Geotab Report Reveals UK Leads Europe in Electric Vehicle Adoption Potential, Despite Lack of Government Incentives

Amid growing scepticism about the readiness of electric vehicles (EVs) in the market, a new report from Geotab Inc., a leader in connected transportation solutions, presents an optimistic outlook for the UK's electric vehicle adoption, particularly within private and public sector fleets.

The report titled ‘Taking Charge: On the Road to an EV Future’ draws from an extensive analysis of telematics data from 1.3 million vehicles across seven countries over a 12-month period. The findings spotlight the UK as a frontrunner in Europe for potential EV fleet adoption, with two-thirds of light-duty vehicles (cars and vans) being ready to transition to electric power. This transition could not only align with environmental goals but also offer significant economic benefits.

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Published on
April 17, 2024

Despite the promising data, the UK faces a challenging landscape due to the government's rollback of financial incentives for EV purchasers. In 2022, the UK government discontinued the Plug-in Car Grant, a stark contrast to France, Germany, Italy, and Spain, which continue to provide up-front purchase incentives. This lack of governmental support could undermine the nation's position as a leader in sustainable transport, especially when compared to its European counterparts.

Geotab’s findings highlight that 66% of UK vehicles are 'EV suitable', meaning they are capable of meeting daily range requirements and switching to electric could save money—an average of £13,279 per vehicle over a typical seven-year replacement cycle. This represents substantial savings for organisations managing large fleets, potentially reducing total ownership costs by £876,414 for fleets of 100 vehicles.

The report also emphasises the environmental benefits of transitioning to electric fleets. By replacing conventional vehicles with EVs, there could be a reduction of 2.2 billion gallons of fuel used and approximately 19 million metric tons of CO2 emissions avoided over the next seven years.

David Savage, Vice President for the UK and Ireland at Geotab, argues that the perception of the UK as unprepared for EV adoption is misguided. "It’s time for British businesses to ‘double down’ on fleet electrification—not just for the environment but for their bottom line," he asserts. This could mean significant financial savings for companies, essentially allowing a CEO to cover their salary from the cost reductions of switching to EVs.

The study utilises Geotab’s EV Suitability Assessment (EVSA) tool, which evaluates specific fleet needs against real-world EV performance data to provide tailored recommendations for transitioning to electric vehicles. This tool also forecasts the financial and environmental benefits of such a switch, factoring in the lower costs of fuel and maintenance associated with EVs.

Ultimately, the report not only presents a case for the economic and environmental viability of electric fleets in the UK but also calls for renewed government action to support this crucial transition. As the data suggests, the UK is well-positioned to lead Europe in electric vehicle adoption, provided there is sufficient support at the policy level to realise this potential.

About Geotab:

Geotab is a global leader in connected transportation solutions. They provide telematics — vehicle and asset tracking — solutions to over 50,000 customers in 160 countries. For more than 20 years, they have invested in ground-breaking data research and innovation to enable partners and customers, including Fortune 500 and public sector organisations, to transform their fleets and operations. With over 4 million subscriptions and processing more than 75 billion data points a day, Geotab help customers make better decisions, increase productivity, have safer fleets, and achieve their sustainability goals. Geotab’s open platform and Marketplace, offers hundreds of third-party solution options. Backed by a team of industry leading data scientists and AI experts, Geotab is unlocking the power of data to understand real-time and predictive analytics — solving for today’s challenges and tomorrow’s world. To learn more, visit

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