There are theories as to why fewer women want to buy EVs, though the sector's marketing relies on general assumptions that might feel out-of-date to some drivers. Via WIREDUK
The lack of choice in the US EV market is also a problem, says Laycee Schmidtke, an expert in automotive marketing, who makes YouTube videos under the name Miss GoElectric. “Women with families are looking for something that can serve that family,” she says, adding there’s only a few brands offering electric SUVs with three rows of seats. “So they need all that space, and there are limited options on the marketplace.
In countries like Norway, EVs are expensive, and that means families often have the budget for just one car, says Sovacool, whose research shows that men use cars more than women and are less likely to useIn countries like the US, women may be more likely to have range anxiety, suggests Philipp Kampshoff, who heads up McKinsey’s Center for Future Mobility in the Americas. “This anxiety around, ‘Am I going to be somewhere, lost, with no charger close by?’ could be scarier,” he says.
Joan Hollins just bought her first electric vehicle this month, a Hyundai Kona EV in a glittery green-gray. She loves it—and loves that her grandkids love it, especially the 10-year-old who is “really into alternative energy.” But as she began researching electric vehicles on the internet, she quickly noticed a kind of toxicity in online communities, which tend to be dominated by men—negative comments, arguments, people who seemed to be anti-EV. “The Facebook forums are atrocious,” she says.
But in China, carmakers are marketing to women by giving them more opportunities to customize their vehicles—in ways that might not appeal to consumers in the US or Europe. In May 2022, Great Wall Motors released, a pastel-colored EV in the shape of a VW Beetle, which includes an LED makeup mirror, a “Lady Driving Mode” with a voice-activated parking system, and a “Warm mode,” designed to soothe drivers suffering from period pain.
“The male population likes to talk about the hardware. The female population likes to customize the experience or tailor it to their lifestyle,” says Bill Russo, former head of carmaker Chrysler’s northeast Asia business in Beijing who now runs the Shanghai-based advisory firm Automobility. “So doing things like adding decals or making it my own matters more for that type of audience; you seek brands that are catering to that, like Ora.
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