Gan Bendh

Women Behind the Wheel: Closing the Gender Gap in the Australian Electric Vehicle Market

Recent studies demonstrate women are less likely than men to consider electric vehicles (EVs) as their next car purchase in Australia. This is despite the fact that EVs offer a number of advantages over traditional gasoline-powered cars, including lower running costs, reduced emissions and a quieter and more comfortable driving experience.


There are a number of factors contributing to the gender gap in the Australian EV market. One is a lack of awareness. Women are less likely to be aware of the benefits of EVs and may have concerns about their safety and range. Additionally, EVs are often marketed in a way that appeals to male consumers, with an emphasis on performance and technology.


Another factor is the cost of EVs. While the upfront cost of an EV is typically higher than that of a gasoline-powered car, the running costs are much lower. However, women are more likely to be on lower incomes than men, making it more difficult to afford the upfront cost of an EV.

Finally, there is a perception that EVs are not as powerful or fun to drive as traditional gasoline-powered cars. This perception is often based on outdated information, as EVs have become increasingly powerful and sophisticated in recent years.


Despite these challenges, there is a growing movement to encourage more women to buy EVs in Australia. Car manufacturers are starting to market EVs in a more inclusive way, and the Australian Government is offering financial incentives to support EV adoption, such as the Electric Car Discount and the Fringe Benefits Tax (FBT) exemption for eligible EVs. Additionally, more women are becoming aware of the benefits of EVs and are choosing to make the switch.


What can be done to close the gender gap in the Australian EV market?


There are a number of things that can be done to close the gender gap in the Australian EV market, including:


More education and awareness: More education and awareness campaigns are needed to inform women about the benefits of EVs and to address their concerns. This could be done through government-funded programs, community initiatives, and partnerships between the EV industry and women’s organizations.


Targeted marketing: Car manufacturers and EV retailers should target their marketing campaigns to women, focusing on the benefits that are most important to women, such as fuel savings, reduced emissions, and a more comfortable driving experience.


Financial incentives: The Australian Government could increase the financial incentives available to women who purchase EVs. This could be done by increasing the Electric Car Discount or by introducing new incentives, such as a scrap-and-replace scheme for older petrol cars.


Public charging infrastructure: The Australian Government and state and territory governments should invest in more public charging infrastructure, especially in areas where women are more likely to live and work. This would make it easier for women to charge their EVs and reduce their range anxiety.

Employer support: Employers could provide electric vehicle charging stations at work, making it easier for women to charge their EVs and reducing their range anxiety. Employers could also offer financial incentives to their employees to purchase EVs.


By taking these steps, we can close the gender gap in the Australian EV market and make EVs more accessible to everyone. This would benefit all Australians, as it would help to reduce emissions and improve air quality.