As the UK’s 2030 ban on new petrol and diesel cars approaches, two new studies shed light on the complex push and pull factors influencing consumer attitudes toward electric vehicles (EVs).
While rising energy costs are deterring many from making the switch, controversial public figures opposing EVs may inadvertently be boosting support for them, according to the findings.
Energy costs: a major barrier to EV adoption
A nationally representative survey of 2,000 UK adults, conducted by digital car finance lender Carmoola, reveals that rising energy prices are a significant barrier to EV adoption. The research found that 28% of respondents — equivalent to approximately 14 million drivers — would only consider purchasing an EV if their annual energy bills dropped by £100 or more.
The average UK household currently pays £1,738 per year for gas and electricity, a figure that has risen sharply in recent years. The last time energy bills were £100 lower than today’s average was in March 2022, before the price cap surged by 54%. For some, the required reduction is even steeper: 7% of respondents said they would only consider an EV if their energy bills dropped by £500 or more annually. On average, Brits said they would need a £158.83 reduction in energy costs to make the switch.
Despite these concerns, 20% of respondents said they would still consider buying an EV even if energy prices remain at current levels. However, over a fifth (22%) of drivers said they would never consider an EV, regardless of energy bill fluctuations. The survey also highlighted a generational divide, with younger drivers (aged 25-34) showing the most openness to EVs, while a third (33%) of those aged 55 and above said they would never make the switch.
Aidan Rushby, founder and CEO of Carmoola, said: “Rising energy costs are clearly making people think twice about switching to electric vehicles. While EVs remain cheaper to charge at home than at public stations, energy price hikes are eating into these savings. With the 2030 ban on new petrol and diesel cars looming, the government and energy regulators need to ensure that the mass adoption of EVs is supported. Transparency and affordability are key to encouraging the shift toward greener transport options.”
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By GlobalData
The Farage Effect: controversial figures boost EV support
While energy costs are a significant deterrent, new research by Persuasion UK suggests that opposition from controversial public figures may be having the opposite effect, inadvertently driving support for EVs. The study, which involved baseline polling of 4,000 people and randomised message testing of nearly 6,500 individuals, examined how different public figures influence attitudes toward EVs.
The findings revealed that consumer champions and environmentalists, such as Greg Jackson (CEO of Octopus Energy) and Sir David Attenborough, had the most potential to sway public opinion against EVs when associated with anti-EV positions. Greg Jackson, for example, caused a net 12% drop in support for EVs when he was linked to an anti-EV stance.
However, divisive figures perceived as anti-environment, such as Nigel Farage, Wael Sawan (CEO of Shell), and Andrew Tate, had the opposite effect. When associated with anti-EV positions, Farage caused a net 8% increase in support for EVs, while Sawan and Tate caused net increases of 6% and 4%, respectively.
Steve Akehurst, director of Persuasion UK, explained: “The most likely explanation is that most people support EVs on environmental grounds but have concerns about affordability and practicality. Support from trusted consumer voices helps quell those concerns, whereas opposition from trusted environmental voices damages the ‘brand’ of EVs. But public figures who are perceived to be extreme or anti-environment, such as Nigel Farage, make anti-EV positions undesirable, repelling rather than attracting support.”
A nation divided on EVs
The research underscores the nuanced attitudes of UK consumers toward EVs. While nearly half of all drivers either own an EV or know someone who does, and 55% feel positive about them, around 40% have practical concerns over cost and convenience. The findings suggest that trusted voices who address these concerns are far more influential than controversial figures attempting to turn EVs into a culture war issue.
Akehurst added: “Amongst all the noise, it’s easy to forget how ‘normal’ most of the UK public is. The vast majority are instinctively pro-EV on environmental grounds but have concerns about cost and convenience. Trusted voices who deal with these concerns are far more influential than controversial figures who are perceived by most to have undesirable views. In truth, people who try to turn EVs into a culture war issue are on a hiding to nothing.”
The road ahead
As the UK moves closer to its 2030 deadline, the findings from Carmoola and Persuasion UK highlight the dual challenges of affordability and public perception. While rising energy costs remain a significant barrier to EV adoption, the unexpected influence of controversial figures suggests that attempts to politicise the issue may backfire. For policymakers and industry leaders, the key to accelerating EV uptake lies in addressing practical concerns and leveraging trusted voices to build confidence in the transition to greener transport.
