Electric vehicle (EV) early adopters tend to be men, younger, and higher income. Skeptics are more likely to be women, trend older, and have lower household incomes.
The data come from a new analysis from Berylls, a consulting firm that works with automakers and suppliers in the automotive industry.
Related: America Splits Into Thirds on Electric Cars
Berylls analysts looked at data from the Ipsos Mobility Navigator – a rolling survey of global attitudes about cars released three times per year. They isolated responses from Americans to get their results.
They found that American attitudes toward electric cars fall into three categories. “Early adopters” – those who’ve already bought an EV – averaged 42 years old. Just 31% of them were female. They had a mean income of $112,690, and 64% lived in a major city.
Related: Study – More People Who Consider An EV Are Buying One
“Considerers” – those “strongly considering an EV as their next purchase” were split almost evenly between the genders. Forty-seven percent were female. They had an average age of 45 and a mean income of $106,910 per year. Forty-nine percent lived in cities.
“Skeptics” – those currently not considering an EV – had an average age of 57. Sixty-one percent were female. Their mean income was $86,890, and just 11% lived in major cities.
The results fit those of other recent studies. An S&P Global Mobility Study examining new vehicle registrations in 2022 recently found that just 28% of EV buyers are women.
The automotive industry can woo some skeptics with range improvements. Skeptics, Berylls found, cited 353 miles as the minimum range they’d accept from an electric car. Early adopters wanted 247. Considers, strangely, were open to less – they wanted 244.
Price reductions might also help, given the income differences. At least temporarily, that measure is trending in the wrong direction to promote EV sales. General Motors just this week announced the end of production for its Chevy Bolt EV and EUV, leaving just one EV for sale in America under the $30,000 line — the Nissan Leaf.
