Ford's Latest Study Reveals KSA Residents Aspire to Own EVs

Over 40% of residents in Saudi Arabia are contemplating the purchase of an electrified vehicle within the next 12 months, according to a recent survey conducted 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 perceived electrified vehicles to enhance its readiness in pursuing an all-electric future. The latter comes as a result of Ford’s commitment to supporting the region's electrified future according to the Kingdom’s Vision 2030. 

This research highlights the need for sustained efforts to improve public awareness of EVs, address the concerns about cost, range, and infrastructure, as well as promote the benefits of electric mobility. Here are some key insights that the research uncovered regarding drivers in Saudi Arabia:

• Familiarity: Drivers in Saudi Arabia are well-acquainted with electric vehicles, with most participants classifying them as being ‘fun to drive’, ‘cool’, ‘sporty’ and even ‘easy to own’. More than 40% of participants said they’d been in an electric vehicle, 31% said they’d shopped for one, and 24% claiming to have driven one.
• Demanding capability: More than 80% of participants said they would be ‘more likely’ to buy an EV with better towing capacity, while 82% are looking for their first electrified vehicle to be an off-road one. And there are still concerns that these cars can’t carry as much luggage/payload as an equivalent car with an internal combustion engine.
• Preferred EV type: When it comes to the type, hybrid vehicles HEV came out on top, followed closely by plug-in hybrid electric vehicles PHEV, and pure battery electric vehicles BEV ranked third.
• Factors influencing purchase: Saudi residents are more likely to consider buying an electric vehicle if it has a longer electric range per charge, if the number of charging stations matches that of service stations, and if maintenance costs are more affordable. Additionally, participants expressed that they would be more likely to purchase an electric vehicle if their friends also owned one.
• 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 participants agreed they would be ‘more likely’ to opt for an EV for grocery delivery services or ride-sharing and would favor an electric vehicle for their daily commute.
• Plugging in: A service station ranked highest with Saudi Arabian participants as the key location for charging sites (71%), followed by a supermarket or shopping center and then a park or recreation facility.
• Infrastructure concerns: 50% of respondents said they were aware of a few public charging sites within 20 Km of their home, although 29% said they were concerned about the lack of charging stations.
• Myth-conceptions: Just under half of respondents believe charging an electric vehicle at home is as expensive as fuelling up an equivalent ICE vehicle.

Ford remains dedicated to an electrified future, and delivering a lineup of innovative vehicles that customers want and expect, including popular models like the Taurus.

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