2022-gender and electric cars| Men Vs Women!

Gender and Electric cars – Overview

SIX MONTHS AFTER FORD FINALLY ANNOUNCED IT WOULD BUILD AN ALL-EVIL VERSION OF ITS MOST POPULAR CAR EVER, THE F-SERIES TRUCK, THE AUTOMAKER RELEASED A COMMERCIAL SHOWC Men wearing button-down shirts, baseball caps, and work vests make proclamations about how much they adore the F-Series in the F-150 Lightning commercial.

Ford had brought them to a rail yard to show the guys that an electric truck could tow a train carriage weighing more than a million pounds.

Linda Zhang, the head engineer for the vehicle, was the person Ford selected to perform this presentation.

Elon Musk, the CEO of Tesla, has been associated with the EV for many years.

Additionally, less than one-third of new EV purchasers in the US and other developed EV markets, like China, are often women.

However, according to analysts, as the industry strives for mainstream adoption, carmakers are attempting to diversify the image of EVs and entice more women to purchase electric.

In 2021, only 4% of US car sales were EVs, compared to 17% in Europe and 16% in China. However, Ford, Audi, and Cadillac have all published EV advertisements in the past year with female drivers.

According to Marc Bland, chief diversity officer at research firm S&P Global Mobility, “automakers are learning that women play a vital role, not just in buying the vehicles but also in influencing others, including males, to buy vehicles.” He continues by saying that women are now more frequently seen driving than just riding in cars in online and television advertisements.

Ford refuses to provide data on the proportion of female customers among the 200,000 F-150 Lightning bookings.

Zhang serves as the model for the company’s electric vehicle. She is the face of YouTube advertisements, and images of her next to the enormous truck have circulated online.

According to Marc Bland, chief diversity officer at research firm S&P Global Mobility, “Automakers are learning that women play a vital role, not just in buying the vehicles but also in influencing others, including males, to buy vehicles.” He continues by pointing out how more often, women are seen driving rather than merely riding in cars in recent automobile advertising and web material.

When asked how many of the 200,000 reservations for the F-150 Lightning were made by women, Ford declined to provide data.

Zhang is now the woman-facing electric truck, according to the business.

She is a YouTube advertisement star, and online images of her next to the enormous truck have gone viral.

But Ford must close the longstanding gender gap in EV sales before it can convince more women to purchase the F-150 Lightning.

According to Scott Hardman, a researcher at UC Davis who examines consumer attitudes about EVs, the vast majority of EV drivers were wealthy, educated, and male ten years ago when the first of the most recent wave of electric vehicles entered the market.

His most recent polls reveal that the demographics of EV customers are shifting right now, with average income and educational levels declining.

However, in California, the largest EV market in the US, 76 percent of buyers still identify as men. Hardman states, “We have not observed a change in the gender split.”

According to Benjamin Sovacool, professor of energy policy at the UK’s University of Sussex, England, the gender gap in EV ownership surprised many academics because the first generation of electric cars was more popular in the early 1900s with women than males.

This is because rich women didn’t want to deal with the grease, commotion, and noise of fuel-powered vehicles, while men enjoyed the challenge of driving.

The US Department of Energy’s history of the electric vehicle came to the same conclusion.

It added, “They didn’t produce a nasty pollutant like the other cars of the time, were silent, and were simple to drive.

As a result, electric vehicles swiftly gained popularity among city dwellers, particularly women.

There was anticipation that when electric cars returned in the 2000s, female drivers would once more find them appealing.

However, in 2015, Sovacool conducted a poll of more than 5,000 people in five Nordic nations and discovered that women were more concerned with emissions and were more likely to prefer the quietness of EVs than men.

Recent trends, however, don’t support that. According to a McKinsey survey conducted in June, only 29 percent of US women and 41 percent of American men believe their next car will likely be an electric or plug-in hybrid.

But, according to the data, the gender disparity is narrowing in areas where electric vehicle adoption has been faster.

This means that the issue may eventually go away. For example, in France, 43% of women and 53% of men are interested in EVs. Compared to 77 percent of Chinese women, 81% of Chinese males want to go electric. But there is inequality even there.

