Driving Towards Equality: Women and the Electric Vehicle Market

Across Europe and beyond, ambitious targets are being set to significantly reduce emissions from road transport, with a pivotal focus on transitioning from internal combustion engines to electric vehicles (EVs). This transition is essential for lowering our carbon footprint, but there is a pressing need to accelerate this shift. A significant barrier to achieving these goals is the underrepresentation of women among EV consumers.

Maria Linkova-Nijs, the Executive Head of Policy and Strategy at the European Automobile Manufacturers’ Association (ACEA), emphasized the urgency of the situation: “We only have 10 years until 2035 to reach zero emissions for vehicles. If we are nearing 2025 and struggling to grow the market to even 15 percent, how can we realistically reach our targets?”

To explore the challenges and opportunities in the EV industry, we hosted a live debate featuring insights from industry experts and policymakers on how to enhance the appeal of EVs to women and the broader population. You can watch the lively discussion in the video below:

Recharging The Debate: Are EVs Just For Rich Men?

Only one in ten EV drivers are women

Recent studies indicate a stagnation in the EV market across various parts of Europe, with a notable demographic disparity among consumers. According to the latest research from the European Alternative Fuels Observatory (EAFO), the typical battery electric vehicle (BEV) driver is predominantly male. Maria Linkova-Nijs highlighted this gender gap, stating that the average BEV driver is a man aged between 35 and 55, residing in a detached house, earning a medium income, and holding a higher education diploma. A 2023 poll conducted by the EV charging app Bonnet further corroborated this, revealing that only one in ten EV drivers are women.

EVs are not designed to appeal to women

Several panelists identified vehicle design as a primary factor contributing to the gender gap in EV ownership. Slovenian MEP Zala Tomašič pointed out that women often use cars for multifaceted purposes, such as transporting children to school and extracurricular activities, in addition to commuting to work. She noted that the limited range of most EVs can render them impractical for such diverse uses. “Affordability is another critical issue—women typically spend less on vehicles, and EVs are often more expensive,” she explained.

There is no EV on the market that can replace the small, affordable car

Tommaso Pardi, a sociologist and senior researcher at the French National Centre for Scientific Research (CNRS), echoed these sentiments, attributing the design characteristics of EVs to their lack of appeal among women. He noted that current EV offerings tend to be large, heavy vehicles due to increasing regulatory pressures that demand more technology in cars, resulting in models that are cost-prohibitive for many consumers. “In 2023, the average BEV sold in Europe weighed approximately two tonnes and had a price tag of about €66,000,” Pardi stated. “This clearly positions EVs as vehicles primarily for affluent men rather than attracting female drivers.”

Statistics reveal that women generally prefer smaller, lighter, and more affordable cars. Pardi highlighted that women account for 75 percent of domestic trips, while men take 80 percent of long-distance journeys. “For these everyday trips, the most rational choice is to opt for older, small cars that are economical to purchase, operate, and park,” he explained. “Unfortunately, the current electric market lacks options to replace these practical vehicles.”

Furthermore, the trend of producing EVs as SUVs, which are predominantly purchased by men (80 percent), further alienates potential female buyers. “This is concerning because women tend to choose more energy-efficient vehicles. We must democratize access to EVs,” Pardi urged.

Gender inequality in electric vehicle infrastructure

Various external factors also contribute to women’s hesitance to invest in EVs. Tomašič pointed out that in many urban and rural areas, charging stations can be poorly lit, leading women to feel unsafe while waiting to recharge their vehicles. Linkova-Nijs noted that women are more likely to live in apartment buildings, which often limits their access to charging facilities. “For a woman in an apartment, finding public charging can be a challenge, and the cost of electricity at these stations is typically much higher, making it harder to afford EV ownership,” she remarked.

“We cannot continue to burden manufacturers with increasing regulations without creating the necessary environment for selling EVs,” Tomašič cautioned. “It is unfair to penalize manufacturers because consumers face affordability issues or high electricity costs.”

Linkova-Nijs added that while the supply of EVs is no longer a concern, demand remains an issue. “Manufacturers have fulfilled their part by bringing vehicles to market, but now we must ensure that consumers are on board,” she said.

