More than 40 percent of Saudi Arabia residents are considering purchasing an electrified vehicle in the next 12 months, according to a recent survey by Ford Motor Company, with most preferring hybrid technology.
As part of its multi-market research, Ford spoke with drivers in Saudi Arabia and those wanting to buy a new car 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 the Kingdom’s Vision 2030.
This research highlights the need for continued efforts to upskill 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 drivers in Saudi Arabia:
Familiarity: Drivers in Saudi Arabia are familiar with electric vehicles, with most respondents classifying them as being ‘fun to drive’, ‘cool’, ‘sporty’ and even ‘easy to own’. More than 40 percent of respondents said they’d ridden in an electric vehicle, 31 percent said they’d shopped for one with 24 percent claiming to have driven one.
Demanding capability: More than 80 percent of respondents said they would be ‘more likely’ to purchase an electrified vehicle with ‘greater’ towing capacity, while 82 percent are looking for their first electrified vehicle to be off-road capable. And there are still concerns that an electrified vehicle can’t carry as much luggage/payload as an equivalent vehicle with an internal combustion engine.
Preferred EV type: When it comes to the type of electrified vehicle those surveyed are considering, hybrid vehicles came out on top, followed closely by plug-in hybrid electric vehicles, pure battery electric vehicles ranked third.
Factors influencing purchase: ResidentsinSaudi Arabia are more likely to consider purchasing an electric vehicle if it can drive longer distances between charges, if the number of charging stations matches that of service stations, and if maintenance costs become more affordable. Additionally, respondents indicated they would be more inclined to buy an electric vehicle if their friends also drove them.
Pros & Cons: Saving money by not buying fuel was rated as a top benefit of owning an electric vehicle, but many believe maintenance for electrified vehicles are higher in the long run.
Electric vehicles in everyday use: Most respondents agreed they would be ‘more likely’ to select an electric vehicle for grocery delivery services or providing ride sharing, and that they would prefer an electric vehicle3 for their daily commute.
Plugging in: A service station ranked highest with Saudi Arabian respondents as the key location for charging sites (71 percent), followed by a supermarket or shopping center and then a park or recreation facility.
Infrastructure concerns: Fifty percent of respondents said they were aware of a few public charging sites within 20 kilometers of their home, although 29 percent said they were concerned about the lack of charging infrastructure.
Myth-conceptions: But there are still ‘myth-conceptions’ giving some potential buyers pause for thought. For instance, just under half of respondents believe charging an electric vehicle 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.
