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Bridging the EV Gender Gap
Despite rising interest in sustainable transport, women make up only 28% of EV buyers, compared to 41% of all car purchases. Our study explores the attitudes, challenges, and motivations shaping women’s adoption of EVs and highlights key barriers and actions to drive change.
Study Overview
Our research combines in-depth qualitative interviews with 10 women drivers – from new mums to retirees – residing in different towns and cities in the UK. In these conversations, we spoke to both EV owners and those who haven't made the switch yet, also conducting a quantitative survey of 300 women. This dual approach provides both personal perspectives and statistically robust insights into why women are underrepresented in EV ownership, despite being more likely than men to express interest in greener alternatives.
Key Findings
Lifestyle Mismatch
EVs are often perceived as incompatible with women’s everyday routines and practical priorities. For many, a car is a vital tool for managing family and work responsibilities. Concerns over charging logistics, reduced boot space, and planning around limited range make EVs seem like a risk rather than a convenience.
Trust Deficit
Women express significant skepticism towards EVs, fueled by fears of breakdowns, limited charging infrastructure, and perceived pressure from government and industry. Almost half of non-EV-owning women feel external pressure to switch, undermining their sense of autonomy. Additionally, concerns about battery disposal and the real environmental benefits of EVs reduce confidence in the “green” argument.
women view EVs as a potential risk to their day-to-day home life
2 in 5
of non-EV driving women believe that EVs are more expensive overall than petrol cars
55%
The more informed you get, the more you think – why are you doing this? Going for a pure electric car is still quite a brave thing to do. You've got to have something to push you.
Unlocking the Market Opportunity
The EV Gender Gap is not due to a lack of interest in technology or sustainability. Rather, it reflects a disconnect between current EV offerings and women’s lived experiences, priorities, and concerns. Brands that successfully address practicality, trust, and financial transparency can empower women drivers, unlock a significant market opportunity, and accelerate a more inclusive transition to electric mobility.
