A lack of awareness about electric vehicles (EVs), along with the high costs of ownership, are holding back their acceptance by North American drivers, according to new data from Altman Vilandrie & Company. Their recent survey of more than 2,500 consumers showed that 60 per cent of respondents were unaware about electric cars — and 80 per cent have never ridden in or driven one.
Those who have been in an EV enjoyed it, however, and many of them said they would buy one if the costs were lower.
Top reasons for not wanting to buy an EV include a perceived lack of charging stations (85 per cent), high costs (83 per cent) and uncertainty over duration of charge (74 per cent). Three per cent of respondents said they currently own an EV, and 10 per cent said they would buy one as their next car.
Despite a low adoption rate, there are signs of latent demand for EVs, says Altman Vilandrie & Company director Moe Kelley. Lower-priced models — specifically at the price point of $35,000 — would significantly boost sales, the company says.
“Price matters, and our analysis shows that more affordable models would go a long way to changing the perception that EVs are luxury items for the urban elite,” says Altman Vilandrie & Company director Soumen Ganguly.
Other findings from the survey showed that younger and more affluent consumers were more likely to buy an EV than the rest of the motoring public. Drivers 65 and older were more likely to turn to Ford or Volkswagen for an EV, while drivers 18-24 gravitated to Tesla and Mercedes.
