‘Many Kiwis’ consider electric
More than 60 per cent of New Zealanders are considering buying an electrified vehicle in the next five years, according to a survey carried out by Ford.
As part of its multi-market research, the company spoke with Kiwi drivers and those wanting to buy a new car to understand how they view traditional hybrid, plug-in hybrids (PHEVs) and battery electric vehicles to be better prepared for the future.
“We know from the research, and from talking to customers and dealers, that many Kiwis are considering an electrified vehicle but are holding back for a variety of reasons,” says Annaliese Atina, pictured, managing director of Ford NZ.
“A lot of that hesitation can be overcome if people experience first-hand the benefits of an EV. Once you’re in it and drive the Mach-E, you’ll be pleasantly surprised just how good and stress-free EV life is.”
To help customers still “on the fence”, Ford NZ and its dealership network are offering key, qualified customers extended test drives in the Mustang Mach-E. Customers thinking of making the switch should talk to their local participating Ford dealer to book one.
Another key New Zealand finding was that most respondents would be more likely to support businesses using electrified models.
The marque and its dealerships have been working with several organisations to make the transition in their fleets. Not only will the switch meet customer preferences, according to the survey, but going electric can also reduce their emissions and overall fuel costs.
The research revealed further key insights about Kiwis. These include:
• Familiarity with electrified vehicles: Drivers are familiar with electrified vehicles with most respondents classifying them as being “fun to drive”, “cool”, “sporty” and even “easy to own”. More than 40 per cent said they’d ridden in one 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 electrified vehicles.
• Sharing the ride: Kiwis would rather choose such vehicles to provide ride-sharing and to use one for their daily commute.
• Perceived benefit: Saving money by not buying fuel was rated as a top benefit of owning an electrified vehicle, but many believes maintenance costs for such models would be higher in the long run.
• Preferred type: As for the type of electrified vehicle those surveyed were considering, hybrids came out on top, followed by vehicles with internal combustions engines (ICEs) and then PHEVs.
• 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 electrified vehicle.
• Plugging in: Most New Zealand respondents were only aware of a “few” charging stations within 20km of their home. The majority said supermarkets and shopping centres would be best for public charging, followed by a service station and then recreation facility.
• Myth-conceptions: There are still “myth-conceptions” giving some potential buyers pause for thought. For instance, nearly half of respondents believe charging an electrified vehicle at home is as expensive as filling up a petrol-powered model.
• Looking for capability: Almost 50 per cent of Kiwis surveyed said they would be “more likely” to purchase an electrified vehicle with “greater” towing capacity, while 32 per cent were looking for their first one to be off-road capable. There are still concerns electrified vehicles can’t carry as much luggage or payload as ICE equivalents.
Atina says: “This research tells us people are keen to make the switch from pump to plug. But in some cases, they are looking for vehicles offering uncompromised towing, load carrying and off-road capability.”
She adds this is why Ford NZ is adding the Ranger PHEV to its line-up in 2025. Pairing a 2.3-litre turbocharged four-cylinder EcoBoost petrol engine with an electric motor and rechargeable battery system, it “boasts all features Kiwis expect from the Ranger with significantly reduced emissions, improved fuel economy and the game-changing Pro Power Onboard”.
“Despite the growing popularity of EVs and the greater understanding of them that car buyers have, it’s clear there are still some misunderstandings in our market,” adds Atina.
“Ford in New Zealand is confident the Mustang Mach-E will win over customers once they get behind the wheel. We also looking forward to introducing the Ranger PHEV, which will deliver all the benefits of the Ranger including towing, off-road capability, load carrying and more.”
Ford will continue to develop its electrified vehicle future by leveraging models such as the Mustang Mach-E, E-Transit and Ranger PHEV. In addition to offering electrified versions of its most popular models, the company says it’s harnessing electrification to deliver more performance, capability and productivity.
