Overcoming Barriers and Promoting Diversity in the Industry

As we celebrate International Women's Day, we wanted to take a closer look at the electric car industry and the women who are driving change. The industry is on the rise, with more and more people making the switch to sustainable transportation at an increase of 40% in last year, but women are still underrepresented in the field. Particularly when it comes to buying and driving electric cars, as a report found that women are four times less likely to purchase an EV than men. To gain insight into this issue, we spoke to women in the electric car industry about their experiences in the field, and why they believe women aren't buying electric cars as much as men. In this blog, we'll share their perspectives and explore potential solutions to increase women's involvement in this exciting industry.

how did your journey into the EV industry start?

Jessica Bovingdon, Head of EV at yloEnergy comments:

“I have always been interested in EVs, the technology is incredible and evolving every day. So, when I was approached by a local EV company that wanted me to work as a Business Assistant. I immediately agreed, and a year later, Lee Wallis found me on LinkedIn and asked if I wanted to help run yloEnergy with him which I was so excited about!”

Rhiannon Hayes, Marketing Manager at Monta comments:

“I started my marketing career in the smartphone industry, but as time went by, I felt more and more uncomfortable with the job I was doing - encouraging people to buy more smartphones! So, I took a few courses in sustainable business/sustainable marketing practices, and when a role came up at OVO Energy working on the Drive and Smart Home teams, I jumped at the opportunity. While I loved smart homes and zero carbon heating, EVs were just so much more dynamic, and it felt like the industry was at a tipping point. So, then I joined Monta to help accelerate the EV industry and the decarbonisation of transport.”

Sarah Mandaris, Internal Operations Manager at We Power Your Car comments:

“I returned to work after maternity leave and found that I wanted a change in career path. After some extensive research in various industries, nothing seemed to stand out to me. That was until I found the job advertisement for Internal Operations Manager at, We Power Your Car – I knew immediately that I wanted to be an integral part of a new and growing industry.

My interest in the electric vehicle sector soon doubled after further research, so much so that when I was offered the position, I took it without hesitation. I couldn’t wait to start making a difference in my new role and start my journey into the world of electric vehicles.”

Violet Parsons, Installations Team Leader at We Power Your Car comments:

“As an environmentally conscious person, I was keen to start a career in an industry that prioritises the planet.

EVs offer a cleaner, greener way of transportation (transport being the biggest polluting sector in the UK), and so naturally, I was drawn to the opening at We Power Your Car when it came along.”

What excites you most about working in the industry?

Rhiannon Hayes, comments:

“The speed! The industry is constantly evolving, and new topics and opportunities arise every day. As a marketeer it really keeps you on your toes. I also love how aligned the Monta business and team are to my personal values, and that’s also true of the partners I work with and even Monta’s competitors. We’re all working towards a common goal of making transport less carbon intensive, so even a small win has a big impact.”

Ashley O’Meara, Customer Service Manager at evec, comments:

“I have always wanted to challenge myself and learn new things, and although EVs have been around for a while, the industry is fast-moving, and the development of new technology is happening at such a pace there is always something to learn. I am environmentally conscious of what we leave behind, and so to be part of a business that cares, like evec, will always be important to me.”

What's your favourite EV?

Jessica Bovingdon, comments:

“I think there are some nice EVs on the market. My favourite (at the moment) would have to be the Audi SQ8 Sportback E-Tron. I think it’s quite impressive that an electric car can go from 0-62mph in 4.5 seconds! Plus, it has a range of 295 miles which makes it even better!”

Rhiannon Hayes, comments:

“Controversial - but I love a Nissan Leaf. I think it’s so cool that a humble car like the Nissan Leaf is helping to pioneer tech like V2G in the UK. During my career, I’ve worked with a lot of passionate Nissan Leaf drivers who are rightfully proud of the trials their car has contributed to. To me, that’s the coolest car around!”

Ashley O’Meara, comments:

“There are lots of EVs on the market that I would love to own, however, my favourite now is the MG ZS EV. My sister has recently purchased one, and it's a lovely car, and a great size, especially for taking the dog for a long walk at the weekend. It also has a great range of up to 273 miles, so if you need to take a long drive or a work trip, it will get you there and back in one charge.”

What do you think the biggest barrier to EV adoption, particularly amongst women, is?

Rhiannon Hayes, comments:

“I think a lack of information or the abundance of misinformation, is a huge barrier to EV adoption in general. For women, there is even less information about EVs that talks directly to us as decision makers or buyers. We know from studies that women are more likely to choose a sustainable option than men, but this is could be because other sustainable products are heavily marketed towards us. I’m sure if we can start speaking more towards women and treating them as influential EV drivers and buyers, we’ll see an increase in EV adoption across all genders.”

Ashley O’Meara, comments:

“I think one barrier around EV adoption could be range anxiety. I travel around an hour a day to work, and I start to get worried if my petrol gauge gets close to the red line so I can see how that can happen when it comes to a battery. I think the common misconception is that it can be difficult to find a charge point if needed urgently, however, this couldn't be further from the truth, most petrol stations, service stations and even supermarkets have charge stations these days. There are apps, like Monta, where you can locate your closes charger, and this might even be on someone's drive!”

Violet Parsons, comments:

“The main three factors are cost, lack of EV charging infrastructure and range anxiety, which impact everyone. But I also think that the car industry is still very male-dominated overall – even for electric vehicles – which I think acts as an invisible barrier for women.”

What would you say to anyone on the fence about EV adoption?

Sarah Mandaris, comments:

“Go for it! There are so many benefits to making the switch to electric – cheaper running costs, exemptions from the congestion charge and the ULEZ zone, free parking in certain areas, in addition to reduced noise pollution. More and more EV chargers are being installed across the UK too, so soon range anxiety and infrastructure worries should be a thing of the past.”

Violet Parsons comments:

“Do it if you can – electric vehicles are the future. Of course, there are direct advantages, as Sarah mentioned, but there are also sustainability benefits. Electric vehicles have no tailpipe emissions, and so you can reduce your carbon footprint significantly with an EV.”

Empowering Women in the Growing Electric Car Industry

As the electric car industry continues to grow, it is important to recognise the underrepresentation of women in the field, particularly in terms of buying and driving electric cars. In interviews with women in the EV industry, it was revealed that their journeys into the industry were unique, but often involved a desire for more sustainability in their work. Many were excited by the constant evolution of the industry and the opportunity to make a difference.

To promote diversity in the industry and overcome these barriers, it is important to actively encourage and support women in the field, as well as create more affordable EVs. It is also crucial to recognise and celebrate the achievements of women in the industry, which can inspire future generations to pursue careers in sustainable transportation. To discover more women in the EV industry, follow the EV Summit 2023, where the top women in the business will be celebrated for their contributions between 6 ^th – 13^th March.