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Electric cars, on the road to normal

Today is an exciting day for the Go Ultra Low campaign, not only are we publishing new research, we’re announcing a new celebrity ambassador, launching our brand new ad campaign, and welcoming a host of new members.

Electric cars are nothing new. In fact, they’ve been around for over 100 years. However, it’s only in the last 10 years they’ve become a more regular sight on our roads. But when will they become the norm?

New research published today by Go Ultra Low, which looks at the normalisation of technology, has found that two thirds of consumers expect “electric cars” to be referred to as “cars” by 2030

What will drive the transition? The research found that people seeing their family or friends driving them (33%), as well more being visible on the road (49%), will be factors in changing people’s perceptions. This comes as year-to-date registrations of fully electric cars reached a record high in August, with a 93.1% increase compared to the same period last year.

We asked consumers what would increase the likelihood of them purchasing an electric car, almost half (45%) cited an improvement in charging infrastructure, and a quarter (25%) a wider choice of models. What many consumers don’t know is that the UK’s public charging network has more than 25,000 chargepoint connectors at over 9,500 locations, with more than 500 new devices installed in the last 30 days alone. This week the government committed £70 million worth of investment in the UK’s rapid charge network, which will increase the size from 2,100 chargers to over 5000.

When it comes to choice, well the numbers speak for themselves. Consumers believed, on average, there were only 15 models available when in fact, there are 24 fully electric and hydrogen, and 27 plug-in models on the market, with that number set to double over the next 12 months.

So that’s the research, but what about our ambassador?

Well, we are thrilled to announce that broadcaster, writer and adventurer Ben Fogle has joined the Go Ultra Low campaign.

Ben said: “More and more people are embracing electric vehicles, but there’s still a job to be done. I’m excited to be on this journey with Go Ultra Low and playing my part in supporting this transition.

“It’s really encouraging to see that people expect EVs to be the norm in just over a decade. Our research shows that as we become more aware of the benefits of owning an electric car, the choice of models available and the rapidly growing charging infrastructure, people are more likely to consider going green and buy an EV.”

Our new ad campaign, which celebrates electric cars becoming the norm, is now supported by a host of new members. As well as Government, Go Ultra Low welcomes Audi, BMW, DS, Hyundai, Jaguar Land Rover, Kia, Mercedes-Benz, MINI, Nissan, Peugeot, Renault, smart, Tesla, Toyota and Volkswagen, with more to follow soon.

Not only that, but for the first time we are joining forces with energy providers. Centrica, EDF Energy, E.ON, Octopus Energy (and its sister company Octopus Electric Vehicles) and SSE Enterprise will support us in helping consumers and organisations understand the benefits, cost savings, and capabilities that EVs offer.

Have you thought about making the switch to an electric car? Why not visit our car selector tool and see which model might be right for you, and start your journey into the electric future.