Buyers demand “less stick, more carrot” to drive EV uptake, says JudgeService

Financial incentives, not regulatory pressure, are what car buyers believe will finally spark a true retail shift to electric vehicles (EVs), according to new research from JudgeService.

The car dealer review platform surveyed 1,000 recent and prospective buyers and found a resounding 81% want government incentives, such as tax breaks or a scrappage scheme, to encourage the switch to electric.

The findings come as new retail EV sales continue to lag behind government targets, with growing scepticism around the effectiveness of current policies. Over two-thirds of respondents expect the government to further soften its Zero Emission Vehicle (ZEV) Mandate, which requires 28% of new car sales to be fully electric in 2025.

Meanwhile, opinions remain split on the planned 2035 ban on new petrol, diesel, and hybrid vehicles. Just 35% support the move, while 43% oppose it and 19% remain undecided.

Neil Addley, managing director of JudgeService, said the message from consumers is clear: "Retail car buyers have absolutely no financial incentive to make the switch to EVs.

"New retail EV sales are tracking woefully behind where they need to be to hit the government’s mandated target, yet it has applied VED on all EVs and slapped the Expensive Car Supplement on models costing over £40,000."

He called for urgent policy changes to accelerate adoption, including revising the threshold for the Expensive Car Supplement and slashing VAT on public charging from 20% to 5%, bringing it in line with domestic electricity rates.

"Although the government has previously ruled out a scrappage scheme and tax cuts, if they want to achieve net zero they need a rethink," Addley said.

"Our research identifies the positive impact financial incentives could have on EV uptake, as many prospective buyers support the transition to electric."