Automotive Business Magazine – Q2 2026 – Digital edition - Magazine - Page 35
OPINION
RE TA I L
Electric momentum,
practical questions
→ Susan Wells is director of EV and solar at Hive
L
ast year was a landmark for
electric vehicle (EV) uptake.
EVs are no longer a fringe
choice, they are firmly part of
the mainstream automotive
conversation, and 2026 began
with real momentum.
Despite this, there is clearly
still a lot to be done to reach
the 2030 target of ensuring that 80% of
cars on UK roads are zero-emission.
Relying solely on positive momentum
won’t get us there. The next phase of
the transition will be defined by whether
EV ownership feels genuinely practical,
affordable and accessible for ordinary
drivers in every part of the country.
Driving the right way
Vehicle choice continues to expand
rapidly, with more body styles, ranges
and price points than ever before. This
matters because it changes the shape
of customer demand.
Increasingly, conversations on the
forecourt are not about whether EVs can
work, but whether they will work for that
particular customer – in their lifestyle,
with their home set-up and budget.
Just like the manufacturers, the
Government is working to increase
uptake. Take the Transport Committee’s
new inquiry. By working with the industry
to analyse what’s working – from
incentives to the new eVED and the
health of the second-hand market – the
work is being put in to get more EVs on
our roads.
While more affordable EV models are
arriving, upfront cost remains a concern
for many buyers. Where financial support
exists, it needs to be clear, consistent
and easy to understand. Consumers
need confidence that the economics of
switching won’t shift abruptly from one
year to the next.
These shifts are a sign of a maturing
market, but they also highlight what is
holding mass adoption back.
Breaking down barriers
For many drivers, one of the biggest
barriers to adoption is charging
infrastructure. Not because they
doubt the technology, but because
the charging experience can feel
inconsistent, unclear and at times
inaccessible.
We will struggle to hit 2030 targets if
EV ownership remains easiest for those
with a driveway, a home charger, and the
ability to charge overnight at lower rates.
We need more options, whether that
means faster rollout of reliable on-street
charging, better provision in residential
car parks, or solutions that make
charging away from home feel effortless.
Public charging must also feel fair.
Today, many drivers pay significantly
more per mile to charge publicly than
they would at home, creating an uneven
playing field that discourages adoption.
One of things we’ve noticed at Hive
is the difference that smart, wellmanaged charging can make to the EV
ownership experience. Charging at the
cheapest and greenest times – supported
through intuitive technology and energy
management which can help drivers
take control of running costs and build
everyday confidence in electric driving.
The used EV market is another piece of
the puzzle. A strong second-hand sector
will be essential, because it is where EVs
become accessible to many more drivers.
But used demand depends on trust:
trust in battery health, residual values,
and crucially, the practicality of charging
for drivers who cannot install a charger
at home.
To keep EV uptake moving in the right
direction, 2026 must be the year we
match consumer interest with practical
solutions: a more equitable charging
network, fairer public charging costs,
investment into green skills so we can
expand our EV infrastructure, and a
stable policy environment that supports
long-term confidence.
Q2 2026 AUTOMOTIVE BUSINESS
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