Polestar: Why More Drivers are Choosing Electric Cars

We conducted research for electric performance car brand Polestar, asking American drivers about their views on environmentally friendly products and electric vehicles.

The online poll of 5,086 American drivers split evenly by state revealed younger drivers were much more concerned with appearing environmentally friendly than their older counterparts.

For Gen Z respondents, image is a big factor, with 12% saying it would be most important when considering an EV purchase.
Twice as many as millennials ages 25-41.
And more than three times as many as boomers ages 57-74.

Three in five believe that living an “environmentally conscious lifestyle” is expensive. However, more than half said they are open to spending more on environmentally-friendly products.

Respondents were asked for their opinions the definition of “luxury purchase”. The results show that different states and markets have varying opinions:

Northeastern states, New Jersey and New York (48%) were divided. New Jerseyans (20%) do not view electric vehicles as a luxury, as much as New Yorkers (48%) do.

Similarly, 62% of Californians believe sports cars are luxurious purchases, but only 35% see electric vehicles in the same light.

Despite 57% of drivers being deterred by a potentially higher price tag for electric vehicles, benefits such as fuel cost savings, emission reduction and better performance are what’s encouraging people to make the purchase.
For half of respondents, the barriers for switching to electric include lack of charging stations. Although three in five of all respondents said they have noticed more charging stations in their city and town in the last few years.

When it comes to making the switch to electric, the data suggests that brand loyalty may be less important. 46% are more open to new brands and start-ups compared to three-quarters preferring to stick to established brands when purchasing a gas-powered vehicle.

The online study delivered valuable research insights and formed the basis of data-driven news story and earned media campaign for Polestar.

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