Electric Vehicles are now, without a shadow of a doubt, part of the zeitgeist. They are no longer fringe, nor niche, they are part of popular culture. Adoption, although currently facing some obstacles, will only continue to increase – globally.
As an engineer by background, an innate problem solver, I like to back my arguments with facts. Fiction should be reserved for holiday reading lists. The biggest hurdle that we currently face is both misinformation and disinformation.
This is hurting the market, as those with vested interest, spooked by the sheer energy efficiency and fun of EVs, try to derail the course of history.
Let's hold the front page. Here are some facts.
One in two (47%) drivers of petrol and diesel cars are tempted to switch to electric because of cheaper running costs, new research commissioned by Octopus Electric Vehicles from Opinion Matters shows1.
Drivers of fossil fuel cars have been hammered at filling stations with motoring groups saying they feel "ripped off" by the growing margins pocketed by fuel retailers.
A litre of petrol now costs on average more than £1.45 in the UK. In contrast, charging an EV can cost as little as 7p a kilowatt hour (kWh).
Drivers charging an EV on a clean energy tariff like Intelligent Octopus Go – EV Saver can save up to £1,000 a year compared to a fossil fuel car2.
Just over one in three (34%) petrol and diesel drivers reported lower running costs of electric cars as the main reason for wanting to make the switch.
Perhaps less surprisingly, almost all (96%) EV drivers are happy with their vehicles and say it is likely their next car will also be electric.
This research is clear - almost half of the UK's drivers are ready to get an electric car today, and yet they make up less than a quarter of the cars being sold. Certain laggard car manufacturers may claim drivers aren't ready for EVs, but they underestimate UK drivers' appreciation for the value, fun, and peace of mind electric cars offer.
Government policies like the ZEV Mandate are critical to keep driving the manufacturers to bring affordable electric cars to UK drivers. Those manufacturers are grabbing market share, and there's a race on to be the brands of our future roads.
Another hugely important part of the strategy to get more people into EVs is salary sacrifice.
Salary sacrifice is a piece of financial magic for workers that has cleaned up the UK environment not once, but twice, in the last twenty years.
It greased the sprockets of our pedal bike boom with the Cycle-To-Work scheme promoting healthier commutes from the turn of the Millennium. And in the last five years, it's accelerated our take-up of electric cars too.
The beauty of salary sacrifice is that the money comes out of your pay before the taxman can touch it. You save up to 40 per cent on the car and, with clever energy tariffs, up to 90% on fuel.
It's how private drivers access new cars – because it's an amazing deal!
Tesla's success was a jolt for western manufacturers. But now there are amazing electric cars from all major brands, including Ford, VW, Mercedes, BMW, Porsche.
Now China – investing and developing tech in the industry for decades – is sharing its know-how with the world.
Manufacturers who don't match consumer demand will be left behind. And that drives fear and the spread of misinformation.
Because it isn't just salary being sacrificed in the electric car industry. The truth has found itself on the sacrificial altar by those with an agenda to drive.
"Private drivers don't buy electric cars" can be added to existing myths: "electric cars are expensive" (not with salary sacrifice); "electric cars are always running out of charge" (they're not – and certainly not as often as petrol cars run out of fuel); "electric cars catch fire easily" (they don't – unlike flammable petrol-fuelled cars).
But misinformation about EVs has had a negative effect – one in ten people wrongly believe EVs are more expensive to run.
This is exactly why two of the EV industry's most recognisable names - Octopus Electric Vehicles and the Fully Charged Show - have teamed up to launch 'Electric Vehicles UK', a new organisation designed to educate consumers about EVs.
By uniting under the 'Electric Vehicles UK' brand we believe we can provide drivers with the information they need to make an informed decision about their next car purchase.
As Faithless famously sang; "Misinformation is a weapon of mass destruction."
Don't be fooled. Real drivers are switching to electric cars. What are you waiting for?
Fiona Howarth will be speaking at The Zemo Partnership Summit "Our Journey to a Delivery Roadmap for Net Zero Transport" on 3rd October 2024 in London. The conference will explore how the Partnership and its members will work with the new Council for Net Zero Transport to develop a delivery roadmap for net zero transport to inform and guide the policies of the new Westminster Government. Find out more and book your place here: https://www.zemosummit.co.uk/
Notes to editors:
1. Research conducted by Opinion Matters (16/7/24-23/7/24) of 1,000 17+ UK EV drivers (400 having used an EV for 3 years or longer) and 2,000 17+ ICE vehicle drivers. Opinion Matters abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Opinion Matters is also a member of the British Polling Council.
2. Based on an average of 10,000 miles, charging at 7p per kWh - Octopus Electric Vehicles customers get exclusive discounted EV charging rate in time for holiday travel
