EV retail: what will it take to convince shoppers?

The OEM pledges on hybrid and electric vehicles are piling up quickly. Brands across the spectrum are investing hefty sums in the scramble to offer some form of electrification across the ranges. Volvo led the charge with its promise of a fully electrified range by 2019, covering the spectrum from 48-volt mild hybrid through to plug-in hybrids and full electric. Ford has promised 13 new electrified vehicles in the next few years. GM has pledged 20 new all-electric models by 2023 and now Nissan aims to sell 1 million electrified vehicles by 2022. Most OEMs have similar plans in the pipeline.

The deadlines for these targets vary widely but they are going to be needed sooner rather than later to meet tightening fleet wide emissions standards in light of diesel’s fall from grace. Uptake has been much more sluggish than anticipated and it may take a little extra to convince shoppers. But how much extra?