A new survey by Ford Motor Company has revealed that over 40% of drivers in Saudi Arabia are considering purchasing an electrified vehicle within the next year, with a preference for hybrid technologies. This insight comes amidst Ford’s efforts to understand consumer perspectives on electrified vehicles as part of its broader strategy to promote an all-electric future, aligned with Saudi Arabia’s Vision 2030.
The survey aimed to assess the familiarity and inclination of Saudi drivers towards electrified vehicles, highlighting a growing interest and awareness in such technologies. Respondents describe electric vehicles as ‘fun to drive’, ‘cool’, ‘sporty’, and ‘easy to own’. Of those surveyed, more than 40% have experienced an electric vehicle as a passenger, 31% have shopped for one, and 24% have driven one.
A significant portion of respondents indicated a heightened interest in electrified vehicles that offer robust capabilities. Over 80% expressed a preference for electrified vehicles with greater towing capacity and off-road capabilities. However, there remains some scepticism regarding the cargo capacity of these vehicles compared to traditional internal combustion engine vehicles.
When it comes to preferences within the electrified vehicle category, hybrid vehicles emerged as the top choice, followed by plug-in hybrid electric vehicles, with pure battery electric vehicles trailing.
Several factors influence potential buyers, including the vehicle’s driving range between charges, the availability of charging infrastructure comparable to petrol stations, and the affordability of maintenance costs.
Social influences also play a role, as respondents noted they would be more inclined to purchase an electric vehicle if their peers did so as well.
The survey also shed light on the pros and cons perceived by potential buyers. The financial benefit of reduced fuel expenses is considered a significant advantage, but there is a belief among many that maintenance costs for electrified vehicles could be higher in the long run.
For practical applications, respondents showed a propensity towards using electric vehicles for daily commutes, grocery deliveries, and ride-sharing services. In terms of charging infrastructure, service stations were seen as the most suitable locations for charging points, followed by supermarkets and recreation facilities.
Despite this, there remains a degree of concern, with 29% of participants expressing anxiety over the sufficiency of charging infrastructure, although 50% are aware of a few public charging locations within a 20-kilometre radius of their homes.
Addressing prevailing misconceptions, nearly half of the respondents believe that home charging costs could be as expensive as fuelling a vehicle with an internal combustion engine. Ford – like EVLife – continues to work on dispelling these myths and is committed to an electrified future in the Middle East and beyond.
