Electric cars are gaining popularity as a cleaner alternative in the automotive industry, with many individuals considering investing in them to lead a more sustainable lifestyle. In cities like London, electric car owners can benefit from exemptions from ULEZ and Congestion Charges up to 2025. However, the industry is facing a gender gap as women are 30% less likely to invest in electric cars due to concerns about costs, practicalities, and safety. Diana Almazova, the head of sustainability at EV charging company Pod Point, emphasizes the importance of including women in the market to ensure its growth and impact in reducing emissions.
Historically, the automotive industry has catered more towards men, leading to a lack of inclusivity in the promotion of electric cars to women. Men are more likely to opt for electric vehicles due to marketing that focuses on technology and innovation rather than safety and reliability, which are key factors for women. Diana highlights the need to break the stereotype that interest in cars is primarily a ‘guy thing’ and encourage more women to join the conversation surrounding electric vehicles to bridge the gender gap in the market.
Women’s purchasing power and representation in the driving population are significant factors that should be considered in the promotion of electric cars. Diana emphasizes that women need more information and knowledge to address specific concerns they may have about switching to electric vehicles. Safety is a key concern for women when considering EVs, and highlighting the safety benefits of electric cars compared to petrol cars could help alleviate these fears and encourage more female participation in the market.
To make women feel more comfortable with the idea of investing in electric cars, Diana suggests connecting with other women who have made the switch to EVs and sharing their experiences. Female-focused communities and resources can provide a balanced view and address concerns about charging, vehicle performance, and overall cost. The industry must also play a role in making electric cars more appealing to women by discussing safety concerns, highlighting convenience and affordability, and amplifying the experiences of women using EVs to inspire others to make the switch.
In order to bridge the gender gap in the electric vehicle market, the industry needs to engage in conversations with a wider audience, including women’s lifestyle media. By addressing women’s questions and concerns, particularly regarding safety, while emphasizing the benefits of electric cars, the industry can make electric vehicles more accessible and appealing to female consumers. By diversifying leadership and decision-making roles within the industry, there can be a greater focus on finding new ways to communicate the benefits of switching to EVs and ensuring that women feel included and valued in the electric car market.