Alexander W. Wehr, President and CEO of BMW Group Belux, emphasized the importance of collaborative efforts from all stakeholders. “Everyone must work together to make this transition happen—governments, the automotive industry, and consumers alike,” he stated. At BMW, Wehr mentioned initiatives like their ‘electric driving academy,’ aimed at alleviating consumer apprehensions about EVs and charging infrastructure by educating them on battery capacity, range, and charging processes. “We see it as our corporate responsibility to support the transition to sustainable mobility,” he asserted.

With the market share of EVs declining from 15 percent to 13 percent over the past year, the urgency to find solutions is more apparent than ever. Our panelists stressed that a coordinated, multifaceted approach is necessary for success. “It’s not solely about manufacturers; we need a harmonious interplay of infrastructure, electricity pricing, battery costs, competitive manufacturing conditions in Europe, and effective regulatory frameworks,” Linkova-Nijs concluded.

She acknowledged that while more affordable models are emerging, priced around €25,000, truly economical options remain a challenge. “The inherent cost of battery production is a significant factor that keeps the price of battery vehicles higher than that of combustion engines,” she explained. “For smaller vehicles, the battery constitutes about 40 percent of the total material costs.” Linkova-Nijs stressed the importance of maintaining incentives for purchasing and utilizing EVs.

Pardi highlighted the critical role of policy and regulations at various levels—from European to national to local—in facilitating this transition. “The future of our planet is at stake. EVs represent the technology of tomorrow, and the sooner we embrace this shift, the better for all,” he stated.

Belgium, Denmark, and the Netherlands lead the EV revolution

While the overall trend for EVs may be declining, several countries are experiencing growth. Denmark, the Netherlands, and Belgium are examples of nations where demand for EVs is on the rise, and other European countries should look to these leaders for guidance on policy development. “Belgium has seen a remarkable 40 percent increase in electric vehicle sales this year,” Wehr remarked. “Markets tend to shrink when there are inconsistent policy decisions and abrupt subsidy withdrawals. Predictability is crucial for consumers and the economy alike.”

Wehr attributed Belgium’s thriving EV market to its strong commitment to the Green Deal and financial incentives in the northern regions. “Success occurs when all parties collaborate effectively,” he concluded.

Meet the Panellists:

Zala Tomašič, MEP

Zala Tomašič is a Slovenian politician from the right-wing conservative SDS party. She serves as a member of the European Parliament within the European People’s Party (EPP) group, having commenced her term on July 16, 2024. Tomašič made history as the youngest elected Member of the European Parliament in Slovenia. She studied political science and economics in the United States and interned at the US Senate in Washington, DC. Tomašič is also the author of the book “Invisible Election Rigging: Effect of Social Media and Technology on Democratic Practices.”

Maria Linkova-Nijs, Executive Head of Policy and Strategy, ACEA

Maria Linkova-Nijs serves as the Executive Head of Policy and Strategy at the European Automobile Manufacturers’ Association (ACEA). With over 15 years of experience in media relations and EU government affairs, her role involves simplifying complex narratives to enhance lobbying and reputation management. She leverages insights from various disciplines, including digital marketing and behavioral science, to inform the association’s communications and policy influence in Brussels.

Tommaso Pardi, Sociologist

Tommaso Pardi is a sociologist and researcher specializing in the automotive sector, currently affiliated with the French National Centre for Scientific Research (CNRS) as a senior researcher. He directs the international Gerpisa network, dedicated to studying the automobile industry and its workforce since 1992. Pardi has authored numerous papers on automotive developments, focusing on employment, industrial policies, and corporate strategies. Currently, he is researching the electrification and digitization of the automotive sector in Europe.

Alexander W. Wehr, President and CEO of BMW Group Belux

Alexander Wehr took on the role of President and CEO of BMW Group Belux in 2022. Before this position, he served as vice president of sales and marketing and was a member of the executive board of BMW Motorrad. From 2016 to 2021, he was the President and CEO of BMW Group Latin America. Wehr studied at the German business and law school EBS Universität für Wirtschaft und Recht.