.” Rich 37
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