Price rather than battery range is now the main consideration for drivers switching to EVs, Venson Automotive Solutions has found.

Price came out top of the pile among driver considerations for going electric this year

In a rerun of its ‘Attitudes to Electric Vehicles’ survey carried out in 2021, 44% of drivers said price will be the most influential factor if they switch to an electric vehicle this year.

Battery range had been top of the list of considerations for those surveyed in 2021, as cited by 45%, but has now slipped down to fourth place with 33%.

Free installation of an at-home charger was placed as the second biggest priority this year (37%) followed by charging time (35%). Joint fourth place went to battery range and safety ratings, with 33% of drivers placing each of these as a deciding factor. In 2021, price came in second with 41% of votes, safety ratings in third place with 30% and charging time 29%.

Key survey findings:

The 2024 study also explored what further action the next government could take to encourage take-up of EVs – and found 44% of respondents said financial incentives would bring the greatest benefit, followed by increased investment in public charging points (26%) and more Clean Air Zones in cities (12%). More than one in 10 (11%) would like to see new legislation introduced to encourage businesses to move to fully electric company car or commercial vehicle fleets in the next five years.

“SMMT data shows that sales of new and used EVs are soaring, with fleets accounting for a huge proportion of new sales,” commented Simon Staton, client management director at Venson Automotive Solutions. “It is perhaps unsurprising, given the extended cost of living crisis, that vehicle purchase price and charger installation are such significant considerations for potential EV buyers. With purse strings restricting buying decisions, financial incentives would understandably be gratefully received.

“Whilst businesses are playing a significant role in driving EV adoption, they could potentially propel the number of drivers opting for electric company cars further still by helping drivers fund home charger installation, through monthly salary deductions, loan or perhaps offering as a recruitment or retention incentive as well as ensuring vehicle options include models with the fastest charging times and greatest battery range.”

The study also looked at drivers’ changing mindsets on the electric switch and uncovered three factors that are working together to improve perceptions: improvements in charging infrastructure have increased confidence for 40%, 39% are encouraged by the positive impact EVs are having on reducing emissions and falling prices have helped change the minds of 38%. A wider range of vehicle options and greater confidence in owning and maintaining EVs have also helped for 20% and 19%, respectively.

Simon Stanton continued: “As we look ahead to the ban on new petrol and diesel car sales, and the net zero pledge, it is encouraging to see drivers’ attitudes shifting and confidence increasing. Education on the reality of living and working with an electric car can help encourage drivers to move to electric.”

Venson also offers a number of free white papers to help fleet managers and company car drivers understand the costs and convenience of EVs and address key concerns. These can be found here.