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I am often asked the question 'who buys an electric car?' The debate usually evolves around those who want to save the planet and those who want to save some cash. The truth is a little more complex (but not much) and is to do with ego.
Recent research commissioned by GE in the US suggests there are 3 distinct buyer segments:
- The Environmentally Conscious: No surprise here, respondents see EVs as symbolising their commitment to the planet, sustainability and fossil fuel independence. They are very concerned about the environmental impact of cars, dependence on foreign oil and believe that climate change is areal threat.
- Tech Driven Car Lovers: are those that like cutting edge and cool new technology, love their cars more than most and are early adopters of new stuff and gadgets. They are also concerned citizens but fr them an EV is very much an outward statement and status symbol.
- Frugal Travellers: want to reduce their transport costs whilst doing their bit for the environment. However, they are sceptical about new tech until it has been proven.
- Purchase price (hence the subsidies)
- Reliability (hence the wariness around new market entrants)
- Cost to charge (hence the need to clearly make the financial case of operating costs)
