Don’t look now, but electric vehicles (EVs) are becoming more popular these days. Despite some misgivings about batteries, charging, and the limited range, there’s really not so much mud being hurled at EVs themselves apart from the prohibitive prices of four-wheeled EVs.
And we’re also noticing that the “EV invasion” is happening on two fronts in the Philippine market. On one hand, the pricey EVs (sedans, SUVs, and now even trucks and pickups) are steadily being introduced, and the government and the private sector have taken concrete steps to bring down their retail prices (check out Executive Order 12) and make EV ownership more appealing for everyday use (i.e, exemption from the number-coding scheme). On the other hand, electric two-wheelers and three-wheelers are becoming more ubiquitous sights on our streets and villages. And, if I may argue, these two- and three-wheelers are actually doing yeoman’s work in order to achieve mass market acceptance of EVs in the country.
Just ask Beth Lee, co-founder and CEO of EMotors, an e-mobility company that makes the ZüM electric trikes. In my previous interviews with Lee, she explained her e-trikes were “available solutions to help decongest traffic and lower the cost of transport for the working class.”
Lee says she is hinging on local government units to take advantage of her zero-emission e-trikes to ply the daily local routes, “helping their communities go green while drivers spend on other essentials, no longer spending on fuel.” Seeing beyond her own e-trikes, Lee predicts “electric-powered vehicles of various sizes will gain traction in the coming years and with it, the impact of a cleaner, less polluted environment where most EVs are used.”
Niche market
As far as pinpointing a specific demographic for EVs is concerned, Lee says focusing on marketing smaller EVs for women can ensure sales success.
“EVs are gaining ground, globally and locally. But the volume of EVs has yet to put a dent on total vehicle sales for there to be significant and insightful data on the preference of women compared to men with regard to owning EVs. That being said, if you were to focus on smaller EVs, such as the two- or three-wheels, you wouldn’t be surprised to find a proliferation of women in a particular segment driving these types of vehicles for their daily needs,” Lee explains.
She adds, “Numerous studies have shown that women generally have a higher level of environmental and fuel efficiency awareness. Since EVs are also easy to use, have a lower operational cost with zero tailpipe emissions to boot, more and more women are considering EVs as a viable alternative to ICEs.”
Honda Cars Philippines Inc’s first woman president Rie Miyake, for her part, says the EV appeal cuts across both genders: “I think Filipino motorists, both men and women, are becoming more open to owning EVs. With the continuing improvement in EV infrastructure, concerns on range being addressed, and the recent enactment of Crevi (the Comprehensive Roadmap for the EV Industry), we expect to see more adopters.”
She adds, “As for Honda, we are listening to people’s actual concerns and want to address them as much as we would contribute to the national and global targets on electrification. We understand that the main objectives are reducing carbon dioxide emissions and its impact, and reducing our dependence on fossil fuels. As such, we also seek to support those who are more comfortable trying out hybrid vehicles first. This way, we are removing barriers to technology adoption while making progress in realizing the purpose. For them, we have Honda’s e:HEV which will be released in the Philippines soon, aligned with our global target of 100-percent electrification for automobiles by 2040.”
Access to useful information
Lyn Manalansang Buena, executive vice president and director of marketing communications services of The Covenant Car Company Inc-Chevrolet Philippines and MG Philippines, adds that public knowledge, and not just awareness, is key to EV success: “Access to easy-to-understand EV information is crucial to gain more traction and acceptance for this technology. We need to continuously update the public regarding the expediency, benefits and the great strides accomplished with regard to accessibility and maintenance of EVs.”
She adds: “For General Motors, the goal is an all-electric future. GM is positioned to design, engineer, and produce EVs for every style and price point, and GM is rapidly building a competitive advantage in batteries, software, vehicle integration, manufacturing and customer experience. The brand is aggressively going after every aspect of what it takes to put everyone in an EV because we need millions of EVs on the road to make a meaningful impact towards building a zero-emissions future.”
Josephine Briones-Gonzalez, vice president of the Truck Manufacturers Association and director for government and corporate affairs of Ford Philippines, says: “I think the number of Filipino women who decide on owning a car is growing as they become more informed and financially independent. Filipino women motorists are open to owning EVs as they value preserving the environment and look at practicality and efficiency that EVs could potentially offer over ICE (internal combustion engine) vehicles. These are attributes that women car owners give importance when looking for vehicles.”
I asked these power women what important role the next generation of women drivers need to play in order for new energy vehicles (NEVs, in which EVs belong) to become the dominant fixture in our streets.
Lee says that, regardless of gender, the key is for those who are “in positions of influence” to pave the way. “Use (your influence) for good,” she exhorts.
Buena adds, “The next generation of drivers (male and female) will embrace NEVs. Climate change is real and we all need to be part of the solution.”
Bridges to NEV path
Miyake says: “NEVs are coming in at a faster pace now than before, and it is important for both the current and next generation of drivers to embrace them because they lead to the path of carbon neutrality. The more we are on this path, the more meaningful will be our impact on the environment, health, and the economy. At the same time, Honda recognizes there are bridges to this path. The adoption of new technology sometimes actually takes time because it must be supported by infrastructure and policies, and people can be cautious for valid reasons. The readiness of infrastructure, for instance, is quite important for customers to be really satisfied with the technology, therefore Honda considers this deeply. As such, we can make use of bridges such as hybrid and fuel-efficient vehicles on our way to the target path, for us to not miss out on significant reductions in emissions that can already be made.”
Gonzalez says, “Since women have increasingly become the main purchase decision makers for vehicles, it would be helpful for them to understand NEVs better and its features and benefits to them and their families. More EVs are expected to be launched in the market so having an understanding and insight as to whether their needs will be matched by these EV offerings is critical so they can maximize their ownership experience.”
