The market for electric vehicles is growing: The sector is expected to grow at a 13% compounded rate until 2022. With regulators, vehicle manufacturers, and drivers all turning an eye toward electric, we at West Monroe wanted to better understand: What motivates drivers to adopt EVs? What holds them back? And what does it mean for the electric utilities expected to support—and maybe even fuel—the growth?
COMBINED results
combined results
I’m in the Northeast
I’m in California
i'm in California
The majority of drivers do not currently own or lease an electric vehicle—but the desire exists, with 59% of consumers saying they want their next vehicle to be electric. Gen Z (23 and younger) is leading the charge, but serious concerns over cost, battery life, and lack of charging stations are holding people back.
Individual Consumers
Do you drive an electric vehicle?
16%
yes
84%
no
How likely is it your next vehicle will be electric?
Extremely likely
18%
Not likely
41%
Somewhat likely
What would incentivize or deter you to buy/lease an electric vehicle?
Longer-lasting battery
More charging stations
More comparable price to gas vehicles
Better tax incentives
Battery runs out too quickly
Lack of charging stations in my region
Lack of charging stations more broadly
Cost
54%
45%
33%
29%
incentivize
deter
43%
67%
Is it important for employers to provide employee benefits that reward sustainability (including reimbursement for EVs)?
About the consumers
31%
Yes, extremely important
47%
Yes, somewhat important
22%
not important
This rises to 38% for Gen Z
1. Save on cost of gas 2. Environmental benefits 3. Convenience of charging at home
why?
While small business’ use of EVs is still low overall, business owners who have adopted them are doing so enthusiastically—with most saying more than half their fleet is electric. How to increase the prevalence of EVs among businesses? Make them on equal footing with gas vehicles—in terms of cost and variety of options—while addressing charging and battery issues.
Business Owners
Does your business use electric vehicles?
7%
93%
of businesses using electric vehicles want more charging stations
70%
34%
38%
61%
51%
65%
What would incentivize or deter you to buy/lease an electric vehicle for your business?
Environmental benefits
Income tax savings/credits
More comparable prices to gas vehicles
Save on gas cost
Lack of vehicle type I need
18-23
AGE
24-38
39-53
54-72
Over 72
8%
30%
1%
household income
<$20,000
$20,000 to $44,999
$45,000 to $139,999
$140,000 to $149,000
$150,000 to $199,999
6%
20%
55%
>$200,000
5%
How many employees do you have?
The rate of ownership rises to 33% among Gen Z.
AS EXPERTS IN GRID MANAGEMENT FOR EVs, WE CAN HELP
Read more about the poll results
A Guide to Transportation Electrification for Utilities
Planning, Deployment, and Operations for EVs
Using Blockchain to Handle EV Load
About the business owners
2-4
5-9
10-19
20-49
50+
13%
9%
back to top
The majority of California drivers do not currently own or lease an electric vehicle—but the desire exists, with 2 in 3 saying they want their next vehicle to be electric. (A much higher interest than drivers in the Northeast United States.) Gen Z is leading the charge, but serious concerns over cost, battery life, and lack of charging stations are holding Californians back.
California Consumers
17%
83%
56%
44%
46%
49%
This rises to 38% for Gen Z only
1. Save on cost of gas 2. Environmental benefits 3. Low maintenance requirements
While small business’ use of EVs is still low overall, California business owners who have adopted them are doing so enthusiastically—with most saying more than half their fleet is electric. How to increase the prevalence of EVs among businesses? Make them on equal footing with gas vehicles—in terms of cost and variety of options—while addressing charging and battery issues.
California Business Owners
37%
36%
35%
69%
21%
53%
County of Residence
Other Los Angeles County San Diego Orange County Sacramento County Riverside
32% 33% 9% 8% 5% 5%
1. 2. 3. 4. 5. 6.
Alameda Santa Clara County San Bernardino County Fresno San Francisco County
4% 4% 4% 3% 3%
7. 8. 9. 10. 11.
The majority of drivers in the Tri-State area (CT, NJ, NY) do not currently own or lease an electric vehicle—but the desire exists, with 51% of consumers saying they want their next vehicle to be electric. Gen Z is leading the charge—as are New Yorkers, compared to the other two states—but serious concerns over cost, battery life, and lack of charging stations are holding people back.
Northeast Consumers
15%
85%
14%
52%
25%
28%
While small business’ use of EVs is still low overall, business owners in the Tri-State area who have adopted them are doing so enthusiastically—with most saying more than half their fleet is electric. How to increase the prevalence of EVs among businesses? Make them on equal footing with gas vehicles—in terms of cost and variety of options—while addressing charging and battery issues. The Northeast is even more concerned with a lack of charging stations in their region than business owners in California.
Northeast Business Owners
40%
10%
STATE of Residence
CT
NJ
NY
80%
12%
39%
New York New Jersey Connecticut
52% 25% 23%
1. 2. 3.
