This study supports efforts to create a compelling consumer narrative around zero-emission vehicles (ZEVs) by emphasizing the perceived advantages and benefits of ZEVs over combustion engine vehicles. The study reviewed 43 ZEV consumer surveys (27 academic papers and 16 consumer survey reports) published between January 2021 and April 2025 to understand which ZEV attributes potential and current owners value most.
The study identified major categories of non-environmental perceived benefits:
- Cost savings: This benefit emerged as the most-cited advantage for all categories of users across countries. Results suggest a focus on direct fuel cost savings may have better traction with consumers than lifetime savings.
- Enjoyment of driving: Benefits of ZEVs such as faster acceleration and lack of noise, were highly rated among consumers.
- Convenience: For those with access to private charging, the convenience of skipping frequent trips to gas stations was a highly rated benefit. Consumers also valued that ZEVs require less frequent maintenance.
Figure: Percentage of studies (n=43) citing key perceived benefits of electric vehicles.
With these findings in mind, policymakers and stakeholders designing ZEV awareness campaigns could consider:
- Campaigns that emphasize fuel-cost savings, which can counter negative narratives about high upfront cost.
- Stressing the benefits of enjoyment and convenience for ZEV drivers. To attract potential users, experience-based campaigns, such as test rides, would be an avenue to showcase these benefits.
- Tailoring campaigns and matching perceived benefits to different consumer segments.