When it comes to making a memorable first impression, New Zealanders appear to be trading in classic romantic gestures (like presenting flowers) for something far more revolutionary: electrified vehicles. According to Ford Motor Company’s recent study, a staggering 66% of Kiwis are considering an electrified vehicle purchase in the next five years, even in a landscape where rebate programs have shrunk.
The study, conducted in May 2024, revealed intriguing insights into Kiwis’ attitudes towards electric vehicles (EVs) as Ford aims to set the stage for an all-electric future. “Our research confirms the strong interest among Kiwis in electrified vehicles,” said Annaliese Atina, Ford New Zealand Managing Director. “However, many potential buyers remain hesitant for various reasons. The best way to alleviate their doubts is through firsthand experience.”
To bridge this gap, Ford is offering extended test drives of the iconic Mustang Mach-E—a chance for qualified customers to feel the electrifying benefits of electric mobility.
In addition to personal purchases, the survey highlighted a notable shift in consumer support for businesses adopting electric vehicles. The majority of respondents indicated they would be more likely to support companies that use EVs, signalling a growing preference for eco-friendly practices in the marketplace. Ford has been proactive in this area, collaborating with organisations to transition their fleets to electric, a move that aligns with customer preferences while reducing emissions and fuel costs.
Beyond the numbers, the study offers a closer look at what Kiwis really think about electrified driving:
Familiarity with EVs: Many respondents described electrified vehicles as “fun,” “sporty,” and “cool,” with over 40% having ridden in one and nearly 30% claiming to have driven an EV themselves.
Riding in Style: When it comes to ride-sharing or everyday commuting, Kiwis expressed a clear preference for electric options.
Financial Incentives: While saving on fuel costs was seen as a major perk, many respondents expected higher long-term maintenance costs for EVs.
Types of EV Choices: Hybrids topped the list of preferred electrified vehicles, followed closely by traditional internal combustion engine vehicles and plug-in hybrids.
Interestingly, it seems that driving an electric vehicle might just turbocharge one’s dating prospects. More than half of the surveyed Kiwis indicated they would be “more likely” to date someone who drives an electric vehicle!
While enthusiasm is palpable, concerns about charging infrastructure remain. Many Kiwis are aware of only a handful of charging stations near their homes, with most believing that supermarkets and shopping centres would be ideal for public charging options.
When it comes to electrified vehicle features, Kiwis have specific desires. Nearly 50% of those surveyed want EVs with greater towing capacity, and 32% are interested in off-road capabilities. This reflects a demand for vehicles that can handle the rugged Kiwi lifestyle without compromising on performance.
This is why Ford is preparing to expand its electrified lineup with the Ranger PHEV, set to launch in 2025. Combining a powerful 2.3-litre turbopetrol engine with an electric motor, the Ranger PHEV aims to deliver all the load-carrying and towing capabilities Kiwis expect, along with significant emissions reductions.
Despite the evident excitement surrounding electric vehicles, misconceptions persist. Many potential buyers still mistakenly believe that charging an EV at home is as costly as filling up a petrol tank. “Our research highlights a pent-up desire among Kiwis to transition from traditional fuel sources to electric power,” Atina noted. “The Mustang Mach-E has the potential to change minds, and we’re eager to showcase its impressive capabilities.”
The message is clear, New Zealanders are ready to embrace the electric revolution. With the Mustang Mach-E paving the way and the Ranger PHEV on the horizon, Ford is well-positioned to lead Kiwis into a cleaner, greener future on the road. A new era is upon us—one where the allure of electric vehicles surpasses even the most cherished traditions of romance and first impressions.
So, if you’re looking to make a lasting impact, you might want to consider trading in those flowers for something even more electrifying.
