According to a survey by Castrol Europe, the EV market in the UK could be worth £13 billion by 2025, just 4 years away. However, 3 tipping points need to be met to achieve this. But are these tipping points real objections or just perceived concerns that require a little context? Price – 68% of UK consumers state that EVs are beyond their budget, with the ideal price tag identified as £24,000. Objection - “the average EV is £5,000 over my budget” Response – “Considering that many will buy on a finance plan, often on a PCP with a GFV, surely the most important figure is the monthly payment? Or even more importantly, the whole of life cost? Once VED, fuelling costs, maintenance and servicing are taken into account, perhaps your total monthly outgoings on an EV will pleasantly surprise you!” Charge Time – 69% require their charge time to be 30 minutes Objection – “it takes too long to charge” Response – “Around 80% of EV drivers charge at home, usually overnight, meaning charging times here are largely irrelevant. If you do need to charge when you are out and about, it is unlikely that you will need to spend more than a few minutes waiting to get enough charge to finish your journey” Range – 60% expect a range of 282 miles from a single charge. Range anxiety is still a big concern with the average consumer. Objection – “I may run out of charge” Response – “In reality, how many times a year does the average UK driver do a trip of 282 miles or more, let’s look at your typical journeys on a daily or weekly basis and see how often you would need to charge…” Remember, it’s not just the features and the benefits that are important with these tipping points. It is the reassurance, confidence and know-how from the salesperson that will become more relevant. The need to have a voice with the market know-how, not just the brand know-how is what the average consumer is going to look for – and expect.
Yesterday was a defining moment for me and my 13 year old daughter. Those who know me know that we do everything together, we call each other Big Mate and Little Mate and we’re the best of friends. On the same wavelength on everything… until yesterday! The occasion was a trip to a well known electronics store on a nearby retail park to look at buying a new Macbook. The cracks began to show as early as getting into the car, I was almost dreading the thought of the whole trip and Amy was so excited to look at all the ‘new tech’ We entered the store and after wandering round for what seemed like hours looking at laptops, massive screen TV’s, fridges with computer panels on the front, even coffee makers to see what new features they had, we eventually managed to focus on the job at hand. The Macbook display was everything I expected… complicated, pricey (to me anyway) and a minefield of “what if’s” and “what if I get it wrong’s” and “how the hell do I choose which is right for me’s”. Up steps Amy, in the absence of any available store staff, to guide me through the chaos. Apparently I needed a 2020 model, it must be a pro version, of course it has to have 512gb of something or other and I shouldn’t even dare to think about buying a silver one when EVERYONE knows that grey was the right colour. Oh and don’t forget “you neeeeeed the touchbar Dad, everyone has to have the touchbar”. After a brief tutorial from Amy about the virtues of this touchbar, I innocently said that it sounded just like a different version of the F keys on any PC and that it seemed…. Wait for it…. a “bit gimmicky”. Then came the moment, the moment that my daughter, after a brief shocked silence, tutted at me for the first time ever! Incredulous she stated “Dad it’s so NOT gimmicky, it’s amazing, it’s technology at work, its exciting and it’s progress.” Turning away from me she uttered the words “OMG! You’re just so old” and I felt the chasm open between us. It would appear that what one person sees as unnecessary, another sees as progress. What one person is nonplussed about, another sees excitement and delight. What one person isn’t ready to accept, another sees the future. I can’t help thinking that the type of people who are not ready for the F keys becoming a touchbar may just be the same people who aren’t ready for petrol and diesel cars becoming electric. Perhaps these people are the ones my daughter’s generation sees as “just so old!”
Don't stop, it'll soon be here It'll be, better than before Yesterday's gone, yesterday's gone In the week that we lost Peter Green it seems appropriate to honour a Fleetwood Mac classic. It was 1977 when we first heard these lyrics and never have they seemed more relevant. This week also saw the news that the UK produced electricity for 42 days and 19 hours without burning any coal (Coal – GB Grid). Perhaps yesterday is gone! We also heard the news (Deloitte) that assuming compound growth, EV sales worldwide are estimated to be: 2.5 million in 2020 11.2 million in 2025 31.1 million in 2030 That means EV’s will account for a third of all vehicle sales worldwide in just 10 years time. The lyrics are correct, ‘Don’t stop thinking about tomorrow’!
Picture the scene, you’re lounging on the sofa having 5 minutes to yourself. You quickly check your messages on WhatsApp before reaching for your iPad to spend a little time scrolling through Instagram and Snapchat. To be fair, you actually do some productive things as well. That Airbnb is now booked for your trip away this weekend and the Uber is booked to take you to the train station. Now time for that run, you grab your Fitbit, make sure the 4G is enabled and off you go… All seems fairly normal huh? Well 15 years ago none of these things would be possible. Yep, none of the things mentioned above existed 15 years ago. Really! Now let’s move forward 15 years. You pull up at the Car Showroom, it’s time to change your car. Perhaps that new model you’ve had your eye on will be just about in your price budget. The helpful Sales Executive takes the time to show you around the car, explaining features, opening doors, the boot and the bonnet. What! Hang on, where’s the engine? Well here’s the reality! In 2035, that’s just 15 years away, the new car you buy won’t have an engine. It won’t be petrol, it won’t be diesel and believe it or not it won’t even be a hybrid. It will be fully electric. Yep, powered by a battery and a motor! A lot can change in 15 years hey, doesn’t time fly?
Registrations for pure EVs in the first 5 months of 2020 are up more than 60% compared to 2019. The electric car market is growing rapidly, with more than 301,000 models on UK roads at the end of May 2020. The most recent set of figures from the SMMT shows that plug-in models made up 16% of total UK new car registrations with pure electric accounting for 12%. More than 36,000 plug-in vehicles have been sold in 2020 (to May) of which 22,000 are pure electric By 2035 you will not be able to buy a brand new Petrol or Diesel vehicle. By 2050, all Internal Combustion Engines (ICE) cars will have been removed from the planet