The EV equation: What the UK likes (and dislikes) about EVs
Are EVs the future, or just a phase? We asked the UK: drivers, non-drivers, and everyone in between. Here’s what they had to say.
- Executive summary
- Introduction
- How the UK views EV
- Vehicle ownership and preferences
- EV owners' perspective
- Hybrid owners' perspective
- Petrol/diesel owners perspective
- Perspective of people without vehicles
- Broader perspectives
- Survey methodology
Executive summary
This report presents key insights derived from a recent survey conducted by Zoho Survey to understand the perceptions and challenges surrounding electric vehicles (EVs) in the United Kingdom. Responses were collected from 2,000 participants that included EV owners, hybrid users, petrol and diesel vehicle owners, and individuals without vehicles across urban, suburban, and rural regions.
Key findings
Satisfaction among EV owners
EV owners gave an average satisfaction score of 4.15 out of 5 and a Net Promoter Score (NPS) of 38.95, expressing a willingness to recommend their vehicles. Environmental consciousness, rising fuel costs, and a superior and silent driving experience were some of the key influences.
Barriers for ICE (Internal Combustion Engine) owners
Among petrol and diesel vehicle owners, 33.57% are skeptical about EVs, citing charging infrastructure gaps, high upfront costs, and concerns about the depreciating value of the battery. However, 31% showed interest in switching to an EV.
Hybrid vehicle insights
Hybrid owners, with an overall satisfaction score of 4.43, prefer to have a balance between traditional and eco-friendly technology. However, some mixed responses about cost savings reveal a gap between expectations and reality.
Region-wise differences in perceptions
London turned out to be the most EV-positive region, with 30.13% of respondents associating EV with modernity and environmental consciousness. In contrast, Northern Ireland (10.17%) showed the highest negative sentiment regarding EVs, questioning the reality of the environmental benefits and worrying about not having the necessary infrastructure.
Non-vehicle owners
Among non-vehicle owners, 32.24% intend to purchase or lease a vehicle in 2025, with 28.14% prioritizing EVs. However, cost concerns and charging infrastructure remain significant barriers.
Most EV and hybrid owners are satisfied with their decision. On the other hand, a mix of optimism and skepticism toward owning an EV can be seen among petrol vehicle owners. Individuals without vehicles seem to be similarly divided in their opinions. Their skepticism, however, might stem from a lack of interest in owning a vehicle altogether, making EV adoption an even steeper climb for this group.
Introduction
The survey's objective was to understand people's opinions of electric vehicles across different regions in the United Kingdom. The perspectives of EV owners, petrol and diesel vehicle owners, and individuals without vehicles were gathered to find out the factors encouraging or hindering EV adoption.
Regional differences in EV perception were analyzed by surveying respondents from the North West, Yorkshire and the Humber, Scotland, South West, East Midlands, London, West Midlands, Wales, East of England, Northern Ireland, South East, and North East. People's expectations of EVs, and their experiences after purchasing, were also explored.
How the UK views EVs
There seem to be significant disparities in people's perceptions of EVs across the UK. The most EV-positive region is London, with 30% of respondents associating EVs with eco-friendliness and modernity. Northern Ireland leads in negative perceptions, with respondents raising concerns about the environmental impact of lithium sourcing for batteries and insufficient charging infrastructure in their region. Most regions paint a picture of neutrality as a considerable portion of the respondents say EVs are appreciated but still met with skepticism, reflecting a cautious approach.
Vehicle ownership and preferences
81.6% of the respondents reported owning a vehicle, while 18.3% mentioned that they did not feel the need for a vehicle. Among vehicle owners, petrol vehicles are a majority at 85.48%, followed by hybrids at 9.74%, electric vehicles at 4.13%, and a small 0.65% owning both petrol and electric vehicles.
EV owners
What sparked EV adoption?
Among non-vehicle owners, 32.24% intend to purchase or lease a vehicle in 2025, with 28.14% prioritizing EVs. However, cost concerns and charging infrastructure remain significant barriers.
When asked about their primary motivation behind getting an EV, three key reasons stood out: environmental concerns, rising fuel costs, and the allure of smoother, quieter operations. Interestingly, while the government has offered incentives like purchase grants and tax rebates, they seem to have less sway, with only 9.47% of respondents going for an EV for these benefits.
Have the expectations been met?
