Young urbanites globally have a growing preference for EVs

Nissan-Economist Impact study reports

A new survey commissioned by Nissan and Economist Impact has illuminated the evolving mobility preferences of young urban dwellers worldwide.

The survey, which gathered insights from 3,750 participants in 15 cities, highlights a significant shift towards electric vehicles (EVs), as younger generations strongly support sustainable transportation solutions. The findings underline Nissan’s continued commitment to electrification and its efforts to cater to the shifting demands of urban mobility.

The survey reveals that most young city residents (57%) are willing to adjust their travel habits to reduce their carbon footprint. The urgency of environmental concerns is particularly pronounced in emerging cities, where residents are more likely to prioritise sustainability in their mobility choices. This trend aligns with Nissan’s strategic focus on providing cleaner, safer, and more inclusive transportation solutions for the future.

One of the most striking revelations is the growing preference for electric vehicles among younger urbanites. Currently, 23% of respondents own an EV, which is expected to rise to more than 35% within the next decade.

The excitement for EVs is most potent in emerging cities, where 44% of participants anticipate driving electric vehicles within the next five years. This compares to only 31% in more developed cities, indicating that issues like pollution are pushing younger generations in urban areas to embrace sustainability more readily.

Further insights show that younger city residents are also interested in cutting-edge technologies that could shape the future of mobility. Over 40% of survey respondents expressed interest in innovations such as energy storage, alternative fuels, and Vehicle-to-Everything (V2X) technologies. They believe these advancements could significantly influence their choices regarding personal transportation. The potential for EVs to power external devices or store excess renewable energy was also highlighted, with half of those surveyed recognising the importance of these technologies for future mobility.

According to Ritu Bhandari, Asia-Pacific Sustainability Lead at Economist Impact, the younger generation’s views on mobility will be crucial in shaping the future transportation landscape.

“Our findings reveal that for sustainable mobility to succeed, cities need to balance environmental goals with real commuter priorities like affordability, convenience, and inclusivity,” said Bhandari. “Achieving this requires flexible, multimodal solutions that seamlessly integrate public transit, electric vehicles, shared mobility, and active transport into a connected, accessible network for all residents with diverse needs.”

Lavanya Wadgaonkar, Nissan’s Corporate Vice President of Global Communications, also commented on the findings, stating that the results align with the company’s vision of electrifying and making transportation more sustainable. “This survey reaffirms the growing demand for electrification and the need to create more awareness,” said Wadgaonkar.

“Long-term success in this field depends on making EV adoption seamless, practical, and cost-effective. At Nissan, we leverage data-driven research and innovation to bridge gaps, ensuring that electrification is not just an option, but a core component of the mobility landscape.”

When asked about the future of EVs, more than a third of respondents expressed optimism about owning a personally owned EV within the next decade, marking a 23% increase from today’s figures. EV ownership preferences surged by more than 50% when looking at the ten-year outlook. Despite the growth in enthusiasm, challenges such as battery performance, charging infrastructure, and cost remain prominent.

Respondents from emerging cities were more concerned about the availability and performance of EV batteries, while those in developed cities focused more on the higher costs associated with electric vehicles.

Beyond mobility, the survey revealed that more than 40% of participants are excited about the potential for EVs to contribute to a broader energy ecosystem. Many respondents see the possibility of EVs not only serving as a mode of transport but also powering external devices or storing renewable energy. Using EVs for purposes beyond mobility, such as transporting electricity during emergencies, particularly appealed to those in emerging cities.

The survey findings align with Nissan’s ongoing efforts to create a more sustainable, resilient future for transportation. By advancing its electrification strategy, Nissan is working to make EVs more accessible and affordable.

The company continues to focus on improving charging infrastructure, enhancing battery technology, and developing cost-effective EV solutions. By integrating innovative charging systems, battery energy storage, and Vehicle-to-Everything (V2X) technologies, Nissan aims to establish a more integrated and efficient EV ecosystem to support future urban mobility needs.

Image: When asked about the future of electric vehicles, more than a third of respondents expressed optimism about owning a personally owned EV within the next decade. Credit: Nissan