No Driver Left Behind:
Women and the journey to electric
Introduction by Erin Baker, Editorial Director
For over a century, women[1] have had a poor relationship with cars. With the exception of two noticeable periods on either side of the World Wars, when women, enjoying a new sense of societal liberty, successfully took to the racetrack, drove commercial vehicles and enjoyed tinkering under the bonnet, cars have remained largely both the passion and profession of men.
Men have historically designed, engineered, manufactured, marketed, advertised, sold, bought, driven, written and read about cars. Women have been excluded, ignored, patronised and mansplained to by brands, marketing and the industry, almost to the point of total alienation.
All of which is a strange approach to engaging half your market. Today, 49% of driving licences are held by women[2], who have more disposable wealth and independence than ever. They are the majority consumer in the UK and enjoy spending their considerable money on products that reflect their lifestyles, beliefs, desires and their status. Cars, however, aren’t on that shopping list.
Quite simply:[3]
“I’d rather buy a fridge than a car”
Women do not look forward to the car-buying process (50% dislike most or all of it). They aren’t excited by the research phase, and few women view or create car content on any platforms. Almost 70% of women don’t trust car dealerships and 43% of women don’t trust car brands. [4]
You'd be forgiven for assuming the advent of electric vehicles (EVs), with their more lifestyle-oriented stories around sustainable materials, enhanced services and carbon footprints, would fundamentally change this relationship for the better. The automotive industry has been preparing for a significant step-change in the way they operate as more and more electric vehicles are produced, marketed and sold in the UK. And yet, as our new data shows, the gender gap is widening.
A third of men considered an electric car compared to one fifth of women.[5]
Why is this happening?
To fully understand the problem we’re facing, we carried out multiple research projects: one, a nationally representative survey of over 4,000 drivers and the other, backed by Hive from British Gas, a more personal approach to understanding how women think and feel about electric vehicles. The findings reveal several reasons why women are being left behind in the electrification of cars. Vitally, these are all easily addressable.
From a lack of relevant advice and content around running costs and charging, published where women are already engaged, to the differing primary worries female car buyers have from male car buyers (for instance, a significant concern of women, not expressed as frequently by men, is the possibility of running out of charge on a motorway with children in the back), the data demonstrates multiple challenges. Women are also less interested in the virtue-signalling potential of an electric car or buying a car for its advanced technology.
There can be no doubt that the growing gender gap around EVs is a missed opportunity for the industry and, such is the number of female motorists, may well be the blocker to mass adoption of EVs in the UK as we approach the Government deadline for the ban on selling new petrol and diesel engines in 2030 - a key deadline women are three times more likely to not be aware of than men.[6]
The urgent need for action is clear. So, we’ve summarised key barriers to engaging women and also suggested some solutions about what we (retailers, manufacturers, suppliers, the media) can all do to engage women with electric cars because we can’t be ignored anymore.
And we won’t be left behind.
Barriers
One in four women are still put off by car adverts being too masculine and this is even higher for those over 45, where one third of women are discouraged. Similarly, half of women dislike most or all parts of the car-buying process – this is compared with less than a third of men.
So electric vehicles (EVs) simultaneously threaten to add further complexity to a process half (50%) of women do not enjoy and yet also offer the opportunity to transform how the automotive industry connects with women.
What are the key barriers?
Considering this pre-existing disengagement with the car-buying process, for many women, EVs simply feel like an extra hassle to contend with, rather than an exciting opportunity to enjoy new, sustainable technology that has many benefits.
But these benefits don’t seem to be getting across to the majority of women. Of the current EV owners in our research, there were more than double the number of men than women – with 16% of men owning an EV compared to 7% of women.[1]
What’s going wrong here?
1. Excluding women – a chance to address errors of the past.
There appears to be a disconnect between the key topics women prioritise when researching a car and headline EV selling points.
For example, safety is a priority for many women - over 65% of female EV drivers think safety is very important when buying their next car, compared to just half of male EV drivers – and yet this is rarely discussed when marketing electric cars.
Technology, on the other hand, is often extolled as a huge benefit of electric cars and the lifestyle they offer, but this doesn’t connect with a lot of women. Almost a quarter of men (22%) like having the latest technology compared with just 12% of women[2]. When asked about their confidence in using the latest technology, only 17% of women said they were extremely confident, compared with a quarter of men.[3]
Research also found that in the initial consideration phase, women were more interested than men in “what you get for your money”[4] and they’re also more likely to talk about price.[5]
Despite this focus on money, however, women don’t appear to be as informed as men of the primary financial benefit of electric vehicles – the lower running costs. In fact, a quarter of women (25%) thought that electric vehicles were more expensive to run than petrol or diesel cars, which is not the case. As of April 2023, even with higher energy costs, electric vehicles were on average £86 cheaper per 1,000 miles to run than petrol or diesel cars.[6]
In other words, this is a compounding problem – not only are a quarter of women misinformed about one of the key EV benefits, but it’s also an element of car ownership that they expressly prioritise compared with men.
