- The NFDA 2024 survey reveals 92% satisfaction with franchised dealers, with 46% purchasing from them.
- High EV prices deter 55% of respondents, with concerns also about battery life and infrastructure.
- Interest in EVs is highest among 17-25 year-olds (81%) and Londoners (76%), lowest among older adults.
NFDA 2024 Consumer Attitude Survey reveals high satisfaction rates and highlights key barriers to adoption
The National Franchised Dealers Association (NFDA) has released its 2024 Consumer Attitude Survey. The annual survey sheds light on consumer views towards franchised dealerships and EVs. Conducted by JudgeService, the survey sampled 1,500 UK motorists between May 31 and June 5, 2024.
The results show high satisfaction with franchised dealers, with 92% of respondents expressing either “very satisfied” or “fairly satisfied” feelings. Among those surveyed, 46% bought their current vehicle from a franchised dealer, which accounted for 22% of purchases.
When it comes to EVs, cost remains the primary hurdle.
55% of respondents cited the high price of EVs as the main reason for not considering them. Other concerns include battery life (43%), vehicle range (40%), and charging infrastructure (40%). This data is extremely useful towards developing the early mainstream wave of adopters. The early mainstream is the next step in embracing emobility, as the incoming cohort of EV drivers.
Interest in EVs varies by age. The 17-25 age group shows the highest enthusiasm, with 81% considering an EV, compared to just 45% of those aged 76 and over. We’re also seeing regional differences in interest. London leads with 76% of respondents open to EVs, while the West Country lags behind at 50%. Gender-wise, 63% of men and 61% of women are considering EVs.
The main takeaway from the survey is that the interest in emobility is growing. The high satisfaction rates are extremely encouraging. Positive word of mouth is becoming an important factor in adoption rates. The pinch points for consumers, high prices, battery life, and infrastructure, make for effective targets to overcome.
