New studies from Electrify Research and Electrifying.com have revealed how sentiment towards battery electric vehicles (BEV) is shifting.
Electrify Research’s Homeowner Electrification Tracker Study (HETS) revealed for the first time since tracking began, financial and economic benefits are on course to eclipse environmental ones as the dominant benefit homeowners associate with BEV ownership. The crossover is projected to occur by early 2027.
Its study found that environmental benefit associations peaked at around 60% before falling by approximately 15 percentage points to around 46% by November 2025.
Yet at the same time, financial and economic benefit associations rose from 26% to 43% over the same period, a gain of 17 percentage points.
As a result, Electrify Research projects the two lines will cross by early 2027, marking the point at which financial and
economic benefits become the dominant association UK homeowners hold about BEV ownership.
Ben Marks, MD of Electrify Research, said:
“This is not a blip. It’s not really that the environmental case for BEVs has weakened, it’s just become displaced – less ‘top of mind’ – as consumers start to appreciate the financial benefits of ownership. For everyone in the auto industry this data should prompt a serious rethink. It’s a structural change.
“At the very least it should be reflected in messaging, but the true implications are strategic rather than tactical.”
Ben Nelmes, CEO of New AutoMotive said:
“More motorists are realising just how much they could save by going electric. What is good for the planet is good for your pocket, and the amount you can save by going electric has increased over 20% in the last month as global fuel prices rise. And with more models at better prices than ever before, there has never been a better time to get an electric car.”
It comes as more than 70% of non-EV drivers say that rising petrol prices have made them more likely to consider an electric car, according to new research from Electrifying.com.
Of 1,000 visitors to the Electrifying.com website, 73% of those who don’t already drive an EV are now considering an electric car as a result of global oil price volatility.
A second-hand EV is now more affordable than ever. Used models like the Nissan Leaf start from around £1,400, the Renault Zoe from under £5,000, and the Tesla Model 3 – the UK’s bestselling used EV in 2025 – from under £10,000.
Electrifying.com also warned though that the benefits of electric driving are not being shared equally, particularly for drivers without access to home charging.
Ginny Buckley, CEO of Electrifying.com, said:
“With EV drivers paying just pennies per mile to charge at home, it’s no wonder volatile fuel prices are pushing people to rethink what they drive. We’ve seen a near 50% surge in traffic to Electrifying.com week on week since the start of the US-Iran war, and that’s being reflected across the industry.
“Millions of drivers will depend on public charging to run an EV. Yet they’re the ones paying the highest price. Charging at home can cost as little as 1.8p per mile on an off-peak tariff, but if you rely on the public network that cost can rise to around 18p pe mile; ten times as much, and often more than running an efficient petrol car.
“Much of that added cost is down to the fact that public charging is taxed at four times the rate of charging at home, which simply isn’t fair.”
