According to the European Automobile Manufacturers Association, the UK is severely lagging behind the rest of Europe in the adoption of electric vehicles. Last year just 15,510 fully electric cars were sold—a rate of 13.8% growth on 2017, compared to 48.2% growth across the European continent. Many articles cite the uncertainty around Brexit as a key factor. Others blame a lack of infrastructure or shortage of charging points. Some speculate that it’s simply because there is no fun in driving EVs.
Whatever the reason, we believe it’s time to change things.
So, this spring we set out to understand why the UK is falling behind in the European electric vehicle (EV) market and what automotive brands could do to change that.
We asked a nationally representative sample of UK drivers a broad range of quantitative questions designed to ascertain their stage in the EV buying cycle, their perception of brands currently offering or developing EVs, their main barriers and motivators to purchase, and most importantly, the marketing content and channels that would help convert them.
The results were interesting, and in many places surprising. They form the basis of our upcoming report—Electric Is Now.
Designed to highlight the gaps in knowledge that are hampering all but the earliest adopters from making the leap, Electric is Now raises important questions about how we communicate the benefits of the technology to consumers, whilst offering both vital insight and constructive guidance for brands hoping to realise an electric future today.
To celebrate the launch of the report, we’re bringing together leading designers, engineers and marketers at London’s Century Club on October 3rd, to discuss the future of the EV category.
Chaired by our CEO, Matthew Franey, the panel includes:
- Former Jaguar Design Director, Ian Callum CBE
- Executive Director of Global Marketing at Lotus, Simon Clare
- VP and Chief Planning Officer at Aston Martin, Nikki Rimmington
- Former Williams and Ferrari Engineer, Rob Smedley
Register to attend the launch here, or sign up below for an exclusive copy of the report.