Uber rebrands EV option as ‘Uber Electric’ as research shows growing Kiwi confidence

New research suggests New Zealanders are warming quickly to electric vehicles, with many feeling “surprised”, “relieved” and even “ecstatic” after their first EV ride, as Uber launches its revamped Uber Electric service.

The survey, commissioned by Uber, found the average New Zealander is 41 years old before taking their first trip in an EV. More than half (51%) said they were curious beforehand, while 47% were surprised by the experience. Nearly one in five (19%) felt relieved and 12% said they were ecstatic.

EVs are becoming more common on the Uber platform, with the number of electric driver-partners rising 174% in the past year.

The findings come as Uber retires its Uber Green option and relaunches it as Uber Electric, allowing riders to choose a 100% electric, zero-emissions trip at no extra cost.

To promote the change, Uber has teamed with comedian and EV enthusiast Tom Sainsbury to highlight the awkwardness and charm of people’s first experience in an electric car.

“My mum was driving an EV long before they were cool, so there was always a lot of electric chat around the dinner table – now everyone else is finally catching up,” Sainsbury says.

“EVs are smooth and quiet, and you know that you’re doing your bit for the planet. Once you’ve taken your first electric ride, there’s no going back! Personally, I’m hooked, and with Uber Electric it’s just a tap away.”

Uber managing director for Australia and New Zealand Emma Foley says the rebrand will make it easier for riders to choose a low-emissions trip.

“We know we have an important role to play in supercharging New Zealand’s shift to an electric future. Our goal is to make choosing a more sustainable ride effortless, without compromising on price or experience.”

“It’s exciting to see how many Kiwis are embracing EVs, and with Uber Electric we’re making it easier than ever to go electric, whether it’s your first time or your hundredth.”

Awkward first-time moments

The research highlights some of the confusion experienced by first-time EV passengers:

• 37% weren’t sure whether the car was turned on.
• 17% struggled to open the door.
• 27% took their first EV ride with a friend.
• 42% said their first ride shifted their view of EVs in a positive direction.

The biggest barriers to wider EV uptake remain cost and convenience, with respondents citing high purchase prices, worries about running out of charge, and concerns about charging availability.

Younger Kiwis more enthusiastic

Younger New Zealanders (18–24) see EV drivers as modern and environmentally conscious, while nearly half of older New Zealanders (55+) said travelling in an EV was “just another drive”.

Uber says its goal is to support New Zealand’s broader transition to electric transport, making EVs more visible and accessible to everyday riders.