The introduction of entirely new car brands selling EVs is another aspect of electrification that is working against women. China dominates today’s global EV landscape, accounting for more than half of worldwide sales and Auto Trader predicts that in the UK, Chinese car brands will go from a 1% market share in 2019 to 18% by 2030. [7]
Why does this matter?
Research found women were “more focused on familiar brands”[8] and when asked which brands they had heard of, men were much more likely to select new all-electric brands than women. For example, men were three times more likely than women to have heard of the new electric brand BYD.
Here’s a sample of findings showing brand awareness, including some well-known brands for comparison:
And although awareness is an initial barrier, there is also a deeper reason for a focus on familiarity. While nearly two thirds of all respondents, both men and women, agreed EVs are the future, women who reject EVs would “much rather an ICE make/model they know they’ll love – and which won’t make them stand out.”[9]
One respondent embodied this concern:[10]
“It's probably what I will get for my next car when I just have a bit more confidence. But I just feel like I'm not a pioneer.”
“I was really put off by the fact that the EV mini had a green charging point- it was like it was trying to show off the fact that it was electric!”
While another voiced concern about being overly exhibitionist:[11]
There are multiple factors at play here which result in a lot of women feeling like electrification is happening for others, but not relevant for them. By not understanding the benefits and not connecting personally with the idea of electric vehicles, they are ultimately excluded.
1.Erin’s summary:
We need to address the specific concerns of women around EVs. Prioritise what women will get for their money rather than extolling the virtues of going green. Explain what lower running costs mean rather than advertising the benefits of new technology. Women have different points of engagement.
2. Exclusion leading to inaction - knowledge and confidence gaps
So, early phases of UK electrification have, however inadvertently, excluded many women.
Why is this important?
Because the result is knowledge gaps which ultimately manifest as confidence gaps.
When asked about their EV knowledge, male respondents declared a lower lack of knowledge in every area offered to them, as seen below.
Two of the biggest gaps here are pretty fundamental to car ownership: how they drive and how long they take to charge, so they are clear focus areas for improvement.
The third, their environmental benefits, also has a ten-point difference between men and women. This is in direct contrast to gendered behaviour outside of automotive, where the findings are reversed. For example, in 2018, Mintel declared the existence of an “eco gender gap”, claiming that 71% of women try to live more ethically, compared to just 59% of men.[1]
Our research supports this, finding that more women stated environmental benefits as a potential reason to go electric in the future.[2] And yet, nearly a third of women selected environmental benefits as a knowledge gap – another clear focus area for improvement.
As one research participant commented:[3]
“I wanted to get an EV because it felt like the right thing to do. I put off buying one for years though because it felt like too much of a hassle to look into.”
Knowledge gaps, whether real or perceived, lead to confidence gaps, resulting in inaction. In this case – not getting onboard the electric journey.
Nearly a third of our surveyed women (29%) agreed that they “just don’t know enough about electric vehicles” compared to 18% of men.[4] Similarly, nearly half of women agreed with the statement “I find them confusing (e.g. charging, how they work)” compared to just one third of men.[5]
One research participant demonstrated these concerns, stating:[6]
“There are a lot of unknowns that I still don’t really know the answer to”
Another shared that, due to “typically” having lower interest in cars:[7]
“I think women will just find it easier to stick with what they know”
And, as predicted, lack of confidence leads to inaction with nearly two thirds of women agreeing that they “don’t know enough about EVs to confidently buy one” compared to 47% men.[8]
Why is this happening?
Electric vehicles aren’t connecting with the majority of women for a variety of reasons, so these knowledge and subsequent confidence gaps aren’t surprising. However, not only is the content not resonating with women, but it also appears they are seeing less of it.
One of the most revealing findings was that almost double the number of men will find out about their next car in non-car related publications (for example health or fashion magazines) compared with women.[9]
So not only are we saying the wrong things, we’re saying them in the wrong places.
This comment from a research participant shows how far we’ve got to go:[10]
“Everything I’ve seen online about EVs either doesn’t mention women or is framed in a really negative, miserable way. I saw an article the other day that had a picture of this sad looking woman charging her car – it doesn’t exactly make it look fun!”
Of course, this isn’t to say that everything about EVs on the internet or in the media is negative – it’s that this female research participant has only been exposed to the bad stuff, a perfect example of why saying the right things in the right places is vital.
