In March/April of this year Roularta Research carried out an extensive survey on our readers' attitudes to electric motoring. We wanted to know what advantages or disadvantages they see, whether they already have experience with electric driving and whether they would actually opt for an electric car in the future. We also measured the image perception of 34 car brands. As many as 2141 respondents were happy to share their opinions with us.
On an average working day, 75% of the respondents drive less than 50 kilometres per day.
1 in 4 is completely ignorant about electric driving, while 1 in 3 indicates that they would like to know more about it.
What are the pros and cons of electric driving according to our readers?
The top 3 of the advantages: there is less CO2 and other harmful emissions, it is pleasant and quiet driving and you have the possibility to charge at home. And since 55% of our respondents have their own garage, that should also be practically feasible.
The 3 biggest disadvantages associated with electric driving are: the higher purchase price, the limited range and the limited number of public charging points. The limited range is somewhat surprising, because 75% previously indicated that they drive less than 50 km per day.
This leads us to suspect that there is a perception problem...
Maybe it would help if people gained experience with electric driving? Because at the moment 59% have never been in contact with any form of electric driving. On the other hand, 10% already drive electric at the moment.
If consumers were to buy a new car today, more than half would consider buying an electric variant (100% electric, plug-in or hybrid). This indicates that the potential is clear... It is striking how much more resistance a 100% electric car evokes: almost half swear they will never buy it, while there is more indulgence to buy a (plug-in) hybrid.
Finally, our readers indicate that they would be convinced of an electric car if the purchase price did not exceed the price of an ordinary combustion engine, if it would be easy to provide your own charging station or if there would be superchargers along motorways for each brand (not only for Tesla's).
In order to offer consumers an answer to the many ignorances surrounding electric driving, charging stations etc. and to guide them through the range of electric cars on offer, the Knack and Le Vif/L'Express news magazines are planning a content series on 'the Road to EV' this summer. This will start with an intro article in which the results of our market research will be presented. Then, week after week, various (car) partners will be featured, each with their own point of view & offer of electric cars.
We are happy to share our insights from this market research with you.