In a significant shift away from traditional romantic gestures, New Zealanders are increasingly gravitating towards electrified vehicles, according to a recent study by Ford Motor Company. This trend is underscored by the finding that a remarkable 66% of Kiwis are contemplating the purchase of an electrified vehicle within the next five years, even amidst a backdrop of diminishing rebate programs.

The study, conducted in May 2024, delves into the evolving attitudes of New Zealanders towards electric vehicles (EVs) as Ford positions itself for a future dominated by electric mobility. Annaliese Atina, the Managing Director of Ford New Zealand, stated, “Our research confirms the strong interest among Kiwis in electrified vehicles. However, many potential buyers remain hesitant for various reasons. The best way to alleviate their doubts is through firsthand experience.” To facilitate this, Ford is offering extended test drives of its Mustang Mach-E, allowing potential customers to experience the benefits of electric driving firsthand.

The survey also highlighted a significant trend in consumer behavior, revealing that Kiwis are more inclined to support businesses that utilize electric vehicles. This indicates a growing preference for eco-friendly practices in the marketplace. Ford has been proactive in this arena, partnering with various organizations to transition their fleets to electric vehicles, aligning with consumer preferences while also contributing to reduced emissions and lower fuel costs.

Beyond the statistical insights, the study provides a deeper understanding of Kiwis’ perceptions of electrified driving:

• Familiarity with EVs: Many respondents characterized electrified vehicles as “fun,” “sporty,” and “cool.” Over 40% reported having experienced a ride in an electric vehicle, while nearly 30% claimed to have driven one themselves.
• Preference for Electric Options: In terms of ride-sharing and daily commuting, Kiwis showed a clear preference for electric vehicles.
• Financial Considerations: While the potential savings on fuel costs were seen as a significant advantage, many respondents expressed concerns about the possibility of higher long-term maintenance costs associated with electric vehicles.
• Preferred Types of EVs: The survey indicated that hybrids were the most favored type of electrified vehicle, closely followed by traditional internal combustion engine vehicles and plug-in hybrids.

Interestingly, the study also revealed a surprising social aspect of driving an electric vehicle: over half of those surveyed indicated they would be “more likely” to date someone who drives an electric vehicle. This suggests that owning an EV may enhance one’s dating prospects in the eyes of Kiwis.

Despite the evident enthusiasm for electric vehicles, concerns regarding charging infrastructure persist. Many participants acknowledged being aware of only a limited number of charging stations in their vicinity, with a majority believing that supermarkets and shopping centers should serve as primary charging locations.

As the landscape of transportation continues to evolve, the findings from Ford’s study reflect a growing commitment among New Zealanders to embrace electric mobility. The combination of environmental consciousness, financial incentives, and social dynamics is shaping a new era for vehicle ownership in New Zealand.