More needs to be done to make EVs accessible, according to a new AA study launched today. While the government’s ban on new petrol and diesel car sales from 2030 is reshaping supply, it does little to encourage demand, with many drivers feeling left behind. The research finds that EV adoption is lagging behind expectations, creating challenges for both car manufacturers and policymakers.
Jakob Pfaudler, CEO of the AA, said: “Our message to government is more needs to be done to make EVs accessible for everyone. Generally drivers are hesitant but most are not hostile to the change. The AA is in a unique position to help as we deal with drivers throughout the driving life-cycle from learning to drive, buying, insuring, and repairing their cars.
“Our research shows many people are confused by the transition which is not surprising as the main catalyst for change, the ZEV mandate, only governs supply but does little to encourage demand for EVs. The ambitious goal of the Climate Change Committee that 80% of cars and 74% of vans should be electric by 2040 shows how much needs to be done to get there.
“The AA, as a trusted brand with 14m members, is in a great position to help government and drivers make this transition which is essential if we are to reach our climate goals. As a starting point, a government-backed awareness campaign, a healthy used EV market, and some targeted incentives are needed to charge up the transition.”
The AA’s research identifies four key driver segments. Twenty-two per cent of drivers reject EVs outright, saying they will never switch. One driver told researchers, “I never want an EV.” A further 20% are doubtful and unlikely to adopt one soon. One respondent said: “I will stick with my petrol/diesel car as long as I can.” More than half of drivers, 52%, are open to EVs but remain concerned about price and range, with one participant saying: “I’m worried about price and range.” Only 7% have already adopted EVs, but even among these drivers, there is caution, with one remarking: “Improvements in the experience are still needed.”
The study highlights affordability as a major barrier to adoption. The average new EV cost in 2024 was £59,216, compared to £46,991 for petrol cars. The second-hand EV market remains small, accounting for just 2% of used sales despite a 63% increase in 2024. Charging infrastructure is another concern, with 40% of drivers unable to charge at home and 72% citing inconvenience as a major disadvantage of EVs.
Pfaudler added: “From opening the first filling station and erecting the first road signs, the AA has always led on motoring innovation. The ambitious goal of the Climate Change Committee that 80% of cars and 74% of vans should be electric by 2040 shows how much needs to be done to get there.”
The AA is calling for a coordinated national EV awareness campaign, financial incentives such as reducing VAT on public chargers from 20% to 5%, and stronger support for the second-hand EV market, including the introduction of battery health passports. It also supports allowing plug-in hybrids to remain on sale between 2030 and 2035 to encourage hesitant drivers to make the switch.
