More than 55 percent of UAE residents are considering purchasing an electrified vehicle1 in the next 12 months, according to a recent survey2 by Ford Motor Company.
As part of its multi-market research, Ford spoke with UAE residents who owned a car or were in the market for a new one to understand how they viewed electrified vehicles so that it could be better prepared in its pursuit of an all-electric future. The latter comes as a result of Ford’s commitment to supporting the region’s electrified future, including establishing the UAE and Dubai as a global automotive hub.
This research highlights the need for continued efforts to educate the public about EVs, address concerns about cost, range, and infrastructure, and promote the benefits of electric mobility. Here are some of the key takeaways the research revealed about UAE drivers:
Nice and familiar: Car buyers in the United Arab Emirates are familiar with electric vehicles3, with most respondents classifying them as being ‘fun to drive’, ‘cool’, ‘sporty’ and even ‘easy to own’. More than 38 percent of respondents said they’d ridden in an EV with 54 percent claiming to have driven one, and 60 percent had read about them.
Pros & Cons: Saving money by not buying fuel was rated as a top benefit of owning an EV, but many believe maintenance costs for electrified vehicles1 are higher in the long run.
Electrified vehicles1 in everyday life: Most respondents agreed they would be ‘more likely’ to use an electric vehicle3 for delivering groceries and providing ride sharing, and that they would prefer an electric vehicle3 for their daily commute.
Preferred electrified1 vehicle type: When it comes to the type of electrified vehicle1 those surveyed are considering, hybrid vehicles came out on top, followed closely by plug-in hybrid electric vehicles, pure battery electric vehicles ranked third.
Looking for capability: Almost 80 percent of respondents said they would be ‘more likely’ to purchase an electric vehicle3 with ‘greater’ towing capacity, while 79 percent are looking for their first electric vehicle3 to be off-road capable. And there are still concerns that an electric vehicle3 can’t carry as much luggage/payload as an equivalent vehicle with an internal combustion engine.
Plugging in: Sixty six percent of respondents said they were aware of a few charging sites within 20 kilometers of their home, with 70 percent saying a shopping center would be the best location for charging sites, followed by service stations and office buildings. Twenty two percent said ‘inadequate charging infrastructure’ in the UAE was a barrier to purchase.
Myth-conceptions: But there are still ‘myth-conceptions’ giving some potential buyers pause for thought. Nearly half of respondents believe charging an electric vehicle3 at home is as expensive as filling up an equivalent vehicle with an internal combustion engine.
Ford, in the Middle East and beyond, remains committed to an electrified future and delivering a lineup of innovative vehicles that customers want and expect, including best-selling vehicles, such as Taurus.
Notes
1 Electrified vehicle (EV) refers to hybrid electric vehicles, plug-in hybrid electric vehicles and battery electric vehicles.
2 The survey was conducted by global research and analytics consultancy, Escalent in April/May 2024 covering 1,470 people across Australia, Saudi Arabia, Philippines, New Zealand, South Africa, South Korea, Thailand, Vietnam, and United Arab Emirates.
3 Electric vehicle refers to a vehicle with a rechargeable battery and no internal combustion engine to support it.
SOURCE: Ford
