According to a new study, electric car makers in the USA are unable to attract female clients to purchase their offerings. It is reported that while the national average for women buyers is 41.2 percent, for electric powertrain, the number drops to just 28 percent.
Apart from Tesla, no other electric car maker is able to have more than 25 percent of women buyers across the range. Tesla is the only EV brand doing well with women. The company reported that 33.1 percent of sales were attributed to women customers. Other brands like Polestar, Lucid and Rivian are having trouble getting more women customers. These three brands reported just 24.7 percent, 19.5 percent and 14.5 percent women buyers across their product range respectively.
S&P Global’s Marc Bland commented on this study. According to Bland, who’s the Chief Diversity Officer, women buyers are more concerned with range as well as the safety of electric cars. This means that EV companies have a tough task ahead to improve the awareness of their products to address this large pool of buyers.
This issue will be further compounded when major mainstream brands like Ford, Volkswagen and General Motors step-up their offering in the EV space. As of now, these brands offer majority of ICE vehicles with a small percentage making up of EVs. Once these companies start selling only all-electric vehicles, attracting women buyers will be necessary to sustain the sales. This would require some innovative methods and better marketing strategies.
That said, it is not yet known if carmakers have seen the numbers and noticed the skewed sales ratio for electric cars. This would sooner or later need to be addressed.
Here in India, the electric vehicle ownership numbers are on the rise. We have cars like the Tiago, Tigor and Nexon EV from the Tata stable, Mahindra has launched its XVU400 and recently, even Citroen has come up with the Ë-C3. All these products means that Indian car scene is also inching towards electrification, but carmakers will have to bear in mind about the gender demographics for sales of electric vehicles.
Also Read – Citroen launches Ë-C3 in India at INR 11,50,000.