Again in June and July of 2021, Cox Automotive polled practically 5,000 shoppers between the ages of 18 and 72 who both owned, thought of shopping for or rejected shopping for an electrical automobile. Inside that knowledge, it confirmed that Tesla fairly clearly has probably the most model recognition for its EVs, whereas different manufacturers have a complete lot of labor to do on the advertising entrance. Particularly, a whopping 69% of these EV patrons (or rejecters) did not even know the Chevrolet Bolt existed regardless of being on sale since 2016.
Then we observed one thing actually shocking. A shocking 40% of these 5,000 shoppers — about 2,000 individuals — stated they had been conscious of Toyota‘s electrical automobile. Some stated they had been contemplating it, some stated they weren’t. Both manner, there’s a reasonably large downside with that: Toyota didn’t promote an electrical automobile in June and July of 2021. Nor did it promote one at any time after the 2014 RAV4 EV. And simply in case you are questioning, the Toyota bZ4X EV would not be revealed for one more 4 months.
Principally, considerably extra individuals had been one way or the other “conscious” that Toyota makes an EV that doesn’t exist than those that knew concerning the Chevrolet Bolt, a automobile that has existed for greater than 5 years. Or the Nissan Leaf, for that matter, which has been on sale since 2010.
Maybe individuals simply assumed that Toyota, which pioneered hybrids, should make an EV. Not a nasty assumption, however in actuality, Toyota hasn’t been too eager on them. Virtually hostile, even. Solely lately has it introduced plans for quite a lot of future EV fashions, and once more, the bZ4X was solely revealed again in November. Then once more, maybe individuals simply do not absolutely perceive what an electrical automobile is, lumping hybrids and plug-in hybrids in with them (issues Toyota does promote). In different phrases “electrification” equals “absolutely electrical.” It would not.
Now, earlier than you get too down on the automotive data of basic automotive shoppers, don’t fret, it will get even worse. That very same Cox Automotive research stated that 17% weren’t conscious that Tesla made an EV. Let that sink in.
You possibly can learn the highlights of the Cox Automotive Path to EV Adoption Examine right here.
