Using Australian research, to kick the automotive industry into gear three issues must be resolved:
- Education and awareness – With only 16% of people believing that they are adequately informed about electric vehicles there is a real opportunity for the automotive industry to educate them regarding the unique benefits of electric vehicles. There are mixed results when it comes to awareness of brands offering electric cars – 16 % of respondents called out Tesla, 11% Toyota, and 5% BMW, Nissan and Hyundai. Interestingly, when asked to select a brand they thought sold electric vehicles in Australia, 23% selected brands which don’t and 12% reported no manufacturers sell these types of cars in Australia.
- Perceived value – 79% of Australians said price was the key factor to entice them to purchase an electric vehicle. As many as 50% said they would pay only $20-$30K. This is a major barrier to sales considering vehicles at the lower end, such as a Hyundai IONIQ retail from $45K plus on road costs, while a Nissan Leaf costs around $50K. It is, therefore, no surprise that luxury car buyers are driving electric vehicle sales as they can afford to pay the premium.
- Vehicle range and infrastructure – As many as 47% of people believe electric vehicles can only travel 100-300 kms before recharging. Yet, despite most people claiming to drive less than 80kms a day, the dangers of running out of charge on long road trips is a major deterrent to purchase. Furthermore, 77% of Australians say the lack of public infrastructure is another key deterrent. This is demonstrated by the fact that there are only 800 charging stations in Australia, compared to over 6,000 petrol stations.
This is based on research by Nielson on Australian Consumers