Over 2500 consumers and 300 dealers have told Cox Automotive what they think about the adoption rate of electric vehicles.
Not only is Tesla recognised by 81% of respondents as an electric vehicle brand, it holds a superior lead over the 52% aware of Toyota, the 47% who recognise Chevrolet as an EV brand and the 42% who acknowledge Nissan.
Despite the question asked, “What brands of all-electric vehicles are you aware of?”, Toyota was the second most commonly-referenced brand despite not having a fully electric vehicle on sale and Nissan having sold the largest volume since the first-generation Leaf was introduced in 2010.
The study suggests the two biggest barriers to EV adoption are battery charging and cost for 83% and 70% respectively of those surveyed.
Perception is everything and that includes comparative purchase costs compared with internal combustion vehicles, with 77% of those considering an EV purchase understanding them to be more expensive up-front.
That perception changes however, once the cost of ownership question asks what servicing and maintenance, refuelling and the overall cost of upkeep and ownership looks like to respondents.
A massive 98% of those potential EV buyers take the cost of ownership into account when initially considering the cost of an EV, while 65% of potential buyers understand it to cost less to charge an EV than to fuel an internal combustion vehicle. Only 54% think it’s cheaper to service an EV over a fossil fuelled car.
But it appears dealers in the US have obstacles in their way to selling more EVs, including on 9% whom say their OEM franchisors are exerting high pressure to hit EV sales targets, suggesting a lack of encouragement or support from carmakers.
Lea Malloy, Cox Automotive.
The sales figures support the idea, with just five all-electric and five plug-in hybrids selling per month on average compared to the 131 internal combustion units moved.
Dealers report electric vehicles only account for 5% of total average new cars sold per month, but 64% of luxury dealers and 46% of all dealers overall expect EV sales to change within the next two years.
Cox Automotive associate vice president for emerging technology, Lea Malloy, says the study is “another affirmation” of the importance to better educate consumers on electric vehicles.
“Consumers see benefits in an electrified future but still need more assurance from dealers and automakers surrounding EV ownership,” she says.
“Collectively, dealers and automakers can deliver the confidence needed to advance EV adoption,” Malloy explains.
