The electric vehicle market is accelerating at an exhilarating rate in the UAE, but the decision to go electric is about more than just reducing carbon emissions and saving on fuel costs.
For many, the move is also a reflection of their personality and values, with driver perceptions progressing from the tree hugger tropes of the past to the tech-savvy urbanites of the future, and everything in between.
EVs have come a long way in terms of technology, design and performance and they are now a viable option for a growing number of drivers. The environmental benefits of electric vehicles are still widely recognised, but they are no longer the sole preserve of the eco-conscious. Instead, they are attracting a diverse range of drivers who are drawn to the cutting-edge technology, sleek designs and cost savings on offer.
The technophile: “It’s like driving a smartphone on wheels”
Founder of UAE-based NEV Holding, Philip Heumann, has driven eclectic vehicles since 2017 and considers himself to be a “first-mover” on the EV scene. The 27-year-old launched the EV company in March 2022, offering everything from vehicle charging infrastructure to software and maintenance services.
As a proud owner of a Chinese-manufactured BYD Han, Heumann, a former car mechanic, believes his futuristic car aligns perfectly with his “techie” personality. His EV features everything from a Mario Cart computer game to an inbuilt karaoke machine, which he operates via an app on his smartphone.
“When it comes to new technology, I would consider myself a first-mover and I’ve converted quite a few people to electric vehicles,” he says. “I love the way my car drives. It’s very smooth, sporty and futuristic and I love being able to control it with an app.
“Driving something that reflects my personality as a techie is important to me. I’d definitely say my car represents who I am.”
NEV Holdings is currently working with the Ministry of Energy and Infrastructure and the Ministry of Industry and Advanced Technology to build a network of charging stations in the UAE. And Heumann believes many of the EV drivers he has encountered in the region are fellow technophiles.
“A lot of EV drivers are attracted to the technological advances and more options are becoming available every day as the market gets more mature,” he adds. “It’s like driving a smartphone on wheels.”
The eco-champion: “I want to reduce my carbon footprint”
Dubai resident Zeina Abdalla has driven her Tesla Model X for seven years, while her husband drives a Tesla Model S. Like Heumann, the couple were impressed by the technological capabilities of their cars, but the environmental effect was the real clincher.
“EVs are more energy efficient than petrol vehicles and can travel further on a single charge than on a full tank of fuel,” says Abdalla. “We’re very conscious of the environment and reducing our carbon footprint.”
As well as saving the planet, Abdalla, an entrepreneur, enjoys the feeling of driving a Tesla, as well as the convenience of controlling it remotely.
“It’s quieter, smoother, and an overall better driving experience than a petrol car,” she says. “We bought our cars back in 2016, so in terms of how they reflect us as people, I’d say we’re environmentally conscious, forward-thinking people who prioritise technology and innovation.”
The smart-spender: “It’s all about the price”
Hospitality consultant James Pemberton has been driving a Tesla Model Y since September 2022, after being lured in by low prices.
“I was considering an electric vehicle for a while but I didn’t think it was in my price range until I saw the Tesla Model Y,” he says. “When I knew it was affordable for me, I chose it.”
Pemberton, who lives in Dubai, says that people often wrongly assume he is a “tech geek” or an Elon Musk fan, but the reality is a lot more straightforward.
“It aligns with my values in reducing my carbon emissions but if it was too costly I wouldn’t have pursued it,” he adds.
The academic: “Perceptions of EV drivers have changed”
Doctor of Philosophy at Oxford Brookes University’s Centre for Psychological Research, Naomi King, investigated the personalities and emotions of early EV drivers in 2013.
Her research found that people driving EVs saw themselves as progressive innovators and pioneers, though some participants were skeptical about EVs’ environmental credentials at the time.
Today, she feels that misconceptions and negative perceptions have shifted as more advanced cars sweep the market.
“Drivers thought that a lot of people held negative stereotypes of EV drivers, particularly of low-status environmentalists, for example, “tree-huggers” and “eco-warriors” or high-status but hypocritical environmentalists including wealthy people showing off “environmental bling”,” she tells EVLife.
“I think many of these stereotypes have disappeared now that EV technology has greatly advanced and EVs are far more common.”
