One of the most successful automakers in the world has called for a shift in the language surrounding the UK's Zero Emission Vehicle mandate, which will see petrol and diesel cars pushed off roads by 2030.
Speaking to GB News, Martin Sander, Member of the Board of Management for Sales, Marketing and After Sales at Volkswagen Passenger Cars, said the industry needs to change its mindset and messaging to better persuade drivers to switch to electric cars.
The comments come as Governments across Europe, including the UK, push carmakers to rapidly increase EV sales through the ZEV mandate, which requires at least 33 per cent of new car sales to be electric by this year before moving to 80 per cent in 2030.
However, Mr Sander suggested the framing of the policy itself could be part of the problem as to why drivers are not supporting the EV transition.
He said: "I would like to hear language, positive language, around why electric vehicles are great.
"Why electric vehicles are the technology of the future, and what we are doing, the industry is doing, and what the Government is doing to encourage customers to experience the new technology."
He added that the shift to electric vehicles is already underway naturally and should not be framed as a "forced transition".
"Over time, there will be more electric vehicles, and over time, ICE will go down," he explained. "So there is no need to talk about a mandate or a ban or anything."
Volkswagen remained clear that EVs are the future, but warned that the industry needs time to adjust its strategy
| VOLKSWAGENThe remarks highlighted growing unease within parts of the car sector about the pace of the transition to electric vehicles and the impact it has on manufacturers.
Automakers are currently facing pressure not only to electrify their fleets but also to keep prices competitive while attempting to turn a profit during uncertain futures, Mr Sander stated.
He acknowledged that consumer behaviour cannot be changed overnight and warned the shift from petrol and diesel to electric cars would inevitably take time.
"You can't change consumers' behaviour within a couple of years just because you want to," he said. "It takes time for consumers really to experience and understand the benefits of electricity."
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Martin Sander called for better messaging around electric vehicles to boost uptake
|VOLKSWAGEN
While the car sector needs time to adjust to a new policy, the ZEV mandate has limited this to less than four years. The Volkswagen executive stressed carmakers are already investing heavily in new electric models and working to make them more affordable for drivers. "We have a huge range of electric vehicles in the market already," he said.
He explained how this year, the car brand will launch the ID.Polo electric model, which will be offered for €25,000 (£21,576) with hopes the group can offer the ID.EVERY1 for €20,000 (£17,257) next year.
"So we're going to make electric vehicles much more affordable," he said. But he also warned that the industry cannot move faster than the market allows.
"I don't know how long it's going to take," Mr Sander admitted. "What I do know is getting to 80 per cent by 2030 will not be driven by natural demand in all segments."
Volkswagen hopes to lower the prices of its EVs to around £17,000 by next year
| VOLKSWAGEN"We have to ask ourselves, how much do we want to push a consumer into a direction where the consumer is not willing to go yet," he said.
He explained how the transition away from petrol and diesel vehicles represents one of the biggest changes in automotive history. "We've been in the car industry with ICE vehicles for 120 years. Now we want to change to a new, better technology."
Despite the challenges, he insisted the long-term direction is clear. "I am deeply convinced electric vehicles are better cars for the consumer."
He added: "There are so many advantages attached to electric vehicles. Allow this transition a little bit more time and build natural demand first."