Renault UK released survey findings showing car buyers prioritize design and affordability over environmental benefits when choosing electric vehicles.
The study of more than 1,600 Renault EV owners found that 64% cited design as their primary motivating factor – making it the single most influential element in their purchase decision.
Among buyers of the retro-styled Renault 5, that figure jumped to 71%.
The findings suggest a shift from early EV adoption patterns. Previous buyers were thought to be driven primarily by cutting-edge technology or environmental concerns as electric cars become mainstream.
Affordability ranked second among purchase motivations.
After taking ownership, 66% of respondents said their EV was cheaper to run than they’d expected. In contrast, just 8% said environmental reasons motivated their switch to electric.
The survey included 69% first-time EV buyers rather than returning customers.
96% said they’d recommend an electric car to friends and family. Just 9% said they’d consider switching back to a combustion engine.
Daily Use Satisfaction
Beyond the purchase experience, 60% said their EV was easier to live with than expected. Only 8% expressed concerns around driving range.
Public charging remains a significant challenge.
When asked about the biggest ownership challenges, 57% identified the cost of public charging – which can exceed 80p/kWh at expensive sites. Problems with charger availability followed, both in public locations and for drivers without private driveways.
“The responses show that the next wave of EV adoption will be driven by making cars that people genuinely want,” said Adam Wood, managing director of Renault UK.
Wood said the survey proved that driving EV adoption required building desirable cars rather than compelling switches through regulation.
“That’s why Renault has focused on developing cars with personality and charm, then made them accessible and affordable.”
He added that buyers chose Renault EVs for their overall appeal – not simply their electric powertrains.
“The strongest proof of that is the owners themselves: the people who chose Renault EVs because they wanted them, are now proving just how well they work in the real world.”
