Charging in America: Taking Electric Vehicles Mainstream

March 22, 2023 by Electrify America

Even though electric vehicle sales reached over 800,000 in 2022 – nearly doubling from 2021, some common misperceptions about electric vehicles (EV) still persist – like only being offered in a compact size and not meeting the lifestyle needs of different consumers -- but the EV market is progressively changing.

As Yuval Steinman, Hyundai director of eco compliance & research, and Christian Voigt, BMW North America e-mobility strategy manager, point out in a new video from Electrify America, increased exposure to EVs, product improvements and more vehicle options in almost every category are helping clear up those misconceptions and take EVs mainstream.

Click here to view video.

As BMW's Voigt noted, cost savings may help move the needle for consumers – because while many EVs may be more expensive at the time of purchase, the lower price of electric power currently makes fueling cost a little less than a similar vehicle re-fueling with gasoline. Range confidence will also be key to further EV adoption, said Steinman, because drivers want to know they can get to where they want to go without long stops for charging.

Robert Barrosa, Electrify America's vice president of technology, asked Hyundai's Steinman and Voigt how car brands are driving awareness to consumers and dealerships alike – and how there's more being done than drivers might expect.

For BMW, it's about designing attractive EV offerings across every major vehicle segment. BMW encourages dealers to experience and drive their EVs to have a firsthand understanding and covey it to potential customers.

For Hyundai, it starts with envisioning an ideal product: one that can fit both people and cargo, offer 300 miles (or more) of range, and charge quickly on DC fast-charging networks like Electrify America's. Hyundai is also working with dealers to ensure they are properly trained on EV service and maintenance tools and can educate potential buyers on product features, range, and charging.

'Once people make the switch, they're locked in for good,' said Steinman.

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Steinman expressed hope that as charging networks grow and people are confident with the infrastructure, charging won't even become part of the conversation when looking at EVs – rather, consumers will look at which product best meets their needs and will feel good about having their charging covered no matter where they go.

'Range anxiety becomes range confidence,' said Voigt.