Electric Car Makers Face ‘Uphill Battle’ to Tempt Drivers and Avoid Fines
By Mark Ludlow
Motorists considering the switch to an electric vehicle may find some attractive deals this year as dealerships offer significant discounts to spur the market. Industry insiders report it remains a challenge to hit government sales targets, with the threat of substantial fines looming over manufacturers.
The average discount off the recommended retail price for EVs is currently 12 percent, but it can reach as high as 28 percent, according to Auto Trader, a British online marketplace for cars.
In addition to price reductions, incentives on financing are also being offered. Fraser Brown, an analyst from the automotive consultancy MotorVise, noted, “They sweeten the deal via either a finance deposit or low-rate finance.”
Despite these tempting offers, persuading consumers to adopt electric cars continues to be an “uphill battle,” according to Ian Plummer, commercial director for Auto Trader. This struggle is linked to the pressure on manufacturers to meet emission targets established by the government. For example, Nissan, which has a factory in Sunderland, warned of the risk to production posed by potentially high fines if they did not meet EV sales quotas.
Nissan, which has a factory in Sunderland, warned of the risk to production of excessively high fines.