Unfortunately, many sources of traditional car information still feel unwelcoming to the majority of women, who are nearly half as likely to turn to car magazines/newspapers when carrying out research than men.[11]
When asked where they do their car research, the biggest difference between men and women was the proportion who selected family/friend recommendation – 41% of women compared to just 29% of men.[12] This suggests that for many women, information from the original source doesn’t feel like something they can connect with – linking to the historical barriers experienced by women.
One research participant voiced these feelings clearly:[13]
“I find websites that are dedicated to cars really quite overwhelming. They are heavy on the information, difficult to read, and filled with jargon…I don’t know what a power charge turbo engine means! I need something more entry level, in lay person language.”
2. Erin’s summary:
Women suffer from a greater lack of EV knowledge than men, because car content has traditionally been created by and for men, on enthusiast media platforms. This lack of information creates a greater lack of confidence, which is a huge barrier to purchase. Ouch.
3. Charging fears – not new, but nuanced.
Concern about EV charging is not news. Uncertainty about how far you can get, where and when you’ll be able to charge and for how much, plague most EV news pieces, personal anecdotes and product reviews in some way or another.
But looking at how these concerns - both perceived and real - manifest differently based on segmented demographic groups is vital to understanding how to make electric feel like a good choice for the majority of drivers, and therefore unlock mass adoption.
Firstly, let’s take the general notion of having - or not having - the fuel to get around when you need it. Historically, a problem that could be fixed within minutes at a petrol pump.
When asked about EV ownership concerns, 43% of women agreed that they were worried about electric charging times compared to just 35% of men.[1] This exemplifies the findings that in general, women are more likely to view EVs, and charging in particular, as “risky”.[2]
For example, women were more inclined to consider what could go wrong with almost half (49%) of women agreeing with the statement “I’d worry it might not be charged when I need it (e.g. in an emergency)” compared to just 39% of men.[3]
And in real life, what does this concern look like?
One of the research participants said:[4]
“I know it would be easy to charge it whenever I get home, but I can’t help worrying about what might happen if I forget. I might end up stranded in an emergency!”
Another had a more specific concern:[5]
“Our youngest daughter has health issues, and we have a fair few panics with her. Say she had a meningitis scare – that can happen really suddenly. We need to know we can get in a car and go to the hospital quickly. It would be a disaster if we had an EV, and it hasn’t charged properly.”
Although this specific example is an extreme case, there’s plenty of data to highlight that in general, caring responsibilities, covering everything from managing the family calendar (including medical appointments) to anticipating needs of others, fall to women. In 2022 The Centre for Progressive Policy shared that “nearly half of working-age women are providing an average of 45 hours of unpaid care every week, while 25% of men provide 17 hours.”[6]
So, it’s unsurprising that one of our research participants worried that any extra household burden will fall to women:[7]
“Because I feel like, more often than not, it would be the woman of the household that takes on the burden of the mental load for the family, and this is just another thing to worry about that I know will fall to me.”
And it’s not just in terms of household burden that this concern manifests – another participant questioned how it will change her overall relationship with jumping in the car:[8]
“Will it take all the spontaneity and freedom out of driving? I’ll have to plan every journey a lot more.”
This is where the second area of charging concern comes to the fore: public charging. We know this is a big issue with almost 40% of car buyers citing charging infrastructure as a barrier to buying an EV.[9]
Specifically, our research uncovered that 47% of all drivers don’t feel there are enough charging points for electric vehicles[10], and this was brought to life by multiple research participants:[11][12]
“They call it range anxiety don’t they, when you’re driving around in your electric vehicle frantically trying to find a charging point before it runs out of charge? It’s not like you can carry around a jerry can of electricity!”
“When I really started looking into it, I realised how bad the charging infrastructure is in the UK- I decided that I just wouldn’t be able to take it for long journeys in case I run out of charge.”
While coverage and reliability are shared concerns for all drivers, when looking at specific worries women have about public charging, there is one area in particular that stands out – safety.
Only 43% of women agreed that they would feel safe using public chargers, for men this figure was 53%[13] and whilst neither number is particularly high – highlighting a clear issue for public charging operators to address – the data clearly shows that this is a gendered issue.
Looking at these concerns through both a gender and age lens, it is women over 55 who are the least likely (just 33% agree) to feel safe. This is 14 percentage points below women in both the younger age categories, where 47% agreed.[14]
Finally, home charging – research found women were “less keen to deal with home installation challenges”[15] and participants shared a variety of concerns around home charging, from the technical specifics:[16]
“I’ve bought the EV but still need to sort out the home charging. I’ve just heard I might need to ‘upgrade my fuse box’ so I’m terrified I won’t have any way to charge the EV when it arrives!”
