The road to electrification here for the motoring industry has slowed in recent months, but a study by Ford New Zealand shows that the purchasing of electric vehicles looks to be speeding up.

More than 60 per cent of Kiwis are considering purchasing an electrified vehicle in the next five years, according to a survey conducted in May 2024 by Ford NZ.

As part of its multi-market research, Ford spoke with Kiwi drivers and those wanting to buy a new car to understand how they viewed EVs so that it could be better prepared in its pursuit of an all-electric future. 

“We know from the research and also from talking directly to customers and dealers that many Kiwis are considering an electrified vehicle but are holding back for a variety of reasons,” said Annaliese Atina, Ford New Zealand Managing Director.

“A lot of that hesitation can be overcome if people experience firsthand the benefits of an EV. We know from customers’ experiences in New Zealand and around the world, once you’re in it and drive the Mach-E, you’ll be pleasantly surprised just how good and stress-free the EV life is.”

The research revealed further key insights about Kiwi drivers, including:

Familiarity with EVs: Drivers in New Zealand are familiar with electrified vehicles1, with most respondents classifying them as being ‘fun to drive’, ‘cool’, ‘sporty’ and even ‘easy to own’. More than 40 per cent of respondents said they’d ridden in an electric vehicle3 with 27 per cent claiming to have driven one.

Favourable for Business: The majority of respondents agreed they would be ‘more likely’ to support businesses using electric vehicles.

Sharing the Ride: Kiwis would rather choose an electric vehicle to provide ride sharing, and that they would prefer an electric vehicle3 for their daily commute.

Perceived benefit: Saving money by not buying fuel was rated as a top benefit of owning an electric vehicle3, but many believe maintenance costs for electrified vehicles1 are higher in the long run.

Preferred electrified vehicle type: When it comes to the type of electrified vehicle1 those surveyed are considering, hybrid vehicles came out on top, followed by ICE vehicles and then plug-in hybrid electric vehicles. 

Love connection: If you’re looking for love then you can forget roses, because more than half of the respondents said they would be ‘more likely’ to date someone who drove an electric vehicle.

Plugging in: Most New Zealand respondents were only aware of a ‘few’ charging stations within 20 kilometres of their home. The majority said that supermarkets and shopping centres would be best for public charging, followed by a service station and then a recreation facility. 

Myth-conceptions: But there are still ‘myth-conceptions’ giving some potential buyers pause for thought. For instance, nearly half of respondents believe charging an electrified vehicle1 at home is as expensive as filling up a gasoline-powered vehicle. 

Looking for capability: Almost 50 per cent of New Zealanders surveyed said they would be ‘more likely’ to purchase an electric vehicle with ‘greater’ towing capacity, while 32 per cent are looking for their first electric vehicle to be off-road capable. And there are still concerns that an electric vehicle can’t carry as much luggage/payload as an equivalent vehicle with an internal combustion engine.

Ford NZ’s electric line-up includes models like the Mustang Mach-E, E-Transit and Ranger PHEV.