This article reviews the different reasons why women are slow to embrace EVs and why that hesitancy is slowly changing.
The EV audience has shifted in the last several years. Now the consensus is that younger, more ethnically diverse, and more progressive adults who also tend to be more concerned about climate change are the primary target audience for EVs. IEA data reveal that many consumers don’t fully understand some of the key benefits of EVs, and therein lies one of the many“Don’t let them pressure you,” family members advised women who head to an auto showroom. “Watch out for tricks,” urged friends.
Many of you don’t remember GM’s Saturn line of vehicles or the automaker’s decision to recreate the car buying experience so it would be friendly to women. Recognizing that auto dealers operate in a, from their service departments to their showrooms, Saturn consciously reinvented the buying atmosphere for women. No-haggle pricing used at Saturn was popular with women because it disarmed the negotiating process. Computerized inventories were accessible on the internet.
The earliest EVs at the turn of the 20th century were associated with conservatism and femininity, as they were easy to operate. Women drivers liked their cleanliness and simplicity; men mocked EVs’ lack of power. Today, variables such as being male, being a parent, having a college education, living in urban areas, and having had previous EV experienceImportantly, the transition from internal combustion engine to EV is shown to often be conditioned by general well-being — income, household size, or ownership of more than one car. According to, women in the US continue to earn less than men on average. Among full-time, year-round workers in 2019, women’s median annual earnings were 82% those of men.
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