NFDA consumer survey charts growing acceptance of EVs

British society is at a tipping point where the price of electric vehicles (EV) and their environmental benefits are balancing each other in consumers’ mind.

The National Franchised Dealers Association (NFDA), which represents franchised car and commercial vehicle retailers across the UK, commissioned YouGov in late September to explore current consumer perceptions of franchised dealers and their competitors as well as understand consumer behaviour.

One of the areas the survey sought to explore was attitudes towards electrification. It found that price remains the biggest barrier to entry to buying an EV with 62% of consumers saying that is the case while 57% cited the lack of charging infrastructure in the UK and 54% had concerns over battery life in existing EV models.

However, the two main reasons to purchase an EV were the running cost advantages (42%) and the environmental benefits (36%), demonstrating that there is a careful balance between price and the environment which needs to be negotiated in the minds of UK drivers.

When dissecting the data by age brackets, the majority of respondents that were not interested in buying an EV all together were over the age of 35. In particular, 60% of those over 55+ years old stated that they were not interested. The younger generation showed more positive inclinations that they would like to switch, with 71% of 18–24-year-olds interested in buying an electric vehicle.

Sue Robinson, CEO of the NFDA, said: “The Consumer Attitude Survey provides a unique insight into consumer behaviour and industry as the car evolves from internal combustion engine to the electric vehicle. We would urge everyone to take note of apprehensions around the cost of living and understand the balance between price and environment when it comes to the EV transition. Going forward, NFDA will continue to commission the Consumer Attitude Survey every year to track changes in consumer attitudes, building a data set that will inform future decision making.”

The survey also explored current consumer perceptions of franchised dealers and their competitors. Overall, 34% of consumers were satisfied with the performance of franchised dealers with only 6% being dissatisfied. The survey found that consumers chose franchised dealers, compared to other retailers such as independent garages, for a number of factors including: competitive price models (55%), the availability of EV models (31); and quality of service (27%).

It also found that franchised dealers were expected to provide test drive capabilities (73%) and an option for online browsing (52%), demonstrating the vital importance of omnichannel retailing in this sector. Most franchised dealers now operate a Bricks and Clicks strategy meeting this demand from the UK consumer.

“What has been evidenced by some of the online only retailers is that UK consumers still want the ability to come to a dealership, speak with a professional and test drive a vehicle before making a purchase,” it said.

The survey also demonstrated how the cost of living crisis has affected UK consumer attitudes in the sector. In nearly every segment the deciding factor when making a decision was cost - the most important factor when searching online for a dealer - far higher than positive reviews (20%), or customer service (13%). Price was the also the primary reason to choose a franchised dealership with 55% of consumers believing that was the most influential factor.

“It was pleasing to see a high level of consumer satisfaction with franchised dealers and an acknowledgement from the consumer that omni-channel retailing is the future of automotive retailing,” said the NFDA.