The study found that most drivers across the IMG region are considering purchasing an electrified vehicle1, according to a recent multi-market survey2, with most preferring hybrid technology.
“We commissioned the research so we could gain a better understanding of what customers in our part of the world really think of electrified vehicles1. What appeals to them, what worries them, what would either encourage them to or stop them buying one,” said Kay Hart, president of Ford’s International Markets Group (IMG), which consists of Australia and New Zealand, ASEAN, North and South Africa and Middle East markets.
“This multi-market research highlights that more needs to be done to educate the public about electrified vehicles1, address concerns about cost, range, and infrastructure, and promote the benefits of electric mobility,” said Hart.
Ford’s electrified vehicle1 research2 revealed that people across multiple countries are incredibly interested in electrified vehicles1 and supportive of businesses using them, but there are still concerns around things like charging infrastructure and battery longevity. Key trends revealed by the research include:
Familiarity with electric vehicles3: Two-thirds of respondents classify electric vehicles3 as being ‘fun to drive’, ‘cool’, ‘sporty’ and even ‘easy to own’. Two-thirds of respondents said their opinion of electric vehicles3 had become more positive in the last 12 months, claiming environmental benefits were the key driver for this opinion change. Almost 50 percent of respondents said they’d ridden in an electric vehicles3 while 35 percent said they’d driven one.
Preferred electrified vehicle1 type: All markets surveyed, except for Thailand, selected a hybrid as their top choice ‘if cost was not an issue’, followed by a plug-in hybrid electric vehicle and then a battery electric vehicle.
First impression: Most people surveyed said they would be ‘more likely’ to date someone who drove an electric vehicle3. More than three-quarters of respondents in South Africa, Thailand, the Philippines, Vietnam, and the UAE would choose an electric vehicle3 over an internal combustion engine vehicle to make a good first impression; only 57 percent and 48 percent of Australians and New Zealanders, respectively, would do the same.
Positive sentiment: More than half of the respondents described electric vehicle3 owners as environmentally conscious, forward thinking and tech savvy. Sixty-one percent of respondents from all markets surveyed considered themselves to be the sort of person who would buy an electric vehicle3.
Electrified vehicles in everyday life: Most people surveyed said they would be ‘more likely’ to use an electric vehicle3 to provide grocery deliveries and ride sharing. And the majority in all countries said they would prefer to use an electric vehicle3 for their daily commute.
The cost of electricity: While most respondents agreed an electric vehicle3 will save them money because they’re not paying for petrol, Australia bucked the trend with 60 percent believing that charging an electric vehicle3 at home will have the same impact on their electricity bill as putting petrol into a vehicle with an internal combustion engine.
Plugged in: Most respondents listed a service station as the top choice for public charging sites, followed by a supermarket or shopping centre and then an office building.
Infrastructure woes: Respondents everywhere revealed a lack of awareness of public charging stations near their homes. Forty-five percent of South African respondents said they weren’t aware of any charging stations within 20 kilometres of their home, while a shopping centre ranked highest as the top choice for charger location.
Demanding capability: Petrol and diesel vehicles are preferred for extreme conditions, towing, and off-road driving. However, most respondents said they would be more likely to purchase an electrified vehicle1 if it offered better towing and off-roading capabilities. Some respondents hold concerns an electric vehicle3 can’t carry as much luggage/payload as an equivalent vehicle with an internal combustion engine.
Barriers to purchase: More than three-quarters of respondents believe an electric vehicle3 is just as safe in a collision as a vehicle with an internal combustion engine. However, more than a quarter of respondents believe electric vehicles3 don’t run very well in extreme temperatures with the same number believing that charging stations can fail in extreme temperatures. Respondents also said they would be ‘more likely’ to purchase an electric vehicle3 when range improves, long-term maintenance becomes cheaper and charging infrastructure improves. The life of the battery was also listed as a key concern.
“Ford is committed to offering the powertrain choices that people want. As we introduce more electrified vehicles1 in various countries, this research helps us understand and address consumer concerns,” said Hart. “From the Mach-E to Escape PHEV and E-Transit as well as the coming-soon Ranger PHEV, Ford offers a range of electrified vehicles whether they’re looking for performance, family friendliness or a workhorse.”
Notes
1 Electrified vehicle (EV) refers to hybrid electric vehicles (HEV), mild-hybrid electric vehicle (MHEV), plug-in hybrid electric vehicles (PHEV) and battery electric vehicles (BEV).
2 The survey was conducted by global research and analytics consultancy, Escalent in May 2024 covering 1470 people across Australia, Saudi Arabia, Philippines, New Zealand, South Africa, South Korea, Thailand, Vietnam, and United Arab Emirates.
3 Electric vehicle refers to a vehicle with a rechargeable battery and no internal combustion engine to support it.
