Updated: June 19, 2025
Electric vehicles (EVs) continue to accelerate in global markets—and a new joint report from Google and Boston Consulting Group (BCG) reveals a striking shift in the decision-making landscape: women now lead 52% of EV purchase decisions worldwide. This finding reshapes how automakers, policymakers, and marketers approach sustainable-mobility outreach and product design.
5 Key Takeaways
- Women as Primary Decision‑Makers
- According to the Google–BCG “EV Consumer Pulse” survey (May 2025), women influence just over half (52%) of all EV purchases across North America, Europe, and Asia-Pacific regions.
- In contrast, men lead 48% of decisions—marking a reversal from a 2023 baseline of 45% female influence.
- Top Motivations for Female Buyers
- Safety & Reliability: 78% cite advanced safety features as a top priority (NHTSA crash‑test data).
- Environmental Impact: 65% aim to reduce household carbon footprints, aligning with IPCC recommendations on individual emission cuts.
- Total Cost of Ownership: 59% emphasize charging infrastructure accessibility and long‑term savings.
- Regional Variations
- Europe: Women lead 60% of EV decisions, driven by robust policy incentives in Germany and Norway (European Environment Agency).
- Asia‑Pacific: 49% female decision‑making share, with rising interest in Urban EV models in India and South Korea.
- North America: Even split at 50‑50, but female influence up from 42% in 2023, reflecting expanding public charging networks.
- Automaker Responses
- Feature Design: Mercedes‑Benz and Volvo report integrating more voice‑activated safety systems and customizable interior comfort packages, based on focus‑group feedback led by women.
- Marketing Shifts: Tesla’s latest “Drive Green, Live Bold” campaign spotlights women EV owners and family use cases.
- What Happens Next?
- Automakers are urged to co‑create with female consumers—to refine range anxiety solutions, charging‑station ease of use, and in‑car infotainment.
- Policy recommendations include targeted incentives (e.g., rebate tiers for female-led households) and enhanced public‑charging deployment in underserved communities.
Expert Analysis
“Women’s increasing influence in EV purchases underscores an essential pivot in sustainable mobility,” says Dr. Priya Menon, automotive engineer and former head of EV strategy at the International Energy Agency (IEA). “Their priorities—safety, environmental stewardship, and cost-effectiveness—are shaping the next generation of vehicle design.”
View Dr. Menon’s profile
Daily Digest: EV Market Trends (June 2025)
| Date | Snapshot |
|---|---|
| Jun 18 | Tesla unveils new affordable Urban Model at $30K. |
| Jun 17 | U.S. DOE announces $500M grant for EV chargers. |
| Jun 16 | Norway reports 85% of new car registrations are EVs. |
Why This Matters (User Intent)
- How to choose the right EV: Prioritize safety ratings and charging network maps in your region.
- Why women’s preferences matter: They inform design elements—from seat ergonomics to infotainment UX—benefitting all drivers.
