Driving change: Dan Caesar on tackling EV misinformation and shaping the UK’s electric future

Dan Caesar, who having co-founded the Fully Charged Show in 2017 and driven an electric car since 2015, is now leading a new membership organisation, Electric Vehicles UK.

Dan is on a mission to tackle misinformation and champion the benefits of EVs. Richard Alvin caught up with him to find out more about the new organisation’s goals, the state of the UK EV market, and his vision for a greener future.

Can you tell us more about Electric Vehicles UK and how it fits into the wider EV ecosystem?

Since 2017, I’ve been working with the Fully Charged Show, blazing a trail for EVs and clean energy. Over the years, we’ve expanded into global exhibitions under the Everything Electric banner. However, in the last two years, we’ve noticed a sharp rise in misinformation about EVs, particularly in mainstream media.

In response, we launched a grassroots initiative called “Stop Burning Stuff” to counteract these myths. While we made some headway, we realised the scale of the problem demanded a more structured approach. With support from industry leaders like Greg Jackson, CEO of Octopus Energy, we decided to formalise our efforts into Electric Vehicles UK, a membership organisation.

Launched in September, it now includes over 120 firms from across the EV industry and around 1,000 drivers. Our aim is to unite manufacturers, consumers, and policymakers to dispel myths, advocate for balanced narratives, and promote the undeniable benefits of EVs.

You mentioned working in Westminster. What progress are you making with the government, particularly regarding the Zero Emission Vehicle (ZEV) mandate?

Engagement has improved, though it’s far from transformative. The Labour Party’s commitment to advancing the 2035 phase-out of petrol and diesel cars to 2030 is a step forward. Yet, the recent backtracking by Rishi Sunak’s government, including delaying key climate targets, has sown confusion among consumers and the industry.

We’re pushing for clarity and consistency. The ZEV mandate, which requires manufacturers to ensure 22% of new car sales are electric, is crucial. Encouragingly, EV adoption in the UK is strong—31% of new car sales in December were electric, and the used EV market is growing. However, there’s still a risk of dilution, particularly regarding hybrid vehicles. We’re advocating for policies that clearly differentiate battery electric vehicles (BEVs) from hybrids, which often don’t deliver the carbon savings they promise.

On hybrids, is there a risk that the mandate could be watered down to include less efficient models?

Absolutely. From the car manufacturers’ perspective, the targets are challenging, and we sympathise to an extent. But allowing traditional hybrids to count toward the ZEV mandate would be a step backwards. Mild and full hybrids don’t offer the same emissions benefits as BEVs, and including them would confuse consumers while undermining the term “zero-emission vehicle.”

Plug-in hybrids (PHEVs) have their place, acting as a stepping stone for some consumers, but their lifecycle emissions still don’t compare to BEVs. That’s why we’re drawing a firm line: if it has a plug, it’s acceptable; if it doesn’t, it shouldn’t be included.

How does the UK’s EV market compare globally?

The UK is currently the largest EV market in Europe by volume, overtaking Germany, which has scaled back subsidies. Globally, the picture varies: Norway leads with EVs comprising over 90% of new sales, while markets like Australia and the US lag behind with EV adoption around 10–15%.

Internationally, the UK remains an attractive market, especially for manufacturers from Asia. Despite challenges, I’m optimistic about growth here. We aim for EVs to represent 50% of new car sales by 2028–2029.

Your Fully Charged Show has expanded globally. What insights have you gained from markets like Australia and the US?

Our international expansion began in 2020 with shows in the US. Markets like Australia and the US are developing quickly, but from a lower base. In the UK, one in five cars sold is electric, whereas it’s closer to one in eight in Australia and one in ten in the US. Local policies and consumer appetite heavily influence adoption. For instance, British Columbia in Canada outpaces regions like Toronto due to strong provincial support.

We’ve also noticed EV adoption often leads consumers to explore wider clean energy options, like solar panels and home batteries. The car is the gateway to a greener lifestyle—a trend we see consistently across markets.

What are the key challenges and opportunities for the UK EV market in 2025?

Challenges include maintaining momentum amid shifting political landscapes and ensuring policies like the ZEV mandate remain robust. However, there’s immense opportunity in ancillary technologies. Beyond EVs, we’re seeing growing interest in electric heating and home energy systems.

The EV market also needs targeted support. Reintroducing grants for home chargers and subsidies for used EVs could help make the technology accessible to more people. A government-backed public information campaign would also help dispel myths and highlight the benefits of switching to EVs.

For our readers interested in joining your efforts, how can they get involved?

Businesses can reach out to us at evindustry@electricvehicles.uk. EV drivers can support our work via the Stop Burning Stuff Patreon page. Together, we can build a future where EVs are the norm and misinformation is a thing of the past.