Disconnected: Differences in driver attitudes to EV adoption show it’s too early to pull the plug on support
London: Shell has today published insights from its 2025 Shell Recharge Driver Survey, which looks at the view of over 15,000 drivers across Europe, USA and China. The findings reveal a growing divide in attitudes toward electric vehicle (EV) adoption. While existing EV drivers report increased confidence and satisfaction, interest among internal combustion engine (ICE) drivers has plateaued or declined.
However, the research also found appetite for EVs among ICE drivers is declining. In the US, the interest is marginally lower (31% in 2025 versus 34% in 2024), while in Europe, it has decreased more substantially (41% in 2025 versus 48% in 2024).
Cost remains the leading barrier to EV adoption, particularly in Europe, where 43% of non-EV drivers cite affordability. According to the IEA’s Global EV Outlook 2025, vehicle prices in Europe have stagnated - despite falling battery costs - which, alongside high energy bills and broader economic pressures, may be shaping consumer sentiment.1
Mixed support for phasing out traditional fuel vehicles
Signalling a strong commitment to the transition towards electric mobility, nine in ten (91%) current EV drivers (both Battery EVs and Plug-in Hybrid EVs) indicate they would consider another EV as their next vehicle.
When it comes to policies encouraging the phase-out of ICE vehicles, 46% of drivers of petrol and diesel cars in the USA say they agree with such policies, and in Europe the figure is 44%. That backing also appears conditional on changes in prices of EVs: only 56% of the supporters of ICE phase-out would continue their support if EVs stay more expensive than petrol and diesel vehicles. Similarly, 50% would still support ICE phase-out if charging infrastructure does not improve.
David Bunch, Group Executive Vice President of Shell Mobility & Convenience said: “Shell has established strong public charging networks in key markets worldwide, and this research reinforces what we hear from our customers: there’s a growing disparity in the transition to electric vehicles. While current EV drivers are feeling more confident, the relatively high cost of owning an electric vehicle, combined with broader economic pressures, are making it a difficult decision for new consumers.”
Bunch called for a comprehensive, systems-wide approach to decarbonisation, combining electrification with low-carbon fuels.
“With the right policies and industry collaboration, we can make the transition affordable for consumers and attractive for investors. But more must be done to stimulate demand and ensure no one is left behind in the shift to cleaner transport.”
The 2025 Shell Recharge Driver Survey also found that:
- The number of EV drivers owning just one vehicle has risen notably compared to 2024, indicating fewer EV drivers feel the need to own an ICE ‘backup’. This underscores the growing acceptance and satisfaction with EVs among current users. Single vehicle owning EV drivers rose from 34% to 41% in the US, from 49% to 54% in Europe, and from 72% to an impressive 89% in China.
- The European charging experience is lagging, with only half of European drivers (51%) saying the reliability of public chargers has improved in the last 12 months (versus 74% in China and 80% in the USA) and 17% saying public charging offers value for money (versus 69% in China and 71% in the USA).
- 78% of EVs driven by European participants were acquired as new, down from 82% last year suggesting that the second-hand market continues to grow and may bring more consumers into the EV space through improved affordability.
Convenience Retail is a top priority for all drivers
A significant majority (75% of EV drivers and 80% of non-EV drivers) purchasing at least one non-fuel retail item monthly. Coffee emerged as the most popular choice among all drivers with four in ten (41%) drivers enjoying at least a cup each month; however, six in ten (60%) stated they would only buy coffee from a service station if it was deemed good quality.
Bunch continued: "There's a clear demand for good quality coffee among drivers, and we are committed to meeting this need whether that’s through our convenience partners or Shell Café, to ensure drivers have access to high-quality fresh coffee and other amenities.”
Notes to editors
- Shell’s EV charging network comprises more than 75,000 charge points across the globe focused on key markets including Europe, USA and China.
- From Panlong to London, find out more about how Shell is reimagining the future of the forecourt.
About the research:
- Interviews for the 2025 Shell Recharge Driver Survey were conducted in March 2025 using an email invitation and an online survey with our third-party research partner Strive.
- 15,000 respondents across 9 markets including the core markets of USA, China and Europe (comprised of the UK, Germany, and Netherlands) and four additional markets (Singapore, Australia, Greece and Denmark that were not contained in the global findings).
- In the core markets we sampled a total of 8803 BEV or PHEV drivers across Europe, including in Germany (3,855 respondents), the Netherlands (1,997), the UK (2,351), the USA (1,000 ), and China (1,000).
- A total of 2,800 non-EV drivers were surveyed this year. The national breakdown is as follows: Germany (571), the Netherlands (512), UK (547 respondents), USA (500), China (500).
Enquiries
Shell UK / International Media Relations:
+44 20 7934 5550
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