UK car buyers are being failed by car-makers and dealers when it comes to choosing electric cars, says analysis company Sophus3.
As UK car sales figures for the vital first quarter of 2018 are released today, highlighting a continued and dramatic decline in diesel purchases, global automotive analysts Sophus3 reveal that potential electric car buyers seeking alternatives are increasingly confused and frustrated over their online experience: are the car manufacturers missing a trick, missing sales and slowing down electric vehicle uptake as a result?
|Sophus3’s analysis clearly shows that interest in electric vehicles is increasing significantly on car brand websites – up 60% year-on-year in 2017 – but that most consumers are not ultimately choosing to buy electric – below 2% of the UK new car market* – for a number of possible reasons:
– Electric vehicle considerers are frustrated with their online experience – yet show a greater hunger for information and are more disposed to request a test-drive than petrol or diesel considerers
– Some car brands are still incorrectly in Sophus3’s view marketing electric as an ‘alternative’ or ‘lifestyle’ choice, when Sophus3’s analysis shows that electric vehicle considerers are now at a point of comparing petrol, diesel, hybrid or electric on a level playing field, focusing on running costs, monthly payments and ownership practicalities
– Yet some manufacturers are also presenting electric vehicles in typical, and virtually irrelevant, “petrolhead” terminology such as horsepower, top speed and 0 – 60 mph time
– Most cars are now ‘purchased’ through monthly finance payments and the base level of payments favours petrol and diesel over electric.
|GMB, the energy union, is calling for the Government and Ofgem to reassure the public that the costs of setting up electric vehicle charging points at motorway service stations across the country won’t be passed on to household bill payers.
National Grid recently said it would support the government bringing forward its 2040 ban on new petrol and diesel car sales by a decade.
The company, which runs the UK’s national electricity network and wants to build superfast car charging points at motorway services, told MPs it could cope with the demands of an earlier surge in electric car numbers – but didn’t say who would pay for the new infrastructure.
National Grid has forecast up to 35 million pure electric vehicles will be on the roads by 2050.
That scenario sees peak demand from electric vehicles rising by 30 gigawatts — the equivalent of 10 Hinkley Point power stations — adding to a current peak demand of 61GW.
Scott Gairns, Sophus3 Managing Director, said, “As Governments and local authorities continue the process of forcing diesel cars off the roads and high-profile pure electric brands such as Tesla make headlines, our analysis shows that the consumer is taking note, is interested in electric, but is still massively confused.
“But 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.”