WASHINGTON–Consumers have mixed emotions when it comes to an all-electric vehicle future, according to a new analysis.
“Manufacturers making bold electric vehicle (EV) announcements and moves should consider their entire audience as they navigate to a fully electric future, as consumer attitudes show a mix of excitement and trepidation,” wrote automotive and mobility analyst Lisa Whalen of Morning Consult.
Whalen noted the announcement that Stellantis NV will make its Chrysler lineup all electric by 2028 is one of the latest in a slew of bold proclamations by automakers regarding aggressive electrification plans in the years to come — and it comes as purely electric providers like Tesla Inc. and Rivian Automotive Inc. are also upping their game.
“But not all consumers are enthusiastically on board with these plans, and EV manufacturers will need to pay heed to their thoughts to get them to bite,” stated Whalen.
According to a survey conducted by Morning Consult, consumers report a range of emotions about a fully EV future. Its research found that while 19% of U.S. adults said “excited” best describes their feelings about an all-EV future, 14% said “nervous” is a more apt description.
Respondents were asked how well each of the following emotions describes their feelings about a future with predominantly electric vehicles, as shown in the chart below.
Excitement Trumps Nervousness
“However, the data shows that Millennials’ excitement trumps their nervousness, with 30% reporting that they are excited and only 14% saying they’re nervous,” wrote Whalen. “Between the genders, 26% of men versus 13% of women said they are excited about an all-EV future, while an equal share of both genders (9%) said they are sad about it.”
Consumers’ emotions play heavily into their purchase decisions, and manufacturers shouldn’t assume everyone is enthusiastic about a fully electric future, Whalen added.
A December Morning Consult poll shows that while 76% of adults said “innovative” describes automakers planning to go all-electric at least somewhat well, 57%said the same about “premature.”
“And while 64% said ‘trustworthy’ describes these companies at least somewhat well, more than a third said that adjective doesn’t describe them well,” stated Whalen. “While many consumers feel positively toward automakers’ plans to go all-electric, it’s important for companies not to assume that the entire public is convinced that electrification is the right path.”
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