Consumers reveal views on EV purchasing
An approved vehicle scheme would be a major factor for a quarter of consumers when purchasing an electric vehicle (EV) from a main dealership, according to a study by The National Franchised Dealers Association (NFDA).
The trade association, which represents franchised car and commercial vehicle retailers in the UK, also discovered in its yearly survey of 1,500 consumers that cost remains a barrier for EV adoption among around half of respondents.
It found that an NFDA EV Approved scheme would be a “major factor” for around 25% of consumers when purchasing such a vehicle from a main dealership.
When asked about why they wouldn’t buy an EV, consumers focused on concerns about battery life (43%) and a worry about a vehicle’s range (40%).
Only 21% said they wouldn’t buy due to ‘various EV issues reported in the media’ and 9% said they would wait until the phase-out date of ICE before purchasing.
Age was also a factor, with 81% stating ‘yes’ in the 17-25 age group, but 76+ only saw 45% saying ‘yes. In London, the figure was 76%, the highest in the country, followed by the West Midlands at 71% and the North-West at 67%.
When consumers were asked ‘Why would you choose a main dealer’, the question was divided into two segments: one addressing ‘if you were looking for an EV’ and the other ‘if you were looking for a petrol or diesel vehicle’.
Some 24% of those looking for an EV selected ‘the dealer is NFDA Electric Vehicle Approved (EVA)’, demonstrating its growing importance during the transition to electric, and also a warranty was popular for BEV as much as ICE.
When quizzed on the priorities for government spending, the highest ranking response (30%) was fixing potholes and the lowest ranking was increasing EV charging infrastructure (8%).
Sue Robinson, Chief Executive of NFDA, said:
“It is positive to see that overall satisfaction with franchised dealers remains high and that many consumers rely on the trusted expertise and knowledge of dealerships when purchasing their vehicles.
“It is also important to note that many younger consumers are utilising online channels highlighting the evolving landscape of our sector and how dealerships are effectively adapting to this transition.
“With the Zero Emissions Vehicle mandate having come into law earlier this year, it is concerning that cost remains the primary barrier to electric vehicle adoption. NFDA has repeatedly urged government, including the new government, to introduce price incentives to address this issue and restimulate private demand.”
Neil Addley, Founder and Managing Director of JudgeService, said:
“It is good to see the resilience of UK consumers and worth noting the steady improvement in consumer consideration of electric vehicles. It will be interesting to track how this attitude changes as more people are exposed to BEVs in everyday life.”
Image from Shutterstock
