- A consumer survey undertaken by UK breakdown service, The AA, has highlighted the need for clarification and improved messaging for UK drivers, as the country continues to undergo a significant transition to electric vehicles.
- The research warns that some drivers may be ‘left behind’ in the transition, urging improved messaging and policy around electric car ownership.
- The AA has broken down the motoring public into four sizable groups in regards to EVs: The ‘adopters’, the ‘potentials’, the ‘doubters’, and the ‘rejectors’.
The AA highlights the need for increased EV support
The survey from The AA uncovered a number of key facts and assumptions that the motoring public hold on EVs. 73% of current ICE drivers have had no experience of EVs whatsoever, highlighting a key need to encourage more consumers to test drive EVs, and boost their conversion rates. Additionally, a third of drivers surveyed believed EVs could be had with a manual gearbox – underlining the requirement to further explain how EVs work to potential customers. Another key misbelief came from 7% of drivers, who falsely believed that the upcoming ZEV mandate would ban used existing petrol and diesel cars. In reality, there are no plans to stop drivers from using any existing vehicle on UK roads in the future.
Regarding the four groups The AA discovered, 7% were classed as ‘adopters’ – being those who currently own or have driven an EV. 20% of respondents were classified as ‘doubters’, who gave a neutral or unlikely response to their next car being an electric. 22% were ‘rejectors’, who claimed they would never own an EV. However, the majority of respondents (52%) were still classified as ‘potentials’ – stating that they were either ‘likely’ or ‘very likely’ to purchase an EV in the future.
Following the survey, The AA has come up with six specific recommendations for the industry and government. Among the six, key points included improved campaigning for EVs (something ElectricDrives and Green.TV has already been achieving, through The Better Manifesto). It also suggested tax breaks on home and public charging, and improved signage for public charging facilities. You can see the full list of The AA’s recommendations, here.
Jakob Pfaudler, CEO of The AA, commented on the survey results:
“From opening the first filling station and erecting the first road signs, The AA has always led on motoring innovation. Our message to government is more needs to be done to make EVs accessible for everyone. Generally drivers are hesitant but most are not hostile to the change. The AA is in a unique position to help as we deal with drivers throughout the driving life-cycle from learning to drive, buying, insuring, and repairing their cars.
Our research shows many people are confused by the transition which is not surprising as the main catalyst for change, the ZEV mandate, only governs supply but does little to encourage demand for EVs. The ambitious goal of the Climate Change Committee that 80% of cars and 74% of vans should be electric by 2040 shows how much needs to be done to get there.
The AA, as a trusted brand with 14m members, is in a great position to help government and drivers make this transition which is essential if we are to reach our climate goals. As a starting point, a government-backed awareness campaign, a healthy used EV market, and some targeted incentives are needed to charge up the transition.”
