November 1, 2024 – A recent survey conducted by Ford Motor Company has unveiled that over 40% of residents in Saudi Arabia are seriously considering the purchase of an electrified vehicle within the next year. Notably, the preference leans heavily toward hybrid technology, reflecting a significant shift in consumer attitudes toward electric mobility.
As part of its comprehensive multi-market research initiative, Ford engaged with drivers across Saudi Arabia, particularly focusing on those looking to buy new cars. This study aims to gauge public perception of electrified vehicles, aligning with Ford's commitment to support the region’s transition to electric mobility as outlined in the Kingdom's Vision 2030.
The survey indicates that Saudi drivers possess a solid understanding of electric vehicles (EVs). Most respondents characterized EVs as “fun to drive,” “cool,” “sporty,” and “easy to own.” More than 40% of participants reported having been in an electric vehicle, while 31% indicated they had actively shopped for one, and 24% claimed to have driven an EV.
Additionally, the findings reveal a strong demand for capability among potential buyers. Over 80% of participants stated they would be “more likely” to purchase an EV if it offered better towing capacity, with 82% expressing a desire for their first electrified vehicle to be suitable for off-road use. However, there remain concerns regarding the luggage and payload capacity of electric vehicles compared to their internal combustion engine counterparts.
When it comes to the type of electrified vehicle desired, hybrid electric vehicles (HEVs) emerged as the top preference, followed closely by plug-in hybrid electric vehicles (PHEVs). Battery electric vehicles (BEVs) ranked third among the options.
Factors influencing the purchase decision are critical. Saudi residents indicated they would be more inclined to consider an electric vehicle if it featured a longer electric range per charge, if the number of charging stations matched that of traditional service stations, and if maintenance costs were more affordable. Additionally, there was a notable social influence; participants expressed a greater likelihood of purchasing an EV if friends or acquaintances also owned one.
Survey respondents highlighted several pros and cons associated with owning an electric vehicle. The potential for significant savings on fuel costs was identified as a major benefit, although many participants voiced concerns that maintenance costs for electrified vehicles might be higher in the long run.
Most respondents agreed they would be “more likely” to opt for an EV for everyday tasks such as grocery delivery or ride-sharing services. Moreover, there was a clear preference for charging locations, with service stations being favored by 71% of participants, followed by supermarkets or shopping centers, and then parks or recreation facilities.
Despite the positive attitudes toward electric vehicles, infrastructure concerns linger. Approximately 50% of respondents indicated awareness of a few public charging sites within 20 kilometers of their homes, but 29% expressed apprehension about the lack of adequate charging stations in the region.
Interestingly, just under half of the participants believed that charging an electric vehicle at home would be as expensive as fueling a comparable internal combustion engine vehicle.
Ford remains committed to an electrified future, focusing on delivering a lineup of innovative vehicles that resonate with customer expectations, including popular models like the Taurus. This research underscores the growing interest in electric mobility in Saudi Arabia, highlighting the need for continued efforts to educate the public and improve infrastructure as the region moves toward a sustainable transportation future.