Despite rising demand and increasingly positive consumer sentiment, electric carmakers are struggling to attract female buyers in the U.S., according to a study by S&P Global Mobility. While the industry average of car buyers is 41.2 percent, with women favoring women, that drops to 28 percent for electric vehicles, the study said.
The study further claimed that among EV makers, Tesla represented the most female car buyers. However, in the case of Elon Musk-led car companies, only a third of buyers in 2022 will be women. The study further suggests that an average of 33.1% of Tesla car buyers in 2022 will be women. Among other EV makers, Polestar came in second with 24.7 percent of female buyers, followed by Lucid (19.5 percent) and Rivian (14.5 percent).
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The study further claims that the aforementioned figures are comparable to male-centric pickup brands such as Ram and General Motors. It also notes that supercar makers like Bugatti and McLaren are the only brands with a more male-dominated consumer mix than Rivian. Interestingly, Rivian is the only EV startup focusing on its pickup truck line. This may be the reason for the low number of female buyers of the brand.
However, even the Tesla Model Y, which is positioned in a segment traditionally popular with female buyers, underperformed, with only 35 percent of its buyers being female, the study showed.
Speaking about the study’s findings, S&P Global Mobility Chief Diversity Officer Mark Brand said women were more concerned about range anxiety and safety concerns than men. To pay attention to this fact, EV makers need to do more, Brand said. He also said a solution to the problem could come from mainstream automakers such as Ford, General Motors and Volkswagen.
First published date: Feb 27, 2023 at 10:52 AM CST
https://auto.hindustantimes.com/auto/electric-vehicles/electric-vehicles-are-failing-to-attract-female-buyers-in-this-country-study-41677472006285.html