Ford's Study Shows Strong Interest in EVs Among KSA Residents

SAUDI ARABIA : A recent survey by Ford reveals that over 40% of residents in Saudi Arabia are considering purchasing an electric vehicle (EV) within the next year, with a preference for hybrid models.

• The study aims to enhance Ford's readiness for the Kingdom’s electrification goals under Vision 2030.
• Over 40% plan to buy an EV in the next year, primarily hybrid models.
• Concerns include cost, range, infrastructure, and maintenance of electric vehicles.

According to a recent survey by Ford Motor Company, interest in electric vehicles is on the rise among residents of Saudi Arabia, with over 40% contemplating a purchase within the next 12 months.

The survey, part of Ford’s multi-market research initiative, aims to align the company’s efforts with the Kingdom's Vision 2030 goals for a more electrified future. This study sheds light on the attitudes and concerns of drivers regarding electric mobility in the region.

Key Insights from the Survey

Ford's survey reveals insights into the perceptions and preferences of KSA residents when it comes to electric vehicles:

• Familiarity:

  Most participants are familiar with electric vehicles, describing them as ‘fun to drive,’ ‘cool,’ and ‘sporty.’ Over 40% reported having been in an EV, while 31% had actively searched for one, and 24% claimed to have driven an electric vehicle.

• Demand for capability:

  More than 80% of respondents indicated they would be more likely to buy an EV with improved towing capacity. Additionally, 82% expressed a preference for their first electrified vehicle to be an off-road model. 

However, concerns linger about the cargo capacity of EVs compared to traditional internal combustion engine vehicles.

• Preferred types:

  When it comes to the type of electric vehicle desired, hybrid electric vehicles (HEVs) emerged as the most popular choice. They were followed closely by plug-in hybrid electric vehicles (PHEVs), while battery electric vehicles (BEVs) ranked third.

Factors Influencing Purchases

Several factors were highlighted as influencing potential buyers in Saudi Arabia:

• Range and infrastructure:

  A longer electric range per charge and a robust network of charging stations were top considerations for prospective buyers. Many participants noted that charging stations should be as prevalent as conventional service stations.

• Cost considerations:

  Lower maintenance costs are crucial for buyers when considering electric vehicles. Interestingly, respondents mentioned they would be more inclined to buy an EV if their friends owned one.

• Pros and cons:

  While saving on fuel costs was recognized as a key benefit, many participants expressed concerns about potentially higher long-term maintenance costs for electrified vehicles.

Everyday Use and Infrastructure Concerns

The survey results indicate that residents would be more likely to use electric vehicles for daily tasks such as grocery delivery and commuting. When asked about charging locations, service stations topped the list, followed by supermarkets and parks. 

However, 29% of respondents voiced concerns regarding the scarcity of charging stations, despite 50% claiming awareness of some public charging sites within 20 kilometers of their homes.