Electric cars lose their appeal with new drivers, Shell research found
Research conducted by Shell PLC shows that electric vehicles are losing the appeal of new drivers in the West, despite existing owners reporting increased satisfaction with battery-powered vehicles.
The findings show that high upfront costs remain an important barrier to adoption of electric vehicles, and that gasoline-powered drivers in both the US and Europe report less interest in switching, the study showed.
“Current EV drivers are more confident, but combining the relatively high costs of owning an electric vehicle with broader economic pressure makes it a difficult decision for new consumers,” David Bunch, group executive vice president of Shell’s group, said in a statement Tuesday. In Europe, 43% of non-EV drivers cited affordability as an issue.
The growing disparity in attitudes towards electric vehicles has emerged in shell surveys of more than 15,000 drivers in China, Europe and the US. According to the survey, there was a 31% level of interest among US internal combustion engine drivers in the country, compared to 34% in 2024. Interest from non-EV drivers in Europe fell to 41% from 48% last year.
Of the countries surveyed, only China has made significant profits, with single-vehicle EV drivers “up from 72% to an impressive 89%,” Shell said. The country stands out globally as it has made great strides in both the technology and cost of battery-powered vehicles.
Globally, nine out of ten current EV drivers have indicated they would consider purchasing similar items for the next vehicle. Research shows that around 60% of EV drivers are not worried about a shortage of more than a year ago, but say availability and choice of public charging points have been improved.
Although Shell has retreated from some of its low-carbon ventures, the company is committed to EVS, earning over 75,000 charging points worldwide. “More needs to be done to stimulate demand and ensure no one is left in the transition to cleaner transportation,” Bunch said.