“Men are way more charged up about EVs than women!” That’s a bit of a sweeping statement, you’re probably thinking. Not really. Turns out that while 41.2% of new vehicle registrations worldwide are to women, the number drops to 28% when it comes to electric vehicles (EVs) according to S&P Global.
That becomes even more surprising when you juxtapose it against the fact that women’s general concern for the environment is actually much higher than men’s – 70% of women are worried about climate change compared to just 57% of men (according to a Yale Study). And yet when it comes to driving an EV, women seem less convinced.
This discrepancy is particularly noticeable in our region. In the UAE and Saudi Arabia, men are significantly more likely to drive electric cars. So, what’s going on here? Why do men seem to be embracing the plug-ins while women are steering clear of electric avenue?
Power (and Money) Under the Hood
As sadly inequitable as it is, it’s a fact that men tend to make more money than women in the region, and when it comes to buying electric cars, money most certainly matters. While they can be cheaper to run, EVs are generally more expensive to purchase than petrol counterparts. Women in the workforce, particularly on lower salaries, are less inclined to outlay the extra amount to step up to the latest tech.
On the other hand, men not only traditionally hold more financial power but are also more likely to succumb to the appeal of buying the latest high-tech, status-symbol EV. The allure of cutting-edge cleverness, as well as neck-snapping acceleration and sensational speed, thanks to the terrific torque that high-end EVs generally deliver, can see male buyers easily gravitate towards these futuristic vehicles.
The oh-so-satisfying feeling of being ahead of the curve accounts for a lot where prestige often goes hand-in-glove with cutting-edge advancements. Being the first to show up with a sleek and shiny Lucid Air or an all-singing, all-dancing Tesla waving its doors in the air is a bragging right many men simply can’t resist. Let’s face it, there’s a certain thrill in saying: “Watch, you won’t believe what it does when I press this!”
Women are less swayed by the superficial and are much more selective when it comes to purchasing decisions, particularly for high-value products. Of course, that’s not to dismiss the role of women in acquiring an electric car. After all, it’s well known that globally, women have control over 70-80% of consumer purchasing decisions in the household. Nonetheless, many still aren’t buying EVs, at least not for themselves.
Going Green Must Not Lead to a Red Alert
There’s no question that women want to be greener and are more concerned about the state of health of Mother Earth, but their own safety and security are equally important. While the region is thankfully far safer than most other parts of the world, women can still be subject to unwanted attention and harassment. For many, the idea of heading to a public charging station, often located in quieter areas, especially alone at night, can be daunting.
In the GCC, where infrastructure is rapidly improving, generous resources are being poured into EV-friendly policies, like installing more chargers in convenient, easy-to-access locations. Until women feel more comfortable and confident about charging EVs while often waiting with their cars for up to an hour, the need to stay at a charging station for such long periods will remain a concern.
Then there’s the issue of practicality. Women are famous multi-taskers, often with a lot on their plates – domestic responsibilities, work-life balance, daily routines. The additional chore of having to search for a charging station, plan routes, or deal with range anxiety may seem like unnecessary hassle compared to just pulling up at the nearest petrol station for a quick splash and dash, that too normally handled by a petrol pump attendant.
Marketing, or the Lack Thereof
Another reason women might not be embracing the EV option is that manufacturers just aren’t talking to them! Car companies often market EVs with a tech-heavy, performance-driven focus. This approach might work well with men, but it misses the mark when it comes to women, who tend to prioritise reliability, comfort, practicality, and safety as well as long-term savings.
Yet, the industry hawks 0-100 acceleration figures over substantial running cost savings. More needs to be made of the quiet refinement, ease of driving, complete lack of fumes and emissions, and handy features such as 360-degree cameras, phone connectivity, advanced climate control and cabin filtration systems, as well as semi-autonomous driver assistance technology.
When brands aren’t speaking directly to women’s concerns – whether it’s family needs, convenience, or affordability – it’s no wonder that EV registrations are skewing male.
A straw poll suggests women still feel less informed about EVs. While men might revel in the performance specs, driving range, and charging speeds, women might not be receiving the same information in a way that clicks. Many buyers, not just women, but those less tech-savvy and some senior drivers, are put off by the complexity of the unfamiliar technology and confusion over when, where, and how to charge EVs.
If the transition to electric cars is to continue apace, women – who hold tremendous purchasing power – need to feel comfortable with EVs. That means addressing their concerns, marketing to their needs, and making sure the infrastructure is in place to support them.