When we take a look at whether the expectations behind these driving factors have been met, the overall picture is quite positive. Most EV owners feel their vehicles have lived up to the promise of reducing pollution, cutting fuel costs, and delivering a superior driving experience. We do see a few minor gaps for some, but the satisfaction of the majority shows the growing trust in EVs as a smart, eco-conscious choice for modern drivers.
Overall satisfaction and NPS of electric vehicles
EV owners across the UK are quite pleased with their decision, rating their satisfaction at 4.15 out of 5 on average.
The Net Promoter Score (NPS) for EV owners stands at 38.95, reflecting an inclination among respondents to recommend EVs to their network.
Hybrid owners
What sparked hybrid vehicle adoption?
Among non-vehicle owners, 32.24% intend to purchase or lease a vehicle in 2025, with 28.14% prioritizing EVs. However, cost concerns and charging infrastructure remain significant barriers.
Owning a hybrid vehicle seems to be a balancing act. It's a middle ground that offers both an eco-friendly driving experience as well as the familiarity of traditional petrol and diesel vehicles.
Meeting expectations
Taking a closer look at expectations vs. reality, hybrid owners have had a positive experience overall. Cost savings, however, showed mixed reactions. While 57.89% of respondents said that their hybrids saved more than expected, 42.11% stated that the financial benefits didn't fully align with their expectations.
Overall satisfaction and NPS of hybrids
A strong overall satisfaction score of 4.43 out of 5 was recorded among hybrid owners who seem to be largely satisfied. Hybrid owners are quite likely to recommend hybrid vehicles to others with the Net Promoter Score (NPS) at 43.75.
When asked about the reasons behind their satisfaction ratings, this is what the respondents had to say:
"The combination of fuel efficiency, eco-friendliness, and cost-saving efficiency."
“I gave the BMW X5 xDrive45e 4 stars because it offers great performance, luxury, and a decent electric range, but it’s pricey, and the cargo space is limited due to the hybrid battery.”
"Not enough mileage in electric mode."
"While I'm generally pleased with the vehicle's performance, fuel efficiency, and features, I sometimes experience minor issues with the infotainment system's responsiveness and connectivity."
"Uses less petrol but also has the benefit of electric without the hassle of plugging it in."
"It’s easy to drive, but you need to keep driving; if you leave it stationary for too long, the battery dies."
Petrol and diesel owners
It’s clear that when it comes to EVs, petrol and diesel vehicle owners are at a crossroads. While a good chunk are ready to make the leap, others remain hesitant, weighed down by challenges associated with EVs.
Owning a hybrid vehicle seems to be a balancing act. It's a middle ground that offers both an eco-friendly driving experience as well as the familiarity of traditional petrol and diesel vehicles.
Meeting expectations
Taking a closer look at expectations vs. reality, hybrid owners have had a positive experience overall. Cost savings, however, showed mixed reactions. While 57.89% of respondents said that their hybrids saved more than expected, 42.11% stated that the financial benefits didn't fully align with their expectations.
Overall satisfaction and NPS of hybrids
A strong overall satisfaction score of 4.43 out of 5 was recorded among hybrid owners who seem to be largely satisfied. Hybrid owners are quite likely to recommend hybrid vehicles to others with the Net Promoter Score (NPS) at 43.75.
When asked about the reasons behind their satisfaction ratings, this is what the respondents had to say:
"The combination of fuel efficiency, eco-friendliness, and cost-saving efficiency."
“I gave the BMW X5 xDrive45e 4 stars because it offers great performance, luxury, and a decent electric range, but it’s pricey, and the cargo space is limited due to the hybrid battery.”
"Not enough mileage in electric mode."
"While I'm generally pleased with the vehicle's performance, fuel efficiency, and features, I sometimes experience minor issues with the infotainment system's responsiveness and connectivity."
"Uses less petrol but also has the benefit of electric without the hassle of plugging it in."
"It’s easy to drive, but you need to keep driving; if you leave it stationary for too long, the battery dies."
Individuals without vehicles
Among respondents who currently don't own a vehicle, 32.24% said they're planning to buy or lease one in 2025. Of these potential buyers, 28.14% are already inclined toward EVs. Although this is a promising sign for the market, it cannot be ignored that 56.29% are on the fence about EVs. Interestingly, 15.57% outright reject the idea of EVs.