To the extra, unexpected sacrifices:[17]
“Then there’s the additional consideration of how to set up the home charging- I don’t want to take off loads of time from work so I can be at home while that’s installed…”
To the cost and overall extra work required:[18]
“I couldn’t believe it when they said I’d also have to buy my own charger. I’m spending thousands and you want me to sit on the phone with an electrician and arrange for them to come over and install the thing, AND I’ve got to pay for it?!”
It’s clear charging concerns are pervasive for all drivers when considering EV ownership, but this research has uncovered clear areas where women experience these barriers to varying degrees and in different ways.
3. Erin’s summary:
Safety, perceived or real, is a huge barrier to EV uptake by women. That includes everything from charging the car in secluded spots at night, to the wider fear of running out of charge, and the consequences of that, whether it’s being stranded with kids on a motorway or not getting a relative to hospital. Women have more of the primary caring roles in society than men, so these risks are both heightened and more real for them.
Barriers - Summary
Many barriers to going electric are not exclusively faced by women, but they weigh more heavily on women attitudinally, logistically and socially and therefore we’re more likely to see women being left behind.
Attitudinally, women are historically less enthused by cars as a desirable product, so EVs simply don’t inspire female consumers to splash the cash. Risk-averse attitudes also play an important role here.
Logistically, women display less appetite for sorting home chargers, navigating public charging and the general admin that comes with an EV.
Socially, women are more likely to be carrying extra household burdens and/or care responsibilities which add extra layers of consideration, and they are also less keen to engage with the automotive industry in order to find out more.
Women know this change is coming, but they don’t feel like they are ready for it, or excited by it.
How do we help them feel ready?
Solutions
In order to help more women feel connected with electric cars and ensure women aren’t left behind, we need to understand what women value and what they want. We need a tailored approach in order to address the right selling points for each distinct demographic, and crucially, acknowledge the equal importance of each segment.
There’s plenty of opportunity to turn this around, and a variety of tactics and solutions available, to ensure women are not left behind on the electric journey.
1. Showcase EVs in a variety of spaces.
Men are more likely to read about cars in non-car publications than women. We know this reflects historically poor relations between women and cars, which have led to a lack of female appetite for car content, but the advent of electric vehicles offers an exciting opportunity to expand automotive content in women’s lifestyle media.
But how? It might not feel like a natural fit.
Our research participants have offered some ideas:[1]
“You could talk about EVs in news articles in the sustainability section of, you know, Apple news and things like that.”
“I don’t really want to spend my time reading long write ups on the pros and cons of EVs. I’m a really visual person, so I would always watch a video before reading. I do most of my research on YouTube and if you were to do a glossy, fun video of a ‘step by step guide to buying an EV’ then I’d definitely watch that.”
“I’m really not that into cars and wouldn’t research to the nth degree: I don’t read magazines, I don’t watch Top Gear.”
“I need something more entry level, in lay person language.”
Influencers are also a great option for engaging women. The Digital Marketing Institute found that 86% of women use social media for purchasing advice[2] and with AdWeek reporting that 53% of women made purchases due to influencer posts, it’s clear this is a powerful channel to reach female consumers.[3] This also complements the focus on social proof, which it appears women value, at least specifically in relation to car purchases.
1. Erin’s summary:
Empower women with EV information before they are in market for their next car, and in publications, on platforms and at events where they are already comfortable. The true influencers for women are friends and family, so spread the message far and wide, across all lifestyle verticals.
2. Focus on affordability.
When it comes to affordability, the second-hand electric market is a vital part of the equation. Despite the battery health concerns currently stopping consumers from making the switch, used EVs are likely to be how most consumers buy electric cars – just as is the case with the previous markets.
For more information about the state of the used electric market, see the Auto Trader Road to 2030 report. In summary, there’s still a big price gap between average electric and petrol/diesel price points. For example, there’s a 28% jump in price between a one-year-old EV and its petrol equivalents.[1]
However, there is some good news. In some age brackets, the upfront price gap has closed considerably, with some electric models now being cheaper than their ICE equivalents, for example - the Jaguar F-PACE and I-PACE, where the electric model is now approximately £600 cheaper than the petrol.[2]
Also, as of April 2023, one in four used EVs for sale on Auto Trader is under £20,000 – one of the most popular price points – which is up from just 7% in August 2022. In mid-April 2023, the average price of a used EV was £31,767, down from £40,728 in July 2022, whereas the average petrol/diesel used car was £17,888.[3]
Although some of these differences are still significant, they are less steep than in the new car market and we expect to see the gap continue to soften as the market matures and battery technology improves.
Demonstrating total cost of ownership benefits is a vital way to frame electric cars as an affordable option. This considers not just the upfront cost of the vehicle but also ongoing costs including insurance, fuel, servicing and road tax. In many cases, EVs provide a lower total cost of ownership than traditional cars.
