The automotive industry is moving towards a new mobility model driven by electrification with the aim of offering more environmentally friendly solutions. Most manufacturers are currently developing electric and hybrid models to reduce their carbon footprint and, although these technologies are not yet the majority options among users, the trend indicates that their acceptance is increasing.
However, car companies face a significant challenge, as various studies reveal that approximately half of electric vehicle owners would not repeat the experience. This data shows that, despite technological advances and growing environmental awareness, there are barriers and challenges that must be addressed to consolidate the mass adoption of these vehicles.
A study conducted by S
These percentages have been obtained after isolating Tesla from the final results to obtain a more realistic picture of the US market. 70% of car owners from Elon Musk's company would repeat the purchase of an electric vehicle the next time they purchase a vehicle, but in general the same does not happen with owners of models from other brands.
Leaving Tesla aside - 6 out of every 10 electric cars circulating in the United States are of this brand - the loyalty rate for zero-emission cars is only 52.1%. That is, half of the users of an electric vehicle will repeat the purchasing experience the next time compared to 47.9% who will once again opt for an internal combustion model when they are going to change cars.
Now, the most worrying thing for electric vehicle manufacturers is that users' attachment to this technology is experiencing a significant decline. In 2021, 81% of electric car owners said they would buy a zero-emission car again.
The high price of electric cars - they are approximately 20% more expensive than similar internal combustion models - is one of the reasons given by the owners of these vehicles to explain their caution. Added to this is the still underdeveloped charging infrastructure and limited autonomy as factors that slow down fidelity to this technology.
Among those who are not willing to repeat, having a traditional or hybrid internal combustion engine vehicle is a way to protect themselves against some of these obstacles, the report cites.
The owners of an electric car from Nissan (63.2%) and Chevrolet (60.6%) are, behind the owners of a Tesla (70%), those who express greater loyalty to this technology. Regarding models, only 37.3% of households that have a Ford Mustang Mach-E purchased another electric vehicle, compared to 45.8% that preferred a gasoline model.
Among the latter, a large portion of them opted for SUV models with traditional engines and hybrids, suggesting that the type and capacity of the vehicle were more important than the fuel used.
The analysis highlights that the predisposition to purchase an electric car again is not exclusive to Tesla, but is observed prominently in premium brands. 72.6% of high-end vehicle owners expressed their willingness to choose a 100% sustainable car again. This could be attributed, in part, to the considerable range of autonomy offered by these vehicles compared to more affordable models.
