Survey suggests lack of expertise with EVs is slowing adoption

Automobile consumers’ lack of expertise with EVs remains to be holding again adoption, a brand new Shopper Studies survey suggests.

The nationally consultant survey of 9,030 American shoppers—80% of whom stated they owned a non-hybrid gasoline car—was carried out in late June and July 2023. Seven in 10 respondents expressed some degree of curiosity in shopping for or leasing an EV, with 38% saying they’d critically contemplate an EV in the event that they had been getting a brand new car at the moment.

However EV curiosity elevated with EV expertise, the survey discovered. Shopper Studies developed an EV expertise index on a scale of 0 to 4 primarily based on solutions to 4 survey questions. Of these with the very best rating of 4, 71% stated they’d critically contemplate an EV in the event that they had been getting a automotive at the moment. Solely 13% of respondents with zero EV expertise stated the identical.

2024 Kia EV9

The survey discovered that the majority Individuals haven’t got a lot expertise with EVs, although. Simply 5% of respondents registered a 4 on Shopper Studies’ EV expertise index, whereas 64% had a rating of 1 or much less.

The survey additionally discovered that many Individuals aren’t conscious of EV incentives. Solely 47% of respondents had been conscious of tax credit for brand new EVs, and simply 19% had been conscious of used-EV tax credit.

Low CO2 at no further price? Many Individuals nonetheless say no.

One query clearly indicated how environmentalism simply is not on the minds of many Individuals. It requested about low-carbon fuels, and fewer than a 3rd of Individuals stated they’d be “very probably” to make use of low-carbon fuels even when they had been the identical worth as gasoline. 56% stated they’d at the least contemplate the chance in an aviation state of affairs. 

Shopper curiosity in low-carbon gasoline (from 2024 Shopper Studies survey)

Outcomes exhibiting lack of expertise with EVs are acquainted. A 2022 examine from J.D. Energy prompt that a few third of Individuals had been flat-out rejecting EVs merely due to lack of publicity to them. A 2020 survey prompt that 70% or extra of Individuals had been EV virgins—those that had by no means been inside an EV. 

So, in a sign we’re nonetheless not a lot previous the early adopters, it is nonetheless a matter of getting “butts in seats.” Given the tribalism and partisan attitudes towards EVs which have developed simply over the previous few years, getting everybody to see the sunshine on EVs—or the deserves of really treading flippantly—could also be more and more troublesome, although.