South Africans show surprising enthusiasm for electric vehicles, with 43% considering an electrified purchase within five years, according to Ford’s latest market research. However, this optimism comes with a significant caveat: nearly half of potential buyers harbour serious concerns about the country’s charging infrastructure.
The study, conducted across nine markets including South Africa, reveals a complex relationship between local consumers and electric mobility. While South Africans demonstrate strong interest in electrified vehicles, their preferences lean heavily toward hybrid technology rather than fully electric options — a practical choice given the country’s ongoing power supply challenges.
“This research highlights the need for continued efforts to educate the public about electrified vehicles, address concerns about cost, range, and infrastructure, and promote the benefits of electric mobility,” says Sunil Sewmohan, executive director of Product Marketing at Ford South Africa.
The findings paint a picture of a market ready to embrace electrification but held back by practical concerns. Almost three-quarters of respondents indicated that load shedding would influence their decision to purchase a battery electric vehicle, while 70% cited charging infrastructure as a major consideration.
Interestingly, South African buyers aren’t just looking for basic transportation — they want capability. A striking 71% of respondents said they would be more likely to purchase an electric vehicle with greater towing capacity, while 70% prioritise off-road capability in their first electric vehicle.
The study also revealed some surprising social dynamics: nearly 70% of respondents claimed they would be more likely to date someone who drove an electric vehicle, suggesting that sustainable transport choices might be becoming a marker of social consciousness.
However, misconceptions persist. About 40% of respondents believe that charging an electric vehicle at home costs as much as fueling a petrol-powered vehicle, highlighting the need for better consumer education about the real costs of electric vehicle ownership.
Service stations emerged as the preferred location for charging infrastructure, followed by shopping centres and office buildings. Yet almost half of the respondents weren’t aware of any public charging sites within 20 kilometres of their homes, underscoring the infrastructure gap that needs to be addressed.
The survey, conducted by Escalent in April/May 2024, covered 1,470 people across multiple markets including Australia, Saudi Arabia, Philippines, New Zealand, South Africa, South Korea, Thailand, Vietnam, and United Arab Emirates.
