The recent 2024 Global Automotive Consumer Study from Deloitte examines trends shaping the automotive sector in several EMEA markets, including attitudes towards electric vehicles.
Based on a survey of 27,000 consumers across 26 countries, the report indicates that interest in EVs appears to be slowing, in spite of government efforts to transition consumers to more sustainable transport options.
‘High interest rates and elevated sticker prices may be causing consumer interest in EVs to soften in most markets,’ the report states. ‘Despite Original Equipment Manufacturers (OEMs) price cuts and government incentives designed to make them more affordable, a variety of other challenges continue to stand in the way, including range anxiety, charging time, and availability of charging infrastructure.’
SustainabilityOnline looks at ten of the main sticking points for consumers seeking to invest in electric vehicles, and how extensive these concerns are in specific markets.
1. Range Anxiety
The most commonly cited concern is how far an EV can travel on a single charge, with more than half of respondents in Austria (56%), Germany (55%), Poland (52%), and the UK (53%), citing this as a key barrier. This was seen as less of a concern in Saudi Arabia (24%) and South Africa (36%), however.
2. High Upfront Costs
Many consumers cite the initial upfront cost of investing in an EV as a prohibitive factor, with consumers in Belgium (58%), France (53%), and the UK (51%) in particular citing this as an issue. In Italy (29%) and Saudi Arabia (29%), meanwhile, this was less of a concern.
3. Charging Time
While refuelling a traditional ICE vehicle takes a few minutes, charging an EV can take hours depending on the batter and charger type. Charging time was cited as a key issue by consumers in Spain (47%), Austria (46%), and the UK (48%), although this was a concern of at least 40% of respondents in all countries.
4. Cold Weather Performance
With EVs tending to suffer a drop in performance in colder climates, it’s unsurprising that respondents in Austria (42%) cited this as a key concern, however just 19% of respondents in Spain and 21% in Italy answered likewise.
5. Lack of Public Charging Infrastructure
The lack of public charging infrastructure is a much-discussed topic among local governments and public authorities, and unsurprisingly, it ranks highly on the list of concerns related to EVs. Respondents in South Africa (50%), the UK (46%), and Spain (38%) were among those to cite this as a chief concern.
6. Battery Replacement Costs
EV battery performance dwindles with age, and replacing them is often far from straightforward, making battery replacement costs a notable concern for EV purchasers. Consumers in Austria (42%), France (39%), and Spain (40%) were among those to cite this highly.
7. Lack of Home Charging Solutions
With many car buyers living in apartment blocks, or lacking a designated parking space, the lack of home charging solutions can be an obstacle to EV purchasing. More than two-fifths of consumers in Austria (44%), Germany (41%), and South Africa (41%) cited this as a potential problem.
8. Uncertainty About Resale Value
Unlike traditional vehicles, the resale value of EVs isn’t always assured, meaning it ranks among the top concerns cited by respondents. Consumers in South Africa (25%), Austria (24%), and Germany (21%) cited this most frequently.
9. Safety Concerns with Battery Technology
We’ve all heard the rumours about EV batteries overheating to the point of combustion, and safety concerns related to battery technology rank highly among consumers in Germany (32%), Saudi Arabia (30%), and South Africa (32%).
10. Need to Plan Trips More Carefully
Linked to range anxiety and charging availability, the fact that EV owners often have to plan their routes more carefully is cited as a concern among would-be EV buyers. This concern is particularly high in Spain (29%), Austria (27%), and South Africa (25%).
Other concerns cited by respondents included the potential for extra taxes/levies associated with electric vehicles; ongoing charging and running costs; lack of knowledge or understanding about EVs and EV technology; lack of an alternative power source at home; end-to-end sustainability; and lack of choice regarding brands/models.
Top Concerns Regarding EVs, by Country
| Concern | Austria | Belgium | France | Germany | Italy | Poland | Saudi Arabia | South Africa | Spain | Turkey | UK |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Driving range | 56% | 49% | 46% | 55% | 45% | 52% | 24% | 36% | 44% | 41% | 53% |
| Cost/price premium | 47% | 58% | 53% | 42% | 29% | 40% | 29% | 42% | 46% | 31% | 51% |
| Cold weather performance | 42% | 30% | 25% | 33% | 21% | 31% | 26% | 32% | 19% | 26% | 31% |
| Increased need to plan my trips | 27% | 25% | 21% | 21% | 23% | 17% | 21% | 25% | 29% | 15% | 33% |
| Uncertain resale value | 24% | 16% | 17% | 21% | 13% | 17% | 20% | 25% | 11% | 17% | 23% |
| Potential for extra taxes/levies on BEVs | 10% | 22% | 16% | 10% | 13% | 13% | 20% | 20% | 13% | 20% | 15% |
| Time required to charge | 46% | 45% | 45% | 40% | 40% | 44% | 37% | 45% | 47% | 41% | 48% |
| Ongoing charging and running costs | 27% | 31% | 28% | 27% | 24% | 33% | 27% | 31% | 28% | 24% | 33% |
| Cost to eventually replace the battery | 42% | 39% | 39% | 38% | 38% | 39% | 34% | 39% | 40% | 34% | 42% |
| Lack of knowledge/understanding of EVs | 19% | 17% | 13% | 15% | 17% | 17% | 30% | 33% | 19% | 13% | 22% |
| Lack of public charging infrastructure | 37% | 38% | 31% | 37% | 34% | 35% | 34% | 50% | 38% | 37% | 46% |
| Lack of charger at home | 44% | 35% | 29% | 41% | 30% | 36% | 29% | 41% | 33% | 34% | 41% |
| Lack of alternate power source at home | 31% | 20% | 19% | 22% | 15% | 21% | 25% | 35% | 19% | 23% | 18% |
| Safety concerns with battery technology | 31% | 28% | 18% | 32% | 30% | 29% | 30% | 32% | 23% | 28% | 26% |
| End-to-end sustainability | 34% | 18% | 25% | 23% | 16% | 14% | 20% | 22% | 18% | 15% | 22% |
| Lack of choice regarding brands/models | 10% | 11% | 11% | 10% | 10% | 11% | 16% | 20% | 13% | 14% | 14% |
| Other | 2% | 1% | 1% | 1% | 1% | 1% | 0% | 1% | 0% | 0% | 1% |
Read the full 2024 Global Automotive Consumer Study here.
