We are good at talking about the environment, sustainability, green future. Then comes the time to dig into our wallets to buy an electric car and here we are, last in the European class. 24% of Italians consider electric mobility as your next purchase: a fact that places us light years behind China (73%) and even behind the United States and France. Yet, paradoxically, we are the country where environmental awareness is strongest: 42% choose electric for the environment. So where is the problem? The price, always the same.
The international comparison that hurts
The E-Mobility Trend Barometer 2025 by Bearing Point has put 8.000 drivers in six different countries under the microscope, and the results for Italy are not exactly flattering. While China is running fast with 73% of consumers ready for electric mobility, we remain at 24%, in line with the United Kingdom but distant from France (27%) and very far from the United States (31%).
The research reveals an all-Italian paradox: we have the highest environmental awareness in Europe, but when it comes to taking action, the barriers become insurmountable. As we have already pointed out, the electric transition is proceeding at different speeds in different countries, and Italy seems to have chosen the right lane.
The environment matters, but it is not enough for electric mobility
Here is the first data that should make us think, I gave it to you before: 42% of Italians indicate attention to the environment as the main reason for choosing electric mobility. It is the highest figure among all the Western countries analyzed. These are followed by lower management costs (18%), interest in technological innovation (14%) and tax benefits (12%).
In short, green awareness is there, indeed. But then the bill arrives and everything gets complicated. 36% cite high price as the main barrier to purchasing an electric vehicle, followed by the perceived insufficient autonomy (25%) and the scarcity of charging infrastructure (18%).
The difference with China is striking: there only 12% consider price a deterrent. This is due to a wider and more competitive offer, and to structured public policies that truly support the transition to electric mobility.
The Experience Gap in Electric Mobility
There is another figure that tells a lot about our delay: only 19% of Italians have ever driven an electric car. We are well below France (31%) and Germany (26%), and light years from China where 68% have already done at least one test drive.
This gap in direct experience weighs heavily on perceptions. Those who have tried electric mobility often develop a more positive attitude towards these vehicles. Studies at the Polytechnic of Milan confirm that user experience is a key factor in overcoming psychological resistance.
FIAT resists, but Tesla emerges in electric mobility
On the brand preferences front, Italy confirms its love for Made in Italy: 65% consider a Stellantis group brand as their next electric vehicle, with FIAT leading at 30%. A figure perfectly in line with France, where the identity dimension guides choices.
But there is also a certain openness: Tesla collects 16% of preferences, followed by Korean and Chinese brands. A sign that the Italian electric mobility market is slowly diversifying, while maintaining strong loyalty towards national brands.
The road to acceleration
Paul Uggetti, Partner and Automotive Lead of BearingPoint Italia, is optimistic despite the data:
"The results tell of a country that is looking with growing interest at electric mobility, but that is struggling to make the decisive leap. The three main obstacles can be overcome: institutions, producers and operators need to work together to achieve truly favorable conditions."
There is no shortage of prospects: according to Motus-E forecasts, Even in the most conservative scenario, Italy will reach 9,8 million electric vehicles by 2035. E May 2025 data show encouraging signs: electric registrations grew by 82% in the first five months of the year.
Electric mobility in Italy is slow, it’s true. But maybe it’s not a question of speed: it’s a question of removing the right obstacles at the right time. And the moment may be closer than we think.