For example, when comparing the total cost of ownership of an (electric) MG4 and a comparable petrol model – the Citroen C4 – there’s a £7,686.27 saving in favour of the MG over a three-year period, this contrasts an upfront electric premium of over £1,500.[4]
Sample of total cost of ownership comparisons[5]
Running costs play a significant part in this, so factors such as how far you drive and where you charge will have measurable impacts.
However, despite the fact they are more likely to talk about price[6], it appears that many women are unaware of total cost of ownership benefits. Female EV drivers were almost twice as likely to describe EVs as “cost effective” compared to female non-EV drivers and similarly, female EV owners were nearly three times less likely to describe EVs as “expensive”.[7]
Running costs have traditionally strongly been in favour of EVs and, even with recent energy price surges and stabilising fuel prices, this is still the case - albeit to a lesser extent. As of April 2023, running costs (insurance, fuel, tax, servicing) for EVs were £86 cheaper per 1,000 miles.[8]
Another, more affordable, route into driving an EV is through leasing.
For example, drivers can avoid high upfront payments and break down costs into monthly chunks. You can also include regular maintenance within your lease agreement –allowing consumers to pay one monthly bill for vehicle and maintenance costs, spreading costs across the whole agreement – an attractive option for a demographic group who focus more on price.
Leasing also provides a high level of flexibility which can help to ease the “risky” feelings associated with going electric. Flexibility comes from low initial costs, the lack of balloon payment at the end of the agreement and no concerns about depreciation or selling the car at the end of the agreement. Another way leasing can make EVs feel less “risky” is that the vehicles will be covered by manufacturer warranties.
These alternate routes to talking about the price and affordability of electric cars need to be centred in communications in order to better engage women.
2. Erin’s summary:
Many women are totally unaware of the lower running costs of EVs compared with their petrol or diesel counterparts. It’s crucial we help them understand this financial benefit, in order to mitigate the higher purchase price of an electric car.
3. Leverage social proof.
When asked how likely they were to recommend their EV, 85% of electric owners said they would be at least somewhat likely to recommend their car.[1]
By comparing attitudes of EV owners and non-EV owners on a range of topics, we can bust common electric myths and uncover some, perhaps unexpected, benefits that will better engage women.
The fact that women were more likely than men to turn to someone they know for advice suggests a stronger emphasis on social proof, so promoting benefits extolled by current drivers should be a powerful tool in engaging women in electrification.
And we heard this from a research participant too:[2]
“There’s probably loads of really great things about EVs that I don’t know about because I look online and only read the negatives. It’d be nice to hear an actual owner tell me what her life looks like with one.”
Let’s start with word association.
We asked female drivers which words they would use to describe electric vehicles and overall, those who owned EVs were much more positive than those who don’t.[3]
This shows a measurable difference between the perception and reality of living with an EV. The most significant difference was the “expensive” option where over two thirds of non-electric owners agreed, compared to just a quarter of owners. Also, while three quarters of non-EV female drivers agreed that EVs are too expensive, only half of female EV owners agreed, another disparity between perception and reality.[4]
Price is a key area of interest for women when considering their next car purchase so it’s vital findings like these reach the right audiences.
And it’s not just that EV owners are more likely to be positive about EVs: we also asked owners what their perceptions were before they went electric, and they were in a similar boat to the non-owners.
For example, over half were concerned about installing a charge point at home, 57% worried about the distance they would be able to travel, 60% were concerned about public charging and over two thirds were concerned about charging times.[5]
One key area of difference, unsurprisingly, was that only 9% of EV drivers strongly agreed that they didn’t know enough about electric vehicles. [6]
Female owners were less likely to describe EVs as technologically advanced with just over a third (37%) agreeing, compared to 42% of non-EV owners.[7] As the focus on technology has the potential to disengage women from electric comms, the fact it’s less front-of-mind for drivers suggests the technology will be more accessible than some might think.
To really understand what electric life is like, we asked EV owners what benefits they’d experienced since making the switch:[8]
This uncovered a totally new benefit: “I don’t need to visit fuel stations”.
Nearly a third of EV drivers love that they don’t have to fill up at the pump and this benefit was more important for women than men.[9] It’s unclear if this is due to the time saved or avoidance of petrol fumes, but it’s this kind of lifestyle benefit that has the power to change the electric narrative and connect with women.
One consumer voiced this benefit clearly:[10]
“No more smelly petrol stations, having to walk through spilt fuel, then queue in a grotty shop.”
To provide balance, we also asked what issues they had encountered, and the top answers related to public charging being either busy or broken when they wanted to use it. Despite these being the top issues, only 22% of female EV owners reported encountering these.
