Leading UK fleet operators including BT and Mitie have called for a public campaign to galvanise more private drivers to shift into clean transport.

The group, which also includes Openreach, Ovo, Zenith and Grundfos, warn that negative sentiment around EVs continues to constrain take-up and say that a public campaign could enable larger parts of the population to go electric.

The businesses, all members of EV100, Climate Group’s network of more than 120 companies committed to electrifying their fleets by 2030, added that this would unlock the next phase of the UK’s transition to electric vehicles.

Fleet operators are one of the main drivers behind the UK’s EV transition. But as a government consultation on the 2030 phase-out of petrol and diesel cars closes, companies warn that a much bigger perception shift in the population is needed for them to continue their EV transitions at pace.

Clive Selley, CEO, Openreach, said: “As a big fleet operator, we’re aware of our environmental impact and we’re committed to leading the shift to zero-emission vehicles. We’re addressing some adoption barriers ourselves – for example by installing thousands of home charging points for our engineers – but we also see the need to keep incentivising EV adoption. A public campaign would boost awareness and confidence in EV benefits, speeding up the UK’s journey to a greener, sustainable future.”

Peter Dickinson, chief legal Officer, Mitie, said: “As one of the UK’s largest electric fleet operators, with over 6,000 EVs, Mitie has been a driving force in this shift to green transport, but a national mission is needed to enable the UK to meet its 80% EV by 2030 target. Encouraging other businesses and communities on this journey will unlock even greater investment, create green jobs and strengthen the UK’s position as a leader in clean transport.”

The UK recently overtook Germany to become Europe’s largest electric-car market, with every fifth new car now an EV, but take-up is dominated by fleets. Just one in 10 private buyers chose an EV in 2024 as prevailing myths around EVs and misleading narratives continue to hold consumer demand back.

Ian Hughes, CEO of Zenith’s corporate and consumer divisions, said: “Much of the progress in the transition to electric vehicles so far has been through company car and salary sacrifice schemes, where clear financial incentives and an established framework of communication has helped drivers make an informed decision. However, for general consumers, more needs to be done to encourage the switch and a targeted government-led campaign could help foster greater EV awareness, acting as a catalyst to drive change and meet the Government’s phase-out targets.”

A public campaign could highlight the benefits of EVs for drivers, along with public health, economic growth and the climate, and spotlight falling prices for new and second-hand EVs along with the ever-expanding charging infrastructure.

Alex Thwaites, director of EVs at Ovo, said: “We need to work together to make it easier for people to switch to EVs. While we have progressed in recent years, there needs to be more incentives from the Government, such as better charging infrastructure and green financing options for EVs, to accelerate the adoption of EVs if it is serious about the ZEV mandate.”

The international non-profit Climate Group – which convenes many of the UK’s largest fleets committed to electrification – is advocating for such a public campaign to be run hand-in-hand with a national mission on EV infrastructure.

Helen Clarkson, CEO, Climate Group, said: “The UK is ahead of the curve, driving one of Europe’s most successful EV transitions, but the Government is failing to grab this unprecedented opportunity with both hands. To really attract investment, harness innovation, and deliver growth for generations to come, now is the time to shift up a gear. That means bringing together the energy, charging, automotive, and public sector in a national mission on EV infrastructure, so we can develop our charging and grid infrastructure with the urgency and ambition required.”