Awareness driving the electric vehicle revolution: A citizen-led movement

This article is authored by ET Auto and is for informational purposes only.“Did you know, Amma, that EVs can accelerate faster than traditional cars and are cheaper to maintain?” “My 12-year-old daughter, an EV enthusiast, passionately advocates for our next vehicle choice. Her excitement about the environmental benefits of electric vehicles (EVs) is a testament to how the younger generation is shaping the future of transportation”, says Shwetha Menon, a Mumbaikar, underscoring the growing influence of children in the EV revolution—even if they can’t drive yet.This sentiment echoes findings from an ABB E-Mobility survey, revealing that Gen Z and young people are proactively seeking solutions to environmental issues, rather than waiting for government action. A Deloitte survey from last year highlighted that climate change is a pressing concern for 1.8 crore young Indians casting their votes for the first time.This urgency is crucial, given that over 80% of India’s population resides in areas vulnerable to climate-induced disasters, according to the World Bank. However, a silver lining emerges from the Environmental Kuznets Curve, which posits that while environmental degradation often rises with economic growth, the demand for a cleaner environment eventually increases, leading to improved environmental conditions.

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Since its launch five years ago, India’s National Clean Air Programme (NCAP) has allocated budgets to 131 cities to combat air pollution. Yet, by the end of 2023, over half of these funds remained unutilised, as reported by government data. An analysis by Climate Trends reveals that the NCAP’s impact on pollution reduction has been “mixed,” further emphasising the need for effective action.As health awareness and environmental consciousness grow, the shift towards electric vehicles reflects changing consumer priorities. A study from ScienceDirect titled ‘The Role of Air Pollution in Electric Vehicle Adoption: Evidence from China’ indicates that as individuals become more aware of air pollution’s adverse effects, their inclination towards cleaner transportation options like EVs increases. This relationship holds significant implications for policy development and urban planning, particularly as China leads the global EV market.Research suggests that EVs offer a multifaceted solution to pressing challenges, from reducing air pollution and carbon emissions to decreasing reliance on fossil fuels and promoting sustainable energy practices. They contribute to cleaner urban environments, provide long-term cost savings, and support the shift towards renewable energy sources. However, concerted efforts from all stakeholders are essential to drive widespread EV adoption.Sumati Kohli, a researcher at the International Council on Clean Transportation (ICCT), emphasises that government subsidies for electric vehicles can yield positive externalities for the entire EV ecosystem. The recently launched PM Electric Drive Revolution in Innovative Vehicle Enhancement (PM E-DRIVE) scheme aims to accelerate EV uptake in India. With an allocation of INR 10,900 crore over 1.5 years, this initiative provides purchase subsidies for electric two-wheelers, three-wheelers, buses, trucks, and ambulances, along with funding for charging infrastructure. However, the exclusion of electric cars from this program represents a missed opportunity.Despite earlier challenges this financial year, electric car sales surged by approximately 18% in November, marking the second consecutive month of growth. Sales are expected to climb further as automakers prepare to launch 10 new EV models, including six key midsize SUVs, by the end of the fiscal year.Jaipur-based businessman Rahul Bhatia says “Switching to an EV has been one of the best decisions I’ve made. Not only do I save on fuel costs, but I also feel proud knowing that I’m contributing to a cleaner environment for my children. The quiet, smooth ride and the convenience of home charging are additional perks that make a huge difference in daily life. Plus, the growing network of charging stations means I never have to worry about running out of power. Seeing the enthusiasm of the younger generation, like my own kids, reassures me that we are on the right path towards sustainable living.”The path to greater EV adoption lies not just in government initiatives but also in the hands of informed citizens. By advocating for sustainable practices, demanding cleaner transportation options, and making conscious purchasing decisions, citizens can drive the momentum for EVs. Community awareness campaigns, educational workshops, and active participation in local environmental initiatives can further amplify this movement. As citizens embrace their role as catalysts for change, they can help transform the automotive landscape, ensuring a cleaner, greener future for generations to come. In this collective journey, every voice matters, and every action counts—together, we can accelerate the transition to electric mobility.