The UK is an emerging power in eMobility, but it needs to shift up a gear if it is to ever match Norway’s top-ranking performance.

EVs are seen as a status symbol in the UK – breaking out of the luxury bubble will be key to rapidly accelerating adoption of EVs

PwC’s newly published eReadiness survey found that 55% of consumers are looking to purchase an electric vehicle within the next two years, with lower operating costs, environmental impact and convenience cited as major motives to buy.

But more rapid progress is constrained by lack of incentives and concerns over vehicle cost and charging availability.

In particular, “breaking EVs out of the luxury bubble” will be key to rapidly accelerating adoption – electric cars are seen as a status symbol in the UK and PwC says such an attitude could put the brakes on growth rates unless addressed. This issue will be further exacerbated by the current cost-of-living crisis.

And while the Government and the private sector continue to invest heavily in charging infrastructure, reductions in EV purchase incentives leading to the grant scheme closing in June 2022, could stall wider scale adoption. The report reveals that purchase incentive packages and extensive charging options, including wide penetration of public fast charging points, currently play a significant role in securing Norway’s top ranking eReadiness performance.

Mark Couttie, PwC Consulting automotive leader, said: “There is huge potential for growth across the UK EV market but challenges around perception, cost and charging continue to linger.

“Manufacturers and government need to work together to smash the perception that EVs are the preserve of the affluent middle class. The private sector, for example, could go further in developing mass appeal consumer offers that don’t require such a large initial cash outlay.

“Assumptions around needing to have off-street parking also play into this ‘middle class’ view and it’s crucial that infrastructure development, led by Government, utilities and private sector players, is firmly focused on the needs of the charging masses of the future.”

• Other findings include:
• In the UK the ability to charge at home was identified as a major blocker, as around 7 million households do not have the space to park or charge off-street. This highlights the importance of a range of reliable, accessible and affordable public charging solutions to meet the needs of all consumer segments.
• Charging times, price and convenience stand out as concerns amongst UK consumers, presenting an opportunity for manufacturers in terms of product design and better communication of the options. Government and private sector also have a unique opportunity to provide charging infrastructure that fits around drivers’ behaviour – whether at home, at work, or on the move. PwC added: “The segments we need even more progress on are solutions focused on commercial fleet operators, and affordable on-street parking in residential areas.”
• Satisfaction with the customer buying experience is declining in the UK. While word of mouth is driving people’s interest in EV options – 43% said their buying decisions were influenced by recommendations from family and friends. People need test drives and in-person dealerships to clinch the deal. There is also limited consumer trust in making a purchase of this size online.
• 83% of UK respondents would buy a used EV, second only to Spain at 87%. PwC’s Leading the Charge research revealed the potential for fleet electrification to feed the used car market with more affordable options as they renew fleets every two to four years.

The PwC survey took place across seven European countries including Norway, Italy and Germany. To access the study, click here.