Demand-side challenges and research needs on the road to 100% zero-emission vehicle sales

Review article, 2025

Most net-zero emissions targets require electrification of the entire light-duty vehicle fleet, and before that the electrification of all new vehicle sales. In this paper, we review literature on demand-side issues related to achieving 100% zero-emissions vehicle sales, focusing on plug-in electric vehicles (PEVs). We discuss potential demand-side challenges to increasing PEV sales and related research gaps, including consumer factors (perceptions, knowledge, and consumer characterises), demand-focused policy (incentives), infrastructure, and energy prices. While global PEV sales have substantially increased in recent years, several challenges remain: some demographic groups are currently underrepresented among PEV buyers (e.g. renters, lower income buyers), some car drivers are resistant to PEVs, incentives are influential but have predominantly benefited higher-income new-car buyers and are being phased out, infrastructure is not sufficiently developed or equally distributed, infrastructure is not user friendly, and some households lack charging access. Some issues we identify may be related to the early stage of the PEV market, though will need to be addressed to reach higher PEV sales and PEV fleet shares. Finally, we outline areas where more research is needed to understand and guide the PEV transition.