Are car brands failing potential EV buyers?
Potential electric car buyers are increasingly confused and frustrated over their online experience, according to analysis by Sophus3.
Interest in electric vehicles in the UK increased 60% year-on-year in 2017 according to latest figures from Sophus3’s ‘The end of the ICE age?’ report, but despite the clear interest most consumers were found not to choose one, with the current UK market share less than 2%.
Sophus3 says this may be down to a number of reasons, including:
- Frustrating online experiences – yet would-be EV drivers are more keen to book test drives.
- Some car brands are marketing electric as an ‘alternative’ or ‘lifestyle’ choice, when Sophus3’s analysis shows that electric vehicle considerers are at a point of directly comparing running costs, monthly payments and ownership practicalities with petrol, diesel, hybrid and electric on a level playing field.
- Some manufacturers present electric vehicles with “petrolhead” terminology, such as horsepower, top speed and 0-60mph time.
- Most cars are now ‘purchased’ through monthly finance payments and the base level of payments favours petrol and diesel over electric.
Scott Gairns, Sophus3 managing director, said: “In today’s digital world it is vital that car-buyers are provided with all the knowledge they need, in the form that they consume it, and at the time they want it from those responsible for charging networks, selling cars and developing technologies. If not, there is a looming gap between “interest” and “purchase” that will leave older diesel and petrol cars on the roads, undermining the UK’s drive to be a leading electric vehicle market.”