The most vital components when shopping for an EV are revealed
- Price and range are the two purchasing factors that highest for EV buying
- 23% of buyers would consider an EV from a brand they’re not familiar with
- Gender and generational preferences differ – and women are safety conscious
The most important factors drivers consider when it comes to choosing a new electric vehicle (EV) have been revealed in a new survey.
Price and range are the two purchasing factors new EV buyers prioritise the most, scoring 52 per cent and 45 per cent respectively in the poll from Direct Line EV Insurance.
And with more than 18 new EV brands having launched or about to launch in the UK – including Ora, BYD, Fisker, Chery and Leapmotor – new brands could make people cautious to buy.
But this turns out not to be the case, as just 10 per cent of drivers cite brand as an important factor when considering an EV, presenting a great opportunity for lesser-known EV brands entering the UK market.
The most important factors when buying a new EV have been revealed, with price and range topping the list – scoring 52 per cent and 45 per cent respectively in a new Direct Line EV Insurance survey
After range and price, drivers told Direct Line EV that build quality (20 per cent) and safety (18 per cent) are the most important factors to consider.
Cheap running costs, and savings to be made on smart charging weren’t ranked.
Electric cars have been found to reduce stress while motoring, yet driving experience ranked low on buying factors.
In 2022, DS Autombiles surveyed 2,000 drivers and found that 38 per cent of those who drive a car with an electrified powertrain, said their current electric car makes them feel calmer compared to their previous petrol or diesel vehicle.
But Direct Line EV discovered just 16 per cent of men said it was the most important factor, and only 13 per cent of women.
When broken down by gender, interesting buyer patterns between men and women were highlighted.
While both prioritised price equally (52 per cent), men are more range-anxious with 47 per cent saying range is the most important buying factor, to 43 per cent of women.
Women prioritised safety (23 per cent versus 13 per cent for men) but didn’t care about build quality nearly as much. 26 per cent of men voted for build quality as a vital buying consideration, but just 14 per cent of women.
But both sexes gave equal importance to reviews (14 per cent) and brand (10 per cent).
Women ranked safety as an important buying decision when buying a new EV, much higher than men: 23 per cent versus 13 per cent for men
Michelle Breffit, co-founder of Women Drive Electric, said: ‘Women will place a high importance on safety features and ratings when buying a car.
‘Electric cars are new technology and human nature makes us weary of change, regardless of gender so that’s why its hugely important that the automotive industry explains all the safety features in a non-jargon way so everyone can understand the protection they have in an EV.
‘The survey fits with the tendency for women to be more risk averse – we want to know we can get home in a reliable and safe car, especially as a woman’s car journey is more likely to be with a child or elderly relative as passengers’.
Michelle Breffitt says women are more more safety-conscious
Differences are generational too – especially when it comes to price.
Young people are less focused on price than older generations: 47 per cent of 18 to-34-year-olds said price was important, compared to 57 per cent of 35 to 54-year-olds. 51 per cent of those aged over 55 said price was important.
Image-conscious young people said brand was important (17 per cent) compared to 10 per cent of 35 to 54-year-olds. Only 5 per cent of older participants aged 55 and over said brand is important.
With young motorists growing up in a world of EVs, and half of learners wanting EV driving lessons, range unsurprisingly ranked much lower in buying considerations: Only 34 per cent of 18 to 34-year-olds said range is important.
And many EVs these days have ranges that can get you from London to Edinburgh on a single charge, helping to dispel range angst.
Range becomes more vital the older drivers get, with 45 per cent of 35 to 54-year-olds saying it’s a priority when buying an EV, and 53 per cent of plus 55-year-olds.
