“The Consumer Attitude Survey provides a unique insight into consumer behaviour and industry as the car evolves from internal combustion engine to the electric vehicle. NFDA’s members are at the coal face of this industry, working every day alongside consumers, hearing their concerns, and answering their questions. We would urge everyone to take note of apprehensions around the cost of living and understand the balance between price and environment when it comes to the EV transition. Going forward, NFDA will continue to commission the Consumer Attitude Survey every year to track changes in consumer attitudes, building a data set that will inform future decision making.”

Sue Robinson, CEO, NFDA

The 2023 Consumer Attitude Survey conducted by the National Franchised Dealers Association (NFDA) reveals that price is the primary driving factor influencing automotive decisions in the UK. This comprehensive survey aimed to understand consumer perceptions, behaviours, and preferences related to the automotive industry.

Key findings include:

Price barrier for EVs: 62% of UK consumers identified price as the major barrier to purchasing an electric vehicle (EV).

Cost-of-Living impact: 26% of consumers are driving less to mitigate high fuel costs resulting from the ongoing cost-of-living crisis.

EV attraction: 42% of consumers consider buying an EV due to its cost advantages, as electricity is cheaper than traditional fuels.

Consumer trust: 34% of UK consumers trust franchised dealers, a significantly higher figure compared to the 14% who trust independent garages.

Age and EV interest: The survey revealed that 55% of respondents over the age of 55 are not interested in buying an EV, while 71% of 18-24 year-olds expressed an interest in adopting electric vehicles.

Electrification challenges: The lack of charging infrastructure (57%) and concerns about battery life (54%) are significant hurdles for potential EV buyers.

Choosing franchised dealers: Consumers prefer franchised dealers due to competitive pricing (55%), the availability of EV models (31%), and service quality (27%).

Omnichannel retailing: Franchised dealers offering test drive capabilities (73%) and online browsing options (52%) highlight the importance of omnichannel retailing. Consumers still value the in-person dealership experience.

For full survey results, you can visit here.