Exploring consumer perceptions, experiences, and adoption factors of electric vehicles in South Africa's mixed-energy mobility market

Abstract

The transport industry plays a significant role in contributing to high carbon emissions due to their complete dependency on fossil fuels. This has led to the automotive industry becoming one of the key focus areas for driving sustainability at a global level. Despite the initiatives and policies introduced by various governments to promote electric vehicles (EVs), they still make up a small percentage of vehicles on the roads, especially in African countries. This can be attributed to macroeconomic factors such as the decline in household income and daily load-shedding or reduction in many parts of South Africa (PwC, 2023). However, with more variants in the market and more accessible models, there is a slight improvement and a general optimistic projection for future mobility. This study aimed to explore consumer perceptions, experiences, and factors influencing the adoption of EVs within South Africa's mixed-energy mobility landscape. As South Africa seeks to transition towards more sustainable energy solutions and reduce carbon emissions, it faces unique challenges and opportunities in EV adoption. The problem focused on identifying the key drivers and barriers that impacted EV adoption, particularly emphasising economic, technological, social, and psychological factors shaping consumer decisions. To address this problem, a qualitative research approach was employed, utilising in-depth interviews with diverse stakeholders, including consumers, industry experts, and policymakers. Thematic analysis was conducted on the data collected, which provided detailed insights into how perceptions of cost, infrastructure limitations, environmental benefits, and government policy influenced consumer willingness to adopt EVs in South Africa. The findings revealed that although environmental awareness among consumers was increasing, several barriers deterred EV adoption. These included high initial costs, inadequate charging infrastructure, and frequent power outages, which compounded concerns around EV viability. Additionally, insufficient government incentives and support were perceived as a further obstacle to widespread adoption. The implications of these findings suggest that strategic interventions are necessary to promote EV adoption in South Africa. The study recommended policy initiatives that could make EVs more accessible and affordable, alongside significant investment in charging infrastructure and public education campaigns to enhance awareness and acceptance. The study contributed to the broader body of knowledge on sustainable transportation by addressing the unique challenges faced in developing regions and providing actionable insights for policymakers and industry stakeholders interested in accelerating the EV transition within South Africa.