Buyers ‘knowledge gap’ regarding electric vehicles
CONFLICTING and confusing information on the latest generation of battery electric vehicles has created a ‘ knowledge gap’ for potential buyers, holding them back from choosing an EV as their next purchase, a new White Paper from leading consumer champion and new car buying platform, What Car? has found.
Over a period of three months, What Car? surveyed how 9,000 consumers rated their understanding of electric vehicles as they researched the technology. Buyers rated their initial knowledge at an average of 2.7 out of five during the first 10 days, rising to 3.4 after 10 days of research. However, after a month of research understanding fell to 3.3, suggesting some respondents came across confusing or conflicting information. After three months, the average understanding peaked at 3.8. By comparison, What Car? found buyers rated their initial understanding of both petrol and diesel cars at 3.8 – meaning it takes three months of research for potential EV buyers to close the knowledge gap they have on EVs in comparison to petrol and diesel vehicles.
What Car?’s research also found that EV costs, not range, are the biggest barrier for buyers. Steve Huntingford, editor of What Car? explained: “Of the 9000 drivers surveyed, over 40% told us the price premium electric vehicles continue to command over petrol and diesel cars is too much for them to make the switch. However, when given time to research the potential cost savings of owning and running an electric vehicle, the response rate fell to 35.6%.”
Range was the second-largest concern for buyers, with 28% put-off by the reduced flexibility compared to petrol and diesel, even though 10% would be able to drive an EV without making changes to their lifestyle. A further 15% said they were concerned about charging opportunities and infrastructure, while 16% wished for a larger selection of electric vehicles to choose from before buying one.
‘Our research has shown there exists a gap when it comes to the public’s understanding of electric vehicle technology and their features – and this is holding back some from actually buying one.