So, fear and uncertainty about being able to get where you need to go was a big barrier, and yet, in reality, less than a quarter of EV drivers experience these problems. When asked about potential barriers to buying an EV, less than a quarter (22%) of EV drivers mentioned public charging issues.[11]
Interestingly, when asked what hesitations they had before going electric, almost two thirds (63%) agreed they were concerned about the number of public charging points – another discrepancy between perception and reality.[12]
Significantly, more EV drivers reported the no-more-petrol-stations benefit than flagged issues with public charging. That is extraordinary considering the current negative discourse around public charging. In fact, female EV drivers were more likely say they enjoyed not having to go to the petrol pumps than mention any other downside of driving an EV.
3. Erin’s summary:
Women are more influenced in their next car purchase by their friends and family than men, so one female EV convert is worth her weight in gold. Women love the performance, low running costs and waving goodbye to smelly fuel forecourts.
4. The importance of test drives
We’ve heard of a few different compounding problems throughout this report and test drives are another case in point.
Female research participants were clear in their feelings about test drives:[1]
“Test driving is not exciting to me. In my head a car is to get you from A to B, I want to like it but I’m not a car fanatic.”
“It didn’t even occur to me to do a test drive- I did all my research online. I don’t want to sit in a car with a salesman trying to make me buy it.”
“I only test drive once I’m about 99% sure I’m going to buy the car anyway. It’s not part of my decision making really- it’s just something I feel like I should be doing.”
When asked why they felt so negatively about test drives, women reported a “disinterest in technicalities” and a “worry this gives the dealer an opportunity to pressure purchase”.[2]
Why does this matter?
Because those who did buy electric, specifically talked about test drives as a “eureka” moment when they become “converted to EVs”[3]
This suggests we should place a greater emphasis on test drives when marketing to women. And not just as an instruction, but clearly explain the benefits and use social proof again to land this point.
4. Erin’s summary:
The reality of EV ownership is nearly always far more positive than the perceived fears during research. It’s all about persuading reticent women to take test drives, and that resulting eureka! moment.
5. Reduce fear and eliminate risk
As with any new technology, there will be confusion and uncertainty at the beginning, but it’s time to address these and use evidence to build confidence in electric vehicles.
For example, battery life and long-term health is a hot topic with new data points released regularly. There is a common misconception that car batteries will function much like phone batteries, where performance noticeably drops off in just a few years.
However, multiple data studies show this is not the case. At seven years old, the average Tesla battery still provides approximately 93% of its original capacity and range, according to a recent study.[1]
Similarly, the Technical University of Munich have released figures showing that after approximately ten years’ use, the battery in the Volkswagen ID3 was still at about 90%.[2]
As more and more data becomes available, it’s vital this is widely shared to boost confidence in the long-term viability of EVs and specifically the used car market which offers an affordable route into EVs. Currently, car buyers who have reservations about used EVs are most concerned about battery health with 79% of buyers stating concerns about battery reliability and degradation.[3]
This is a key area where EVs can be made to feel less “risky”.[4] When asked what impact improvements in battery technology would have on their EV consideration, 45% of women stated they were slightly more likely to consider EVs knowing this, compared to 38% of men.[5]
Auto Trader is calling for a universal system to monitor and compare battery health on individual vehicles which will help buyers make informed decisions on their next purchase. As and when something like this occurs, it’s vital it’s designed with all segments of society in mind and that it’s promoted across a range of media and platforms.
5. Erin’s summary:
We must all start talking about the battery health of used EVs, and find lifestyle ways to talk about it in non-automotive publications, that don’t rely on jargon like kWh. A lot of women aren’t even aware used EVs are a thing....
“It would be good to hear more about home charging: what the ports are like, if they save you any money, if there’s a way to get them cheaper. It would be interesting if the energy companies could tell us more about how we can charge it up more cheaply and just give us general info on how they work.”
“I think British Gas […] could break everything down for you: like the cost of the home charger, energy usage, they could cover it all.”
6. Simplify home charging – featuring Hive from British Gas
We asked our research participants how home charging could be simplified, and they had a few suggestions:[1]
As the UK's biggest matchmaker connecting car buyers with their perfect vehicle, Auto Trader has also explored how we can help match EV drivers with their own home charger in order to simplify the overall buying process. We’ve just launched an EV charging tool, which is an extension of our market leading experience designed to connect EV buyers with a charging solution that suits their needs. The tool is simple to use, input which EV you have bought or are planning to buy, answer four questions based on your needs, and we will tell you which charging solutions are perfect for you and your vehicle.
Check out Hive’s new charger, the Alfen Eve, on this tool here.
6. Erin’s summary:
A lot of women cannot believe that, having done all the hard research into the right electric car, they then have to begin the process again to choose a home charger. We have to simplify the process for them and pull both conversations into one easy journey.
As previously mentioned, this report was created in collaboration with Hive from British Gas. British Gas are well positioned to provide a simplified home charging solution where consumers can sort their tariff, charger and installation all in one place – addressing key concerns of complexity and confusion raised by research participants.