In this group, people considering EVs are strongly motivated by expanding charging infrastructure and the promise of reducing their carbon footprint. There also is a significant percentage that seems to be skeptical. Similar to the petrol vehicle owners, this group also has a big chunk that prefers to stick to familiar, conventional modes of transportation.
When we asked non-vehicle owners about their thoughts on EVs, the mood wasn’t exactly electric. A wave of hesitation and doubt ran through the responses. There were glimpses of cautious optimism, but for the most part, it felt like this group is still watching from the sidelines, unsure if the EV buzz is worth plugging into.
Here are some positive and negative open ended responses:
“We all know how bad petrol and diesel is for the environment. Electric cars are a way for us to protect the planet for the future generations.”
“Because electric vehicles use less energy compared to conventional cars, they produce zero tailpipe emissions when running on electricity, which is good for the climate and air quality. They also reduce noise pollution, and they have recyclable batteries.”
“They are what all green vehicles should look like—built for comfort and speed—so we can finally abolish the polluting gas and diesel engines.”
“There’s no definitive proof on how they actually benefit the environment, no statistics. It seems like a way of companies just making more money.”
“There are not charging stations everywhere, and the prices are very high for these cars. I won't use my car a lot when I buy, just in times of need.”
“They are so expensive. And people who live in flats don’t have a space to recharge them and have to rely on public charging stations.”
The process of obtaining the materials to make electric vehicle batteries and other component parts eliminates any other environmental benefits.
Broader perspectives
This final section is based on the answers received for a set of questions that were used to asses people’s broader thoughts on EV adoption. The first two questions were tailored for EV and hybrid owners, while the rest invited input from everyone.
90% of EV owners are open to feeding electricity back into the grid in exchange for discounts on their energy bills (vehicle-to-grid or V2G technology).
63% of EV and hybrid owners expressed readiness to pay an annual subscription for priority EV-only lanes on busy highways.
When asked about what EV-related information is most valuable:
26.6% of respondents prioritized cost comparisons between EVs and petrol vehicles. 19.9% highlighted the need for real-time maps or apps showing charging station availability.
Some interesting open-ended responses included:
“How to make charging work in terraced housing spaces without off-road parking.”
"Trade-in prices after five years."
"Safety and a completely honest, unpolitical breakdown of the impact of sourcing, mining, and production."
"Information about the suitability of EVs for wheelchair users."
Survey methodology
This survey was conducted using Zoho Survey. For a holistic approach in understanding people's experiences and perception of EVs, a variety of question types like single choice, multiple choice, ranking, Likert scales, and open-ended fields were incorporated. Driving and Accelerating the Adoption of Electric Vehicles, a report published by the UK government, was used for secondary research. This report served as a reference and a solid starting point to complement the insights gathered in this survey.
Sample size and collection methods
Sample size: 2,000 responses were gathered across urban, suburban, and rural regions in the UK to ensure broad representation.
Participant source: Respondents were procured from a trusted market research panel. The panel is known for its stringent security measures, such as:
- An AI-driven evaluation system that identifies respondents likely to exhibit fraudulent behavior.
- A server-to-server API connection that eliminates ghost completions and link manipulation.
- Measures to detect VPN usage, eliminating duplicate IP addresses and other suspicious activities.
Pre-screening and qualification
The pre-screening questions were designed in a way that ensured only genuine and relevant participants answered the survey. A combination of niche questions with a mix of irrelevant answer choices made sure that frauds were weeded out before the actual set of survey questions were presented.
Data analysis
Post-collection, the data underwent a rigorous analysis process:
- Data cleaning: Duplicate and irrelevant responses were removed.
- Custom filters: Data was split into different sections (EV, hybrid, petrol vehicle owners, and vehicle-less) using filters. This helped identify trends and patterns within specific groups.
- Cross-tabulation: Parallels between variables (e.g., EV ownership vs. regional perception of EVs) were drawn to discover nuanced insights.
- Sentiment analysis: Open-ended responses were put through sentiment analysis using the tool's built-in system. This helped in identifying the reasons behind the respondents' answer choices.
Limitations
While the survey achieved its objectives, a few limitations have to be acknowledged.
- Biases: Responses may be influenced by individual biases.
- Sample constraints: A larger sample size could yield more accurate data and finer-grained insights, especially for smaller demographic groups.
- Technological understanding: Some respondents might have limited knowledge of technical aspects like V2G capabilities.