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Early Adopters: Vegan Males Aged 30+, Living In London & On £60k+ In Marketing, PR or Advertising Industries Revealed As The Most Likely To Already Own Electric Cars


Car buying platform  surveyed 2000 Brits to find out who electric car early adopters were and what they had in common. They found that 14% already have an Alternatively Fuelled Vehicle (AFV) in their household, with a further 41% considering purchasing one in the future.


Men emerged as most likely to already be behind the wheel of an electric car – 21% of males vs. 7% of females, while those aged 25-34 were found to be the earliest adopters (25%). Intent to buy was highest in men under 25, with over half looking to make their next car electric or hybrid, the highest of any of the age groups.


Less than half (46%) of AFV owners indicated that ‘environmental factors’ played a part in their decision to purchase the vehicle, with over a third (34%) citing wanting the most modern technology available, and an aesthetically focused 33% admitting the way the vehicles look play a big role. That said, 42% of those polled pragmatically predicted it would work out cheaper in the long run.


The study also took a look into other lifestyle choices to see if those driving an environmental conscious car were most likely to be green in other ways. Only 35% of AFV owners described themselves as ‘environmentally conscious’, compared to 53% of non AFV drivers that are considering a purchase in the future, holding true to the notion that the first electric buyers were more keen to be seen as early adopters of the new technology as opposed to making the right choice for the planet.


Results indicated that AFV owners are twice as likely to have voted remain in the EU referendum (just 17% of voted in favour of Brexit – compared to 34% of those who aren’t considering switching)


*            AFV owners also more likely to follow vegan/vegetarian diets BUT consider themselves ‘frequent flyers’

*            AFV owners are the least likely to use public transport, and half as likely as non-AFV drivers in their attempts to ‘make every effort to recycle’


49% of those earning £61-£70k, half (50%) of those earning £81k- £90k and 61% of those earning £100k +  already drive an AFV compared to a relatively low number amongst those earning £40k or less, with the number of owners smallest for the lowest earners, reflecting the high price point of the first wave of electric cars. Evolving technology and the rush to meet government deadlines has led to a wave of mid-range, competitively priced AV options from manufacturers. This, coupled with initiatives like ULEZ and the looming threat of penalty as it’s rolled out beyond London, has prompted 47% of those earning £21k – £30k  & 51% of those earning £31k + £40k to state that they were considering one as their next car.


*            The 3 job sectors most likely to have drivers of AFV’s are Marketing, Advertising & PR (60%), Business, Consulting & Management (48%) and Energy & utilities (38%)

*            Regionally, those living in Greater London (23%) were the most likely to already own AFVS – unsurprisingly as they were the first to see the roll out of ULEZ, putting a high premium on petrol and diesel drivers looking to drive in the city


Looking at the research, carwow was able to build a picture of the most likely Electric Vehicle driver in the UK as a 30 year old male from the Greater London area on at least £60k+ a year, who purchased his vehicle within the last two years and works in either the marketing, advertising or the PR industry. He voted to remain in the EU and is inclined to follow a vegetarian or plant-based diet but lacks somewhat in his efforts to recycle. He rarely uses public transport and frequently flies abroad.


Vix Leyton, consumer expert at, said:


“When they were first brought to market, electric cars were undeniably more accessible to those who had money to invest and, our research shows, outside of those willing to pay a ‘green premium’ to make their contribution to the environment, they were most attractive to image-conscious consumers wanting to be the first to showcase the technology.


“Understandably, many drivers may have been waiting for the technology to stabilise and the charging infrastructure to be a lot more robust. The good news for those hoping to look at alternative fuels for their next car, the range has massively increased, and there are many more affordable options available. In tandem with this, significant investment is being made into charging infrastructure so anyone with ‘range anxiety’ worrying they will be left stranded should be able to make their journeys with confidence – you can check your network here <>  – although there is still a lot to be done for it to be ready for everyone to make the big switch.”

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Sun. July 14th, 2024

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