BMW’s latest research suggests people aren’t turning their backs on EVs just yet. With EV sales slowing in several major markets, and the brand preparing to roll out its new electric 3 Series, BMW commissioned Dutch research firm Kien Onderzoek to determine whether hesitation is also creeping into the company-car world. The findings show a surprising growing adoption, but with clear expectations. Of the 655 company car drivers surveyed, 60% of them would choose an EV to replace their current lease car, but at least 400 km (250 miles) per charge is what they require.
Range Has Become the New Baseline
BMW
To most people, not just those who took part in the study, electric range sticks out as the single biggest hurdle for hesitant drivers. Nearly all respondents said their next electric lease car would need to cover at least 400 km (250 miles), while a sizeable group wanted more than 500 km (310 miles). A few years back, expectations like these were unrealistic, but now mid-size SUVs from the BMW Group, the Mini Countryman SE, and the BMW iX3 smash those targets. In fact, BMW proved the iX3 can do 621 miles on a single charge. Business drivers have to be able to drive long distances without having to stop and recharge, so having anything less than 400 km (250 miles) would be more of a compromise than progress.
No One Cares About Being Eco-Friendly
BMW
Surprisingly, the study notes that “environmental considerations play hardly any role in their choice.” In fact, less than 10% of drivers care about having a positive impact on the environment. That said, employers require more than a third of employees to drive electric company cars. Therefore, drivers prioritize lease costs, comfort, space for family needs, and charging convenience far above environmental impact. Across the pond, the US isn’t as open to accepting fully-elecrtic car either, with EV registrations slipping for the first time in the US over a decade, with expired tax incentives playing a major role. Even high-profile automakers like Tesla have feeling the heat, with US sales falling four months in a row.
Once You Go Electric, You Don’t Go Back
BMW
Where the study becomes most encouraging for EV adoption is in driver loyalty. Around 70% of respondents who said their next company car would be electric already drive one today. Experience appears to be the strongest conversion tool, with range anxiety fading and charging routines becoming second nature over time, it seems. Overall, the research shows company car drivers are not rejecting EVs (at least in Europe), but setting firm conditions for adoption.
About the author
Marnus Moolman
News Editor, Autoblog