Summary
- Men make up 71% of EV owners and 74% of EV shoppers
- Women rely on in-person experiences and only about 30% in the survey were familiar with EVs
- Women have more questions about the overall vehicle ownership experience in addition to range and battery life
- Lack of familiarity with EV powertrains among women has a negative impact on opinions about EVs
- Brands and dealerships need to focus on educating consumers, especially women, to address concerns and assist in the buying process
Article
The Gender Gap in Electric Vehicle Ownership
A recent study conducted by Escalent revealed that men make up the majority of electric vehicle (EV) owners and shoppers, with 71% of owners and 74% of shoppers being male. This is significantly higher than the average for all light-duty vehicles, where men account for approximately 65% of the market. The study also found that while 55% of men were familiar with EVs, only 30% of women shared the same level of knowledge. This gender disparity in EV ownership and familiarity highlights a concerning trend in the industry.
Differences in Research Approaches
The study noted significant differences in how men and women research their future car purchases. Men were more likely to explore their options through online research, videos, online forums, and manufacturer websites, while women tended to rely on in-person experiences such as test drives. This preference for in-person interactions could be contributing to the lower familiarity of women with EVs compared to men. Additionally, women tend to have more questions about the overall ownership experience of EVs beyond just range and battery life concerns.
Education and Familiarity Gap
According to Escalent’s senior insights manager, Nikki Stern, the lack of familiarity with EV powertrains among women has a trickle effect on their overall perception of EVs. Women are less likely to know someone who owns an EV, further limiting their exposure and understanding of the technology. This lack of knowledge can lead to lower opinions of EVs and hinder their adoption. The study found that only 30% of women were familiar with EVs, compared to 55% of men, highlighting the significant education gap that exists in the market.
Addressing Concerns and Assisting Women in the Buying Process
Both Stern and K.C. Boyce, vice president of Escalent’s Automotive & Mobility and Energy team, emphasized the importance of addressing women’s concerns and assisting them in the EV buying process. Brands and dealerships need to understand the specific needs and questions that women have regarding EVs in order to ease their concerns and facilitate a smoother purchasing experience. Escalent’s study revealed that 38% of EV shoppers prefer messaging that prioritizes education over technology, environmental impact, practicality, and emotions.
Closing the EV Gender Gap
In order for the EV transition to be successful and inclusive of all consumers, it is crucial to bridge the gender gap in ownership and familiarity with EVs. This can be achieved through targeted education initiatives, clear and informative communication, and personalized assistance for women interested in purchasing EVs. By addressing women’s concerns and increasing their knowledge and familiarity with EV technology, the industry can work towards a more balanced and diverse EV market that benefits everyone.
Conclusion
The gender gap in EV ownership and familiarity is a significant issue that the industry needs to address in order to promote widespread adoption of electric vehicles. By recognizing the specific needs and concerns of women in the EV buying process, brands and dealerships can create a more inclusive and informative environment for all consumers. Clear communication, educational initiatives, and personalized assistance are key to closing the gender gap and ensuring that the EV transition is successful and accessible to everyone.
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