- The gender gap in the car market persists, with women controlling significant share but only 19% driving EVs.
- EV marketing focuses too much on technology, neglecting women’s priorities like safety, convenience, and lifestyle benefits.
- To ensure an equitable transition, the industry must prioritise women’s needs, increase inclusive marketing, and promote test drives.
As the 2025 Top Women in EV campaign kicks off, we take a deep dive into Auto Trader’s data on the gender gap in the emobility transition
As the UK races toward a 2030 deadline to ban the sale of new petrol and diesel cars, the EV market is booming. However, there are still major barriers holding the transition back. According to data and insights from Auto Trader, while women hold nearly half of the UK’s driving licenses and control more disposable income than ever before. However, only 19% currently drive EVs, and many are still hesitant to make the switch.
A proper EV transition cannot be achieved without the full participation of everyone, and accommodating to diverse needs is vital for ensuring that all people can benefit from emobility.
Changing attitudes toward EVs
Auto Trader’s reporting shows that women’s attitudes toward EVs have evolved over time. Many women initially perceived electric vehicles as too expensive and impractical. A quarter of women still believe EVs cost more to run than traditional petrol or diesel cars. Although, on average, EVs are £86 cheaper per 1,000 miles. Although these misconceptions are being challenged, concerns related to range anxiety, charging infrastructure, and cost still remain.
Despite these fears, female EV owners often report a different experience. For example, only 22% of women encounter issues with public charging, which is much lower than the common perception of charging as a major obstacle. What’s more, 30% of female EV owners report enjoying the convenience of never needing to visit a petrol station. However, this benefit is often underrepresented in EV marketing, which tends to focus on technical features rather than lifestyle advantages, thus extending the industry’s gender gap. In doing so, the marketing is leaving many women feeling disconnected from the transition.
The industry needs to listen and adapt
Erin Baker, Auto Trader’s Editorial Director, and award-winning motoring journalist, commented on the No Driver Left Behind report:
“Men have historically designed, engineered, manufactured, marketed, advertised, sold, bought, driven, written and read about cars. Women have been excluded, ignored, patronised and mansplained to by brands, marketing and the industry, almost to the point of total alienation.”
The current focus of EV marketing largely emphasises technology—something only 12% of women prioritise when purchasing a car. In contrast, 65% of women consider safety their top concern, a preference that the industry is largely overlooking. According to Auto Trader’s research, women are more likely than men to rely on advice from family and friends when buying a car. This highlights the importance of social proof—hearing from other women who have made the switch to EVs. By featuring more women in EV marketing and creating spaces for women to share their experiences, automakers can boost confidence and drive change in female adoption rates. In doing so, the industry would actirvely assist in closing the gender gap. This was a key topic of discussion at the Top Women in EV live event recently.
Test drives: A missed opportunity?
For many people considering EV adoption, the test drive is a make-or-break moment. Many people find that once they drive an electric car they never go back. However, the importance of these test drives is often missed from marketing messaging.
Auto Trader’s data shows that those women who do take the plunge and experience EVs firsthand often describe it as an “eureka” moment—a chance to see firsthand how the car fits into their lives. The industry should reframe the test drive not as a sales pitch, but as an opportunity to engage potential buyers in a relaxed and informative way.
Ensuring a just transition for everyone
As we move toward a sustainable future, it’s critical that the electric vehicle transition is equitable and inclusive. A just transition must take into account the diverse needs of all potential drivers to ensure that no one is left behind. Addressing barriers such as cost perception, safety, and marketing that resonates with women will help make the EV revolution accessible to everyone.
In fact, if the industry continues to overlook the unique needs of women, the entire transition to electric vehicles could be undermined. To meet the 2030 deadline and beyond, we must actively involve women in the conversation and make the shift to EVs just as attractive and attainable for them as it is for men.
The need for inclusivity is not just about numbers—it’s about ensuring a fair and just transition our green future. By recognising the barriers women face and actively working to overcome them, we can create a space where everyone, regardless of gender, feels empowered to make the change.
Top Women in EV campaign, which celebrates the leading women working in the electric vehicle sector, is running all week. Now in its sixth year, the campaign, in partnership with Auto Trader, is dedicated to showcasing and recognising the achievements of women in emobility. By highlighting their contributions, the campaign seeks to inspire more women to join the industry, and ensure that the EV transition truly benefits everyone. Find out more about the campaign here, and stay up to date with all our partners and finalists on our social media channels.