American automakers want that to alter. By emphasising women more in their marketing, they want to convince more women to switch to electric vehicles. For example, in a December 2021 Ford commercial for the F-150 Lightning, written and directed by Nomadland’s Chloé Zhao, two women are seen: one gliding silently and safely across an intersection, the other using the truck’s battery to power her home during a power outage.

Different local automakers take similar actions. For example, singer Janelle Monáe appears in the promo for Audi’s new electric sports car, the RS e-tron GT, in which she encourages drivers to participate in development without making sacrifices.

Meanwhile, the Cadillac’s all-electric Lyric video features actress Regina King taking the wheel.

Though the marketing for the industry is based on broad generalisations that some drivers may believe are out-of-date, there are ideas as to why fewer women prefer to purchase EVs.

According to Jessica Caldwell, senior director of Insights at the automotive research firm Edmunds, “women tend to be a bit more pragmatic in terms of their purchasing decisions.” However, she also notes that EVs are typically more expensive than conventional vehicles.

As a result, the status of owning the newest and coolest gadgets is not as important to most women.

According to Laycee Schmidtke, an expert in vehicle marketing who posts videos on YouTube under the name Miss GoElectric, the US EV market’s lack of options is another issue.

She adds that only a few manufacturers provide electric SUVs with three rows of seats, and “women with families are seeking something that can serve that family.” Because there are few solutions available in the market, they require all that room.

According to Sovacool, whose research demonstrates that males use vehicles more than women and are less likely to use public transportation, EVs are expensive in nations like Norway, which means families frequently have the cash for just one car.

Philipp Kampshoff, the director of McKinsey’s Center for Future Mobility in the Americas, hypothesises that women may be more susceptible to range anxiety in nations like the US.

So it might be more terrifying to worry, he says, “Am I going to be somewhere, lost, with no charger nearby?

This month, Joan Hollins purchased a Hyundai Kona EV in a shimmering green-grey, her first electric vehicle. Her granddaughters, especially the 10-year-old who is “very into alternative energy,” also enjoy it, which she finds lovely.

But when she started looking at electric vehicles online, she soon became aware of some toxicity in the often male-dominated online communities—negative remarks, disputes, and individuals who appeared to be anti-EV The Facebook forums, she claims, are horrible. So she wonders if some potential buyers are staying away because of these predominantly masculine spaces.

However, in China, automakers market to women by giving them more options for personalising their cars—in a way that may not be appealing to customers in the US or Europe.

For example, Ora, a pastel-coloured electric vehicle (EV) modelled like a VW Beetle, was introduced by Great Wall Motors in May 2022.

It features an LED cosmetics mirror, a “Lady Driving Mode” with voice-activated parking, and a “Warm mode” to relieve period pain in drivers.

Wuling, another Chinese company, targets ladies with its tiny EV, selling the model in a range of “macaroon” hues and allowing customers to add personalised wheels or adorn the vehicle’s exterior with cartoon stickers.

The male population enjoys discussing hardware. However, women prefer experiences that are tailored to their preferences or lifestyles, according to Bill Russo, former president of Chrysler’s Beijing-based northeast Asia business and CEO of Shanghai-based advising firm Automobility.

Therefore, for that audience, adding decals or making it my own is more important; you can go for businesses like Ora that cater to that.

S&P’s Bland thinks it’s critical to identify which female groups are early adopters, even if automakers start to reach out to women more.

According to his data, Asian women and Asian men buy around the same amount of EVs in the US, as do African American and Hispanic women.

In addition, the data indicate a trend toward all-black and all-Hispanic advertising, whereas previously, there was more of a general push, according to the expert.

Therefore, he asserts, “I think that the EV sector should be looking at and appealing more to the ladies who are slightly early adopters than the more cautious guys.

For Hollins, the new owner of a Hyundai EV, it wasn’t a specific advertisement or marketing technique that made the sale.

Another woman, driving her own electric Hyundai in the “prettiest blue colour,” passed close to Hollins’ village in western Colorado with her small dog.

They started chatting; she was travelling cross-country and was Hollins’ age. “I was unaware of charging stations.

I had no idea an electric automobile could get from point A to point B, says Hollins.

However, the situation became much more manageable once she saw someone she could empathise with driving an electric vehicle.

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gender and electric cars
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