The electric car rally slows down – and more people complain about high prices
Electric cars are often considered essential for the green transition, yet one in three people in the Nordics disagree. Support for electric vehicles has clearly decrease as more people are deterred by steep prices, according to this year’s Mobility Barometer. At the same time, there is a deep divide on the issue, with one group standing out.
We need to make transportation greener to reduce climate-damaging emissions, and electric cars are necessary to achieve this shift. This message has been promoted daily for several years, across various contexts and countries.
However, in 2024, electric cars have been publicly questioned more than before. Critics have pointed to everything from the relatively short range to their high prices, and not least, the resources required for their production – factors that could challenge their label as “environmentally friendly.”
A new survey reveals significant division
For the first time, the Mobility Barometer asked the public in Sweden, Norway, Finland, and Denmark whether they believe electric cars are essential for the green revolution.
The fact is, far from everyone agrees. A total of 29 percent dismiss the idea, while 30 percent see electric vehicles as a must for the transition. Almost as many, 28 percent, have no opinion, and a smaller portion is unsure what to think.
Beneath the surface, there are significant differences between countries, with Finland and Norway standing out.
In Finland, 37 percent reject the idea of electric cars as enablers of the green shift, with only 22 percent in favor. In Norway – the country where electric cars are most common – noticeably, 36 percent believe electric cars are not necessary for the green transition, while 26 percent believe they are. In Sweden, more people view electric cars positively in the green transition than those who don’t, with 33 percent in favor versus 23 percent against. However, the country that has the most faith in the sustainability of electric vehicles is Denmark. Here, 36 percent believe that electric cars are a must, while 25 percent do not.
The impact of financial constraints
Meanwhile, daily life has become tougher for many since the last edition of the Mobility Barometer was published. Rising interest rates, the high cost of living, and tighter wallets have dampened car buyers’ interest. Additionally, electric car subsidies have disappeared in countries like Sweden and Norway, contributing to a decreased desire to own or lease an electric car.
Two years ago, 27 percent said no to the idea – today, that figure has risen to 31 percent, with the strongest opposition in Finland. A full 40 percent of those who cannot see themselves driving an electric car cite that they simply cannot afford one, making this the most common reason – two years ago, that figure was 34 percent. Sweden has the biggest issue, with half of the respondents pointing to the price as the main barrier.
In short, money talks, and a significant portion of the public believes that electric cars are “only for the rich".
A divided world within the same countries
But the world is not black and white, nor is the Nordics. We live in what can feel like divided worlds, even though we belong to the same country and region. Urban areas often see rapid development – with investments in bike lanes, charging stations, public transport, and a variety of mobility services – while the pace of change looks differently in smaller towns and rural areas.
This contrast is also reflected in our views on electric cars.
City dwellers in the Nordics have a distinctly more positive view of batterypowered vehicles. More people in urban areas believe that the green revolution requires a shift to electric cars, whereas in rural areas, the opposite is true.
There, more people do not believe electric vehicles are necessary.
Among those who are hesitant to own or lease an electric car, 18 percent of city dwellers cite poor access to charging stations – in rural areas, this figure is more than double, at 38 percent.
One group stands out – and signals the future
We also live in divided worlds in another way, according to the survey, and it has to do with age.
Younger people are generally much more positive about electric cars than older generations. Nearly four in ten under 35 see electric cars as necessary for the green revolution, while only one in five in the same age group dismisse the idea. Resistance to owning or leasing an electric car is twice as high among those over 65, compared to younger people: 42 versus 21 percent.
So, what conclusion can be drawn?
Perhaps that new generations bring new habits. If so, this could signal a change where more and more people will choose electric cars, revolution or not.
