Empowering Women in Electric Vehicle Adoption
In a thought-provoking article by Kate Harrison featured in Automotive News, the underrepresentation of women in electric vehicle (EV) purchases is brought to light. As MoveEV Co-Founder Kate Harrison notes, despite women playing a significant role in general automobile purchases, they are less likely to buy EVs compared to men. A survey found that only 29% of American women plan to purchase an EV or plug-in hybrid as their next vehicle, compared to 41% of men. This gap is also reflected in vehicle registration data, where women account for 41.2% of total new vehicle registrations but only 28% of new EV registrations.
Harrison explores the social and economic factors driving this divide including the fact that women tend to prioritize familiarity and practicality in their vehicle choices, while men are more attracted to the latest technology. Additionally, the EV industry itself has a lower representation of women in its workforce, which may influence marketing strategies and product designs to be more aligned with male preferences. The article delves into other reasons behind this gap, as well, citing factors such as lack of targeted marketing, limited access to charging infrastructure, and concerns about range anxiety. Harrison stresses the need to address these barriers for wider female participation in the EV market ad showcase some of the steps the industry is taking to change course.