New research indicates that EVs may not be masculine enough for guys who have been brought up to identify cars with power and force.
The automobile has long been a marker of US identity. Do EVs have what it takes to become synonymous with self-expression, especially for males?In the US, a masculine theme of identity and what a car means symbolically to the individual has been a fast equation to males. Across generations, a car has represented masculinity, intelligence, and handicraft, with a bit of knowledge and engineering thrown in as part of the package.
Cars are not only utilitarian objects valued for their ability to get a driver from point A to point B — they contain symbolic meanings as artifacts of an individual’s identity and culture. It’s been like this since Jay Gatsby drove a yellow Rolls-Royce, when James Dean breathed his last in his Porsche 550 Spyder, when Marty and Doc drove the Delorean with the flux capacitor.
A recent study concludes that guys who see the world according to a traditional masculinity ideology have fairly negative attitudes towards EVs. The 2023journal, explains that deeply ingrained ideas about masculinity may influence men’s consumer choices in the expanding EV market. That means males who adhere to traditional behaviors are less likely to consider buying an EV for their next vehicle purchase.
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