By using a simple 3-step process, Hive explains upfront to consumers exactly what they can expect from the home charger installation process.
The process:
Conclusion, by Erin Baker, Editorial Director
Wow, there’s a lot of work to be done! But that means there’s a lot of opportunity, too. Opportunity to introduce huge swathes of the population to the joys of electric driving and ownership, and a huge opportunity, in doing so, to fundamentally change the way we talk about, market and sell cars to women.
Electrification isn’t a slow evolution of motoring: it’s a radical revolution and requires commensurate action from the industry to ease consumers through the transition.
We cannot continue to tread the same path, in terms of language, jargon, the media platforms we use, the advertising images we create, the proactive campaigns we dream up or the way we talk to female drivers. We need to respond to the data in this report, and start thinking outside the box, or women will be left behind on the road to 2030.
Car brands have created some truly exciting, gratifying, gorgeous electric cars which are a delight to drive and own, and which, crucially, don’t contribute to air pollution. The designers and engineers have done their bit.
Now it’s time for the rest of us, who provide that vital link between product and consumer, to forge a new way of communicating with female drivers. With a new tone of voice, a genuinely empathetic approach, and a willingness to go out to female consumers and talk to them where they exist, about the worries they have, we can turn around the negative sentiment, the anxiety and scepticism. We can make researching, choosing, financing and owning electric cars the truly enjoyable experience it should be.
At Auto Trader, we’re embedding these findings into our user research processes and our content guidelines as well as focusing on cultivating female talent by launching a content internship dedicated to women.
If we are passive, or if we claim to be gender neutral without examining the data, then adoption of electric cars will continue to falter, until the moment consumers have no choice and it simply becomes yet another challenging car purchase. Faltering adoption is not good for the UK automotive industry but it’s also not good for the environment, public health or social equality.
It’s time to hit the road, with everyone on board.
Notes to editors
About Auto Trader
Auto Trader Group plc is the UK's largest automotive marketplace. It listed on the London Stock Exchange in March 2015 and is a member of the FTSE 100 Index.
Auto Trader’s purpose is Driving Change Together. Responsibly. With the largest number of car buyers and the largest choice of trusted stock, Auto Trader’s marketplace sits at the heart of the UK car buying process. That marketplace is built on an industry-leading technology and data platform, which is increasingly used across the automotive industry. Auto Trader is continuing to bring more of the car buying journey online, creating an improved buying experience, whilst enabling all its retailer partners to sell vehicles online.
Auto Trader is committed to creating a diverse and inclusive culture, it aims to build stronger partnerships with its customers and use its voice and influence to drive more environmentally friendly vehicle choices.
For more information, please visit: www.plc.autotrader.co.uk
References
Introduction
[1] For the purposes of this research, we asked respondents if they identified as male/female/other/prefer not to say. Our intention with this research is to highlight the lived experience of women in comparison to men and so therefore we focused on responses from those who selected “male” and “female”.
Throughout this report we use women/woman and men/man as nouns and female/male as adjectives in relation to the way respondents identified themselves in the survey.
Auto Trader recognises not everyone fits into these binary categories and we’re working on how to incorporate this into future research projects.
[2] https://www.gov.uk/government/statistical-data-sets/nts02-driving-licence-holders accessed 22nd May 2023.England only.
[3] LinkedIn consumer comment. January 2023.
[4]Auto Trader New Car Survey. 2021.
[5]Auto Trader Car Buyers Tracker. September 2022.
[6]Auto Trader New Car Survey. 2019.
Barriers
1. Excluding women - a chance to address errors of the past
[1] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. Male respondents = 1949. Female respondents = 2040.
[2] Auto Trader Car Buyers Tracker September 2022 (n=1279).
[3] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023.
[4] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 4.2.
[5] 23% of women vs 13% of men.
[6] Auto Trader internal data using Ofgem domestic electricity prices and government petrol prices for comparison.
[7] Auto Trader internal data. May 2023.
[8] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 4.2.
[9] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 2.3
[10] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 1.3
[11] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 2.4.
2. Exclusion leading to inaction - knowledge and confidence gaps
[1] https://www.mintel.com/press-centre/the-eco-gender-gap-71-of-women-try-to-live-more-ethically-compared-to-59-of-men/ accessed 11th May 2023.
[2] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. 47% of women selected environmentally friendly as a reason compared to 43% of men (n=2882).
[3] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 2.4.
[4] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. 29% of women agreed compared to 18% of men.
[5] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. 45% of women agreed vs 34% of men. [Net agree]
[6] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 3.3.
[7] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 4.3.
[8] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. “I don’t know enough about EVs to confidently buy one” – 47% of men agreed vs 62% of women. Net agree.
