Car Buyers Call for More Support to Go Electric
05 June 2025 by Curtis Hutchinson
Less stick, more carrot. JudgeService research finds car buyers want government incentives before switching to EVs
The slow retail uptake of electric vehicles (EVs) is set to continue because most buyers want financial incentives before they commit to purchasing, according to research by JudgeService.
The dealer review platform polled the views of 1,000 car buyers and found 81% think the best way for the government to drive EV uptake is by introducing incentives, including lower tax or a scrappage scheme.
While over two-thirds expect the government to further water down its ZEV Mandate which targets EVs to account for 28% of all new car sales this year.
However, buyers are divided on their views of the government’s ban on the sale of new combustion engine and hybrid cars from 2035. The move is supported by 35% but opposed by 43%, while 19% are undecided.
“Retail car buyers have absolutely no financial incentive to make the switch to EVs. New retail EV sales are tracking woefully behind where they need to be to hit the government’s mandated target, yet it has applied VED on all EVs and slapped the Expensive Car Supplement on models costing over £40,000,” said Neil Addley, managing director of JudgeService.
“Although the government has previously ruled out a scrappage scheme and tax cuts, if they want to achieve net zero they need a rethink. Starting with a more appropriate higher starting price for the Expensive Car Supplement and cutting the VAT on public charging from 20% to 5%, to match the domestic rate, are both no brainers which could stimulate retail demand during the second half of the year.
“Our research identifies the positive impact financial incentives could have on EV uptake, as many prospective buyers support the transition to electric. The message to government is clear. Car buyers want less stick and more carrot,” said Addley.
Further details and comments available from Neil Addley on 07795 665927 or neil@judgeservice.com.
About JudgeService
Launched in 2011 by Neil Addley, JudgeService is the UK’s only customer review platform developed exclusively for the car retailing sector. By ensuring all reviews are verified and genuine, JudgeService builds a solid foundation of trust and respect between customers and sellers enabling car retailers to actively manage their online reputations.
JudgeService shares granular insight reports with dealers to help them identify opportunities to improve customer satisfaction levels, with many achieving 100% recommendation scores.
Based in Harrogate, North Yorkshire, JudgeService has published over 1 million customer reviews and is used by over 1,000 franchised, independent and car supermarket sites across the UK.
Issued by Curtis Hutchinson Communications
