Study: More than a quarter of Estonians would not be motivated to buy an electric car for any reason
According to a recent survey commissioned by Citadele Bank, 28 percent of Estonian residents say that nothing would currently motivate them to choose an electric car. Among those who do see clear advantages in electric vehicles, the most important argument is that charging costs less than fuel. Buyers of electric cars are increasingly making their decisions based on total cost calculations.
In total, 19 percent of Estonian respondents said that the main factor motivating them to choose an electric car would be the lower cost of charging compared to petrol or diesel. In addition, 11 percent of respondents said they would be motivated if government subsidies were offered for purchasing electric vehicles. The same number believed that electric cars are more economical in the long term. Environmental sustainability motivates only nine percent of Estonians to choose an electric vehicle.
Total cost is in focus
Back in 2023, a similar survey identified low air pollution and reduced noise levels as the main motivators for choosing electric cars. According to Rainer Moppel, head of Citadele Leasing, this clearly shows that buyers now evaluate electric car purchases much more carefully from a cost perspective. “Today, buyers no longer ask only whether an electric car can get them from one point to another, but whether the choice truly makes financial sense for them. While discussions previously focused more on range and charging infrastructure, the focus has now shifted to total cost — how much the vehicle costs to purchase, charge and maintain, and what its resale value will be after a few years,” said Moppel.
The survey also highlighted the main barriers preventing people from choosing electric cars. For Estonian residents, the biggest obstacle remains the high purchase price, mentioned by 23 percent of respondents. Fifteen percent consider the driving range on a single charge too short, 12 percent believe electric cars are significantly more expensive than internal combustion engine vehicles, and 11 percent pointed out that charging at home is inconvenient without dedicated infrastructure.
According to Moppel, car buyers no longer look only at the price tag but at the entire usage logic of the vehicle. “If a person has the ability to charge the car at home or at work and drives enough on a daily basis, an electric car can be a very reasonable choice. However, if charging depends mainly on fast chargers or if the initial purchase price is too high for the family budget, the decision becomes much more complicated,” he noted.
Interest in plug-in hybrids is increasing.
Risto Sikk, sales manager at Auto100, estimates that most electric cars currently being purchased are priced between €45,000 and €55,000, helping explain why price remains the most important issue for consumers.
“At the same time, interest in electrified models, including plug-in hybrids, is growing. For many drivers, they offer the possibility to complete everyday trips using electricity while still retaining the flexibility of an internal combustion engine for longer journeys,” noted Sikk.
According to him, the prices of electric cars are gradually converging with those of internal combustion vehicles thanks to technological development, while the expansion of charging infrastructure is also increasing consumer confidence. Moppel added that this shows Estonian car buyers are not opposed to electric cars, but they expect a very clear financial justification.
“Today, an electric car has to prove itself to the buyer in Excel terms. If driving distances are large and home charging is available, the total ownership cost is increasingly starting to favour electric vehicles. Especially considering that fuel prices have also risen recently,” added Moppel.
The survey commissioned by Citadele Bank was conducted in April 2026 by research company Norstat in Estonia, Latvia and Lithuania. A total of 1,000 people were surveyed in each country.
