Car industry launches new campaign to fight EV misinformation

Car manufacturers and sellers have launched a new initiative to promote the benefits of driving an electric car.

Auto Trader, ChargeUK and the Society of Motor Manufacturers and Traders have joined forces to create a new fact file on EVs that dispels common myths and highlighting the many positives of electric cars.

The move comes amid recent negativity around EVs and concerns around the industry’s ability to meet the ZEV mandate.

The collaboration brings the country’s largest car marketplace together with industry bodies representing car makers and charging operators, who say they want to present a fact-backed and balanced picture of the reality of owning and driving an electric car.

Among the key points the new campaign highlights is the growing affordability of EVs. It points out that there are now 21 new EVs priced under £30,000 and that one in three used electric cars costs less than £20,000.

It also emphasises the potentially huge savings in running costs, estimated to be £750 per year compared with a petrol car.

Misconceptions and deliberate misinformation around EVs is still seen as a major obstacle to drivers’ willingness to consider an EV, with the House of Lords pointing out in February that ‘mixed messages’ and a failure to confront misinformation were harming efforts to promote EVs.

Research by Auto Trader in April this year found that 72% of consumers were aware of false claims that EVs are more likely to catch fire than ICE cars, and 44% incorrectly believed it’s true. It also revealed that 70% of drivers had heard that “EVs are not cheaper to run”, and 33% saying they believed it and it made them less likely to buy an electric car.

A separate study by Auto Trader found this was having an impact on car dealers’ interest in EVs, with almost half (46%) saying that a lack of consumer confidence was a significant barrier to adoption.

Erin Baker, editorial director at Auto Trader, commented: “Electrification is a significant change and with change comes uncertainty and confusion and that’s why we’re trying to help share more balanced and fact-based narratives with both retailers and consumers to give everyone confidence to navigate their electric journey.

“Often this comes down to the fear of the unknown and this is clear when consumers tell us how much they love their electric cars. We’d encourage anyone unsure about electric vehicles to do their own research with unbiased, fact-based content – or better yet, why not find an electric car driver and chat to them. And if you haven’t driven one yet – do it, they are really changing the car game.”

Other common questions around EVs including battery longevity, charger access and their lifetime environmental impact are also addressed by the new campaign.

Vicky Read, CEO of ChargeUK said: “ChargeUK members are rolling out the infrastructure to support the transition to electric vehicles. A new charge point goes in the ground every 25 minutes on average and our members are committed to spending at least £6 billion through to 2030 to ensure the infrastructure stays ahead of demand.

“But our work involves more than just providing the infrastructure, we must challenge the myths and misconceptions that hold some drivers back from adopting EVs. Not least because the research suggests they are missing out – as per Auto Trader’s findings that more than eight in 10 electric drivers say they would never go back, and with the vast majority reporting a seamless charging experience.

“Clear, concise, accurate information is key to helping more people understand what’s involved in switching to an EV and why there’s no need to hold back.”

The facts and figures used by the new initiative have been endorsed by the Department for Transport. Future of roads minister Lilian Greenwood said: “Zero emission vehicles will drive our journey to net zero. Ensuring consumers have clear, accurate information when deciding what kind of car to buy is essential. This work by industry is absolutely vital to boosting drivers’ confidence in zero emission vehicles, and I’m pleased to back it.”