[9] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. 13% of men compared to 7% of women.
[10] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 5.3.
[11] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. 14% of men compared to 8% of women selected “magazines or newspapers” as a source.
[12] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. 29% of men compared to 41% of women selected “Friend/family recommendation” as a source.
[13] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 5.3.
3. Charging fears - not new, but nuanced
[1] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents, answer is from 419 electric vehicle owners who were asked about what concerns they had before they owned an EV. April 2023.
[2] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 2.7.
[3] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023 (n=1077).
[4] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 2.8.
[5] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 2.8.
[6] https://www.theguardian.com/world/2022/mar/31/almost-half-of-working-age-women-in-uk-do-45-hours-of-unpaid-care-a-week-study accessed 3rd May 2023
[7] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 2.7
[8] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 2.7
[9] Auto Trader Car Buyers Tracker. September 2022. 39% of non-EV considerers and 37% of EV considerers cited “Lack of infrastructure for charging” when asked “What, if any, reservations do you have about EVs?”
[10] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. “There aren’t enough charging points for electric vehicles” 47% agreed with this statement as a key aspect stopping them buying an EV.
[11] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 2.8
[12] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 2.8
[13] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. Net agree.
[14] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023 [n=2040].
[15] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 4.2.
[16] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 2.10
[17 Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 2.10
[18] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 3.5
Solutions
1. Showcase EVs in a variety of spaces
[1] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 7.6, 5.3, 4.3
[2] https://digitalmarketinginstitute.com/blog/20-influencer-marketing-statistics-that-will-surprise-you accessed 12th May 2023.
[3]https://www.adweek.com/performance-marketing/53-of-women-made-purchases-due-to-influencer-posts-survey/ accessed 12th May 2023.
2. Focus on affordability
[1] Auto Trader Internal Data. April 2023.
[2] Auto Trader internal Data. April 2023.
[3] Auto Trader internal Data. April 2023.
[4] Data source: KWIKCarcost 15th May 2023. Calculated using: petrol price as 146.5 PPL, electricity as 34 p per kWh on a 36 Months contract with 30,000 miles. On the road prices – C4 £25,435.00, MG4 £26,995.00.
[5] Data source: KWIKcarcost 15th May 2023. Operating cost over 3 years and 30,000 miles total includes: Depreciation, Servicing, Maintenance & Repairs, Fuel or Charging cost, Funding, Insurance and Vehicle Excise Duty. Petrol @ 146.5 pence per litre / Diesel @ 159.39 ppl & Electric @ 34p per kWh.
[6] 23% women vs 13% of men.
[7] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. Question B3. 26% of owners compared to 67% of non-owners (n=1617)
[8] Auto Trader internal data using Ofgem domestic electricity prices and government petrol prices for comparison.
3. Leverage social proof
[1] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. On a scale of 1-10 with 1 being extremely unlikely and 10 being extremely likely, 85% of respondents scored between 6 and 10.
[2] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 5.5.
[3] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023.
[4] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. 53% of female EV owners vs. 78% of female non-EV owners (n=1617).
[5] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. “To what extent do you agree with these statements about hesitations you may have had before buying an electric vehicle?” (n=129) [Net agree]
[6] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. “To what extent do you agree with these statements about the hesitations you may have had before buying an electric vehicle? (n=129) 9% female EV owners strongly agree
[7] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. Question B3. (n=1617)
[8] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023.
[9] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. 24% of men compared to 29% of women (n=419)
[10]Auto Trader New Car Award Survey 2023. 225,000 responses.
[11] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. C4 – 20% EV drivers selected “I have turned up to a public charging point but it was busy so I couldn’t use” 25% of EV drivers selected “I have turned up to a public charging point but it was broken so I couldn’t use it” – average of the two calculated as 22%.
[12] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023. C6 (5)
4. The importance of test drives
[1] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 5.5.
[2] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 5.5.
[3] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 5.5.
5. Reduce fear and eliminate risk
[1] https://www.nimblefins.co.uk/study-real-life-tesla-battery-deterioration accessed 11th May 2023
[2] https://www.sciencedirect.com/science/article/pii/S2590116822000133?via%3Dihub#fig17 accessed 11th May 2023
[3] Auto Trader Car Buyers Tracker Sep-22
[4] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 7.9.
[5] Auto Trader No Driver Left Behind survey: nationally representative survey with 4,000 respondents. April 2023.38% of males compared to 45% of female “a little more likely” to consider buying an EV knowing that there are developments in battery technology [n=2882]
6. Simplify home charging – featuring Hive from British Gas
[1] Research carried out by KSBR: Barriers to EV adoption, with a focus on women. Qualitative research findings. February 2023. 7.8, 7.4.