Millennials may be the most vocal generation in the sphere of carbon neutral transport, but it is baby boomers who are taking the biggest swing at electric vehicles
Whilst it may be assumed that golfers are more accustomed to driving an electric golf cart than an electric car, research has shown that those currently buying the most green vehicles are actually the baby boomer generation (aged mid-50s to mid-70s). Factors which may explain this trend include more disposable income (electric vehicle manufacturers are yet to adequately meet demand for small label options), more time to research options around a car purchasing decision as well as the geographical locations this group tend to reside.
The younger echelons of society typically inhabit more urban areas, often with limited or curb-side parking and as such are discouraged from purchasing expensive vehicles with uncertainty over where they will be able to park and charge them. In contrast, the baby boomers are more likely to live in suburban or rural areas with adequate space to install at home charging points or have easier access to out-of-town charging stations.
Understanding the destination of electric car drivers
When we assess the wider context of the drivers of electric vehicles and what destinations they may be driving to, the golf club seems like the perfect option for the installation of electric vehicle charging points. The average age of a golfer is in the mid-50s, which aligns with the demographic currently purchasing the most green vehicles. Should the option of charging be made available at recreational locations, it removes the need to visit inconvenient charging stations and provides added value to those visiting golf clubs.
Installation of EV charging points is also likely to encourage further uptake of electric vehicles within this age group. A key deterrent in the purchase of EV’s is the inconvenience of charging and so this would demonstrate an ideal solution to this concern. The average round of golf takes 4 hours and a typical electric car (60kWh battery) takes just under 8 hours to charge from empty-to-full with a 7kW charging point, and so the car will be at least 50% charged (assuming it was empty at arrival) by the end of the game. Electric vehicles currently on the market can travel up to 350 miles on a single charge, therefore you could play a round in Northumberland in the morning and travel to St Andrews on one charge to have a game in the afternoon, which seems like a pretty convenient option.
Golf is a nearly $70 billion industry worldwide, with advertising and sponsorships being a lucrative element. Charging stations with advertising capabilities will therefore be a welcome addition to generate revenue for golf clubs, providing opportunities to advertise to a targeted audience. The charging stations can also be monetised as parking meters, further providing revenue for the club.
With the latest update by the government announcing all cars sold by 2030 are to be electric, the demand for more convenient charging stations that suit drivers’ lifestyles is only going to increase. Identifying new locations for installing charging points is a key part of our role here at Pilot Group EV, offering specialist knowledge to provide the most suitable solution for you.
We believe by understanding the end consumer of electric vehicles, we can best support the adoption of technologies that will lead to a smarter, safer and more sustainable future. After all, who better to take the lead on electric vehicles than golfers who already possess years of experience with the humble golf cart – maybe we should have seen this coming?