Making EV driving relatable could be the trick to increasing the uptake.
A new study from the University of Surrey suggests that despite growing EV production, consumer hesitance remains a major roadblock.
The research, reveals that past driving experiences—good or bad—significantly influence whether someone will buy an electric vehicle. And hearing from others you trust can help make a decision for or against.
Dr Nikolas Thomopoulos, Associate Professor in Transport at the University of Surrey, believes the industry must change how it engages with potential buyers:
To transform the EV market, we must engage consumers where it counts—through their personal norms and experiences.
“It’s not just about the technology; it’s about changing perceptions and making EVs a relatable choice for everyone.”
The study focused on China, a key market for EV adoption.
Researchers found that people with hands-on experience driving an EV were far more likely to consider purchasing one.
Negative encounters, however, created lasting doubts.
The findings also showed that women, highly educated individuals, and city dwellers were the most receptive to EVs—especially when they had prior exposure to them.
Range still an issue
One of the biggest barriers remains ‘range anxiety’—the fear that an EV will run out of charge before reaching its destination.
The study suggests that more public test-driving events and educational campaigns could help dispel myths and boost confidence in EV technology.
Dr Thomopoulos and his team, working with the University of Birmingham, surveyed 1,000 people with prior EV experience.
Their research highlights the powerful role that attitudes and social norms play in shaping consumer behaviour.
Dr Thomopoulos concluded: “Understanding the nuances of consumer behaviour in the EV market is more critical than ever.
“Our study not only highlights the barriers facing the EV market but also outlines actionable insights for manufacturers, retailers and policymakers.”
With climate change driving the urgent need for sustainable transport, this research underscores a simple truth: technology alone won’t win over consumers.
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