IT’S something many leasing brokers are already noticing – but old brand loyalties whether to German premiums or not really is a thing of the past when it comes to choosing an EV.
Certainly some aspects matter to these fleet and business drivers – such as most wanted an SUV – but otherwise if the car had the listed features then that was fine.
This weakening of the ties to brand loyalty has been uncovered by broker funder ALD | Leaseplan in a new study published tomorrow (09 September) on World EV Day. It found that 86% (nearly nine out of 10) said brand was not the main consideration for choosing a car.
A third of drivers who wanted an EV said they’d be happy to buy or lease from an automotive brand they hadn’t heard of if it allowed them to make the switch.
The study of 2,000 UK drivers (513 of whom drive for work) found that price or value was the priority characteristic for fleet drivers (36%). This was closely followed by reliability (33%) and fuel efficiency (31%).
Most fleet drivers (70%) wanted specific features, compared with under half (48%) of other respondents.
Parking sensors and cameras were the most desirable feature, selected by just over half of respondents (53%), while 41% wanted satellite navigation and 36% would favour models with heated seats or steering wheels.
Almost half of business car drivers (47%) are considering SUVs, while 31% said they would like to drive a hatchback and 22% are wanted a saloon.
Almost two thirds (62%) said they wanted to drive an electric car, compared to 38% of the wider population.
Commenting on the findings, Alfonso Martinez (pictured above), UK managing director of ALD Automotive | LeasePlan UK, said:
In the past, fleet decision makers often tended to favour a particular manufacturer over others. However, this has shifted in recent years with the increased diversification of the automotive market. Drivers are now more open-minded when it comes to their vehicle, particularly if it offers them the things that are most important to them, namely good value for money and the latest in-car technology. This is especially true when it comes to electric vehicles, where new and exciting brands are challenging conventional norms and bringing innovative solutions to UK drivers.
Among business drivers who want to drive an electric car, reducing air pollution was the most common selling point, cited by almost half (45%) of respondents.
Forty two percent said that electric vehicles are the future of driving, while 40% said quiet driving was a reason to switch. Modern and up-to-date technology was another leading factor, cited by 24% of drivers.
Alfonso added:
“Demand for electric vehicles among fleet drivers is at an all-time high, and most of them aren’t picky about which model it is as long as it allows them to make the switch.
“This is good news for fleet managers. With a growing public charging network and large incentives in place, it’s never been easier – or more desirable – to bring zero-emission vehicles into your fleet. And by adopting an open mind to brands and procurement, they can help their business to shore up a supply of vehicles while production capacity is constrained.”
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Ralph Morton is the leading journalist in the leasing broker sector and editor of Broker News, the website which provides information and news for BVRLA-registered leasing brokers. He also writes extensively on the fleet and leasing market in both the UK and Europe.
