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EVs – IT’S ABOUT THE STORY WE TELL OURSELVES, NOT THE ONE WE’RE TOLD

EVs – IT’S ABOUT THE STORY WE TELL OURSELVES, NOT THE ONE WE’RE TOLD

07/10/24, 11:00

Friday’s release of September sales figures by the SMMT saw EV sales hit a significant milestone, grabbing a 20.5% market share. It’s a promising sign, but let’s be real: if we’re going to make EVs the dominant vehicle on the road, we need more than just these early adopters. We need the early majority to start seriously considering electric vehicles, and fast given government targets and penalties. But how do we get them on board? The answer lies not in more data or incentives, but in changing the story people tell themselves about EVs.

Shifting human behaviour is key to any vision of the future that looks different from today. And that kind of shift doesn’t happen because people are told they should change. People change when they start seeing themselves as part of a new narrative, and right now, the narrative around EVs isn’t compelling enough for the early majority.

We all live by stories. The decisions we make, the brands we align with, and even the cars we drive are shaped by the narratives we believe in. Right now, for many people in the early majority, the story they tell themselves is still rooted in the past: “EVs are too expensive,” “Charging is inconvenient,” “ICE cars are just more reliable.”

If the way we internalise the EV narrative sifts, so does buying behaviour. The early adopters who made the switch to EVs did so because they saw themselves as part of a bigger, forward-thinking movement. They’re the innovators, the trendsetters. But to reach the early majority - the people who need to feel comfortable and confident in their choice - we need to shift the narrative and make EVs part of their everyday reality.

The early majority isn’t going to make the leap based on specs, statistics, or even environmental benefits alone. They need a story that makes switching to an EV feel like a logical, safe, and desirable choice. And right now, their hesitations are deeply embedded in the stories they’re telling themselves: “What if I run out of charge?” “What if the infrastructure isn’t ready?” “Are EVs really better for me in the long run?”

So how do we change the story for the early majority and remove these barriers? It’s not about more facts or statistics. It’s about making the switch to EVs feel like a natural, desirable step forward. The story needs to focus on how EVs fit seamlessly into their lives - how charging at home is more convenient than stopping at a petrol station, how EVs are now affordable with lower total ownership costs, and how they offer a smooth, quiet drive that enhances their day-to-day experience.

The narrative has to make EVs feel not only like a smart choice but an obvious one. The early majority don’t want to be pioneers - they want to make safe, informed decisions that feel mainstream, not radical. We need to shift the story from one of innovation and risk-taking to one of practicality and ease. EVs need to be seen as the smart, everyday choice for people who want reliable, cost-effective, and future-proof transportation.

With EVs capturing over 20% of the market share in September, the momentum is there.
But the next step is crucial. If the story changes from “EVs are the future” to “EVs are the smart, comfortable choice for today,” that’s when we’ll see the real shift in adoption. The early majority doesn’t need to feel like they’re part of a revolution - they need to feel like they’re making a sensible, forward-thinking choice. Because when the internal narrative shifts, behaviour follows. And when behaviour changes, the world changes.

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