Electric vehicle (EV) adoption in the UK continues to grow. A recent BCG survey of 1,500 nationally representative respondents on their attitudes towards EVs versus hybrid or traditional combustion vehicles, and what it will take for them to switch, suggests that 16% of households now own an EV or plug-in hybrid. This follows recent industry data from SMMT, showing that nearly one in four new car registrations is electric.
Despite these gains, BCG’s analysis highlights a pressing challenge: the pool of easily persuadable petrol and diesel drivers is shrinking.
The biggest obstacle? The 'never EVvers' — those who say they would not consider switching to electric. BCG found that 83% of current petrol and diesel car owners fall into this group.
According to BCG’s survey, the main barriers for ‘never EVers’ include:
- Cost (55%)
- Lack of charging infrastructure (44%)
- Range anxiety (33%)
- Long charging times (30%)
In response, BCG recommends three clear priorities for automakers:
- Educate on improved range and battery performance — only 19% of never EVers are aware of recent advances, yet 34% say this could influence them.
- Position hybrids as a stepping stone — while just 12% would “definitely” consider one, over half (52%) say they “might.”
- Demonstrate financial value — 34% would only switch if cost savings are clear, and two-thirds say savings of up to £1,000 per year would make EVs viable.
These findings build on separate BCG research that highlights why traditional, mass-market approaches have so far struggled to convert these more skeptical audiences.
Arturs Smilkstins, Managing Director and Partner at BCG, commented:
“The UK has seen strong growth in EV sales in recent years through a mix of new technology and government incentives. The next wave of electric vehicle adoption will be driven by new demographics, with our research showing that women have more reservations about battery-powered cars. It’s critical for manufacturers to address these concerns so that they can better understand and appeal to this demographic — and make EVs accessible for all. From dispelling the myths that are so prevalent about low ranges to a laser focus on reducing costs for consumers, there is a path to put a significant number of ‘never EVers’ behind the wheel of an electric car.”