Written evidence from Matt Thompson (ELV0026)

03/09/2023

Submission by Matt Thompson (personal capacity)

The Prize for the UK. The highest share of electric car registrations in the world, openly and demonstrably strive to be first to achieve 100% adoption.

I have worked in the automotive industry for over thirty years, working with manufacturers (OEMs), their agencies, retailers, trade bodies and the motorist.  I would highlight in particular my twelve years as marketing director at Autotrader, where attracting and engaging with millions of motorists was the KPI. The over-riding lesson was that understanding and capturing the motorist is the key, not the other way round. Get them onside and the OEMs, retailers and the whole automotive sector will follow. 

I share the passion for a complete move to electric cars in the UK as soon as possible for the good of the environment but also UK’s global share of the green economy. However, this ambition cannot be achieved if it is powered by only reluctant and nervous motorists forced by legislation or leaving things to market forces and under-informed individual choice.

We can positively and strategically stimulate this change, establishing the UK as the global leader of electric car adoption and development, with all the associated environmental and commercial benefits this positioning would bring.

Motorists should change because they have to (2030 deadline is key) but also because it is the better, cheaper and easier solution for their individual motoring needs. Where it is not, we need to speak with each motorist to understand their concerns and identify the gaps. We need to then triage resources and solutions by identifying patterns and filling them.

In the same way dealers and service providers followed the millions of motorists we attracted to Autotrader and invested in advertising and services for them, so would global business investment in batteries, infrastructure and electric vehicle manufacturing follow if the majority (all) cars in the UK were electric, and if we were first in the world to do this.

To date there has been some impressive progress in this direction, powered by free market forces, the OEMs and infrastructure providers in combination with government action and legislation. The 2030 banning of conventional petrol and diesel cars remains critical, providing the essential ‘burning platform’ to drive such a profound change. A single, clear goal we can all get behind. The north star to guide all actions.

However, change driven by these forces alone can only go so far. Competitive forces amongst the OEMs for example have been a conduit and driven remarkable technical development. However, it has also hindered progress and produced inevitably competitive and siloed results, prohibiting unified action in pursuit of a common goal for the benefit of all motorists. Case in point, the multiple and confusing EV charging connector types. A third dominant force is needed, the pull through of motorist demand.

There are already signs that the initial motorist surge and enthusiasm for the electric car is waning.  Sensational press coverage is increasingly highlighting the drawbacks of electric car ownership. High profile “early adopters” are changing their minds (and car) and then sharing their stories. All this increases the reluctance of ordinary motorists to switch and heralds’ future delays and disappointments.

In a live poll in the Sunday Times, 12th March ‘Should more drivers embrace the transition to electric cars?’ 42% said no (5,280 votes).

The Solution Framework

• The Prize. The highest share of electric car registrations in the world, first to 100% adoption.
• Widespread recognition that the move to electric cars (not hybrids) must happen. Maintain the 2030 deadline but drive for the earliest possible adoption before then in co-operation with enthusiastic motorists
• Those who need to bring about the change must recognise that the car, however it is powered holds a pivotal place in people’s lives. It gives them and their family cost effective, spontaneous, and easy freedom to go where they want, when they want.  It is fundamental to our way of life in the UK. We have an unique opportunity to remove the environmental impact of this choice.
• We must make electric cars better and easier to own than the petrol or diesel equivalent.
• Create a national campaign and single go to resource for all motorists in pursuit of 100% adoption. Individual motorist understanding at the core:

1. The DVLA database presents an extraordinary opportunity to communicate directly with all 33m car owners and motorists in the UK. This will require exceptional measures, involving government and industry co-ordination as well as GDPR and data privacy steps. The size of the prize makes this worthwhile.
2. Create the largest ever UK motorist survey and database with full backing of government, DVLA and industry. Actively promoted and endorsed by all parties.
3. Discuss with the social researchers how to best identify motorists’ relationship with their car e.g. How do they use it for work or leisure? Where do they park at home and work? When will they be changing to an electric car (when not if)? What charging infrastructure do they need? What barriers do they see? What would encourage them to change earlier? The questions should be designed to support the next steps.
4. Triage process. Survey designed (questions, AI, anonymised data management, system architecture) with the end in mind. The survey questions will enable the identification of patterns among social/demographic groups and settlement types, of hot spots and gaps, of support, fears and antagonism to the move to electric. This will, in turn, show where resources can be best focussed by business and government in pursuit of the prize.
5. An open-source factfinder/FAQs, based on the survey results, should be made available so that individual motorists, OEMs, infrastructure providers, industry bodies and government can seek solutions aligned to their circumstances. This will enable relevant and efficient development of resources, priorities, quick wins and products.
6. Direct, equal and easy links to a trusted, government assured, data source, would give motorists access to OEMs, infrastructure providers, finance and charging solutions. Allow and encourage immediate purchase.
7. Funding of survey, research, database and promotion. Equal funding by government and industry.  Anonymised data and results sold to industry, media. Explore other appropriate revenue from this extraordinary resource.