Men are more likely to buy electric vehicles, and carmakers are eager to diversify their base. But what will it take to close the gender gap?
In countries like Norway, EVs are expensive, and that means families often have the budget for just one car, says Sovacool, whose research shows that men use cars more than women and are less likely to useIn countries like the US, women may be more likely to have range anxiety, suggests Philipp Kampshoff, who heads up McKinsey’s Center for Future Mobility in the Americas. “This anxiety around, ‘Am I going to be somewhere, lost, with no charger close by?’ could be scarier,” he says.
But in China, carmakers are marketing to women by giving them more opportunities to customize their vehicles—in ways that might not appeal to consumers in the US or Europe. In May 2022, Great Wall Motors released, a pastel-colored EV in the shape of a VW Beetle, which includes an LED makeup mirror, a “Lady Driving Mode” with a voice-activated parking system, and a “Warm mode,” designed to soothe drivers suffering from period pain.
Even if carmakers start to reach out more to women, S&P’s Bland believes it is important to recognize which female groups are early adopters. His research shows that in the US, African American and Hispanic women buy more EVs than African American and Hispanic men, while Asian women are right on par with Asian men.
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