Uber Electric launches: 'My mum was driving an EV before they were cool,' says Tom Sainsbury

David Linklater

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Uber Electric has partnered with Tom Sainsbury. You must recognise Tom Sainsbury, surely?

Uber Electric has partnered with Tom Sainsbury. You must recognise Tom Sainsbury, surely?

  • Uber Green has rebranded as Uber Electric.
  • EV drivers on Uber platform has increased 174% in a year.
  • Tom Sainsbury on board for ad campaign, proud of his mum.

Uber has rebranded its zero-emissions rideshare portfolio as "Uber Electric" (formerly the much-less-specific Uber Green), which it says follows research that while many Kiwis are latecomers to the EV experience, first impressions are positive.

Uber Electric.
Relaunch as Uber Electric reflects how much riders have embraced EVs, says the company.

According to Uber data (based on a Stickybeak survey of 504 Kiwis aged 18-plus, in October) shows that despite New Zealanders having their first EV experience at a "mature" 41 years of age, more than half (51%)
admitted they were curious before their first ride, many came away surprised (47%) and some even said they were relieved (19%) and ecstatic (12%).

There were still awkward moments. One in three (37%) admitted that they weren’t entirely sure if the car was turned on, and nearly one in five (17%) struggled to open the aerodynamically optimsed flush door handles - not specifically an EV feature, but certainly more common on plug-in cars.

Uber says the number of EV drivers on the platform in NZ has jumped 174% in just one year, while a 2024 report revealed 40% of Kiwi riders have their first EV experience through the Uber app.

Tesla Model 3.
The struggle is real... with this type of flush doorhandle.

Uber is attempting to capture the "charm (and mild confusion) of Kiwis’ first time” with comedian and EV enthusiast Tom Sainsbury, in which he explores the nerves, surprise and “a-ha” moments
involved in going electric in a new campaign.

“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,” says Sainsbury.

“EVs are smooth and quiet, and you know that you're doing your bit for the planet."

Quiet facts about Uber and Kiwis

  • Kiwis are late bloomers - on average, they have their first time in an EV at  the age of 41.
  • 1 in 4 (27%) Kiwis have their first time in an EV with a friend.
  • Around 1 in 5 Kiwis were stumped just trying to get in - confessing that they found opening the door to an EV confusing their first time.
  • 1 in 3 (35%) wondered if the car was turned on.
  • Over half (51%) were curious before their first EV ride, and many Kiwis said they felt surprised (47%), relieved (19%), and even ecstatic (12%) after their first experience.
  • 42% Kiwis changed their tune to a positive opinion after their first EV ride. Another 17% already loved EVs.
  • The biggest turn off