Where I Live, Nobody Buys Electric Cars
What does the electric car market look like? And what does the electric car market look like where you live?
Those two closely worded questions may well produce dramatically different answers.
Read enough hot takes on Twitter, unempirical features in tech media, and opinion pieces in the mainstream media and you could be left believing there’s no one left in need of a pickup truck, no one who needs to drive any meaningful distance, no one whose vehicular needs couldn’t be met by a scooter, and certainly no one who wouldn’t be satisfied by a sketchily-built electric car with disappearing doorhandles.
You won’t be surprised to learn that the origins of such beliefs, in part, stem from the locations in which they’re written: San Francisco, Manhattan, and Los Angeles, for example.
But what does the electric car market look like outside of the urban bubble?
It’s not unfair to initially conclude that the overwhelming majority of Americans live in the urban bubble, and that what happens outside of those urban settings is therefore increasingly irrelevant. Yet while it’s true that more than four out of every five Americans live in a so-called urban area, it’s worth noting that the U.S. Census Bureau’s definition of “urban” has evolved over time to include ever smaller areas – called urban clusters – with as few as 2,500 people.
As a result, people who live in Montpelier, Idaho, (pop. 2,597) are classified as urban dwellers. Glasgow, Montana, which is more than a four-hour drive from any significantly populated area (more than 75,000 people) and has a population of only 3,250, is also classified as an urban area.
Tucked away in census data is the fact that 42.2 million people live in completely rural or mostly rural counties. Those are the kinds of counties where your food is grown.
It’s impossible to know precisely what the current state of transportation looks like in each of those areas, let alone what the future of transportation will look like. I am, however, in possession of a wide variety of data points that show what the new vehicle market looks like in one small area that looks an awful lot like non-urban America.
Granted, you’ll have to insert a gigantic asterisk. The area in question is north of the border. Prince Edward Island, home to 153,244 people spread across 2,185 square miles, was the fastest-growing province in Canada last year. Here’s PEI-specific EV-related info.
- There are no EV tax rebates in place.
- There are 38 public charging stations, plus a handful under construction.
- A Chevrolet Bolt could travel from the far west in Tignish to the far east in Souris and still have over 60 miles of range remaining.
- On very rare occasions, there’s been enough wind power generated in PEI to exceed the electrical demand of the province.
- Weekly wages are the lowest in the country.
- The only two significant population centers, greater Charlottetown and Summerside, claim roughly 50,000 and 15,000 residents, respectively, leaving the majority of the province in decidedly rural settings or in towns and villages with fewer than 2,000 people.
- The average January low temperature is 10°F; average daily highs are at or below freezing in December, January, and February, and March.
- 1 out of every 23 residents purchased/leased a new vehicle in 2018.
- For every 731 conventionally-powered vehicles registered in PEI in 2018, there was 1 electric car registered.
That’s 9 EVs in total: a pair of Bolts, a trio of Leafs, and a Tesla quartet.
That’s 0.14 percent of the market, compared with roughly 1 percent nationally.
There’s no denying this local market diverges from the norm in many ways, not just when it comes to EV uptake.
Premium brands, with essentially no dealer representation, own less than 2 percent of the PEI market, compared with 12 percent nationally.
Pickup trucks earn 19 percent of PEI auto sales, comparable with national figures, but all of them – including the Ford F-Series, Ram P/U, and GM twins that top Canadian sales charts – are outsold by the Honda Civic and Toyota Corolla in PEI.
Ford, which is Canada’s top-selling auto brand, ranks a distant fifth here.
And hybrids also endure a high level of rejection on the Island. Together, hybrids and plug-in hybrids collect only 0.6 percent of all Island auto sales. Only 2 percent of the Toyotas registered in PEI, for instance, were hybrids, compared with 10 percent nationally.
This specific market, surely like countless other small, rural markets across North America, is distinct.
Yes, its overarching tendencies are largely in line with the preferences of the continent: more SUVs and crossovers, demand for pickups remains high, lingering passenger car demand is shifting with greater frequency to consistently dominant nameplates. But it also appears as though this local market’s unwillingness to participate in the EV market is as much related to pragmatism and cost-conscious mindsets as it is to anecdotal concerns about driving into a muddy potato field or heading to the mainland for the weekend.
The 10 best-selling non-pickup trucks own one-third of the overall PEI market and have an average base MSRP under CAD $23,000. Before perceived and actual limitations are even factored in, the Bolt, Leaf Plus, and Model 3 are all around twice as costly.
That’s a tough dollars-and-cents argument for an electric car advocate to win.
[Images: Nissan, General Motors, Tesla, Tim Cain/TTAC]
More by Timothy Cain
Latest Car ReviewsRead more
Latest Product ReviewsRead more
- Lachlan Anyone remember what happened the last time a senator named Hawley pushed a big tariff?
- Craiger I love the people who call Musk an imbecile. As if they could even get an interview for a job at one of his companies.
- Lou_BC I'm waiting for Tesla to make a pickup!
- Lou_BC Autograph? Turn Up the Radio?
- Oberkanone Were these available with diesel?At $3700 this Volvo presents nicer than other vehicles I see at this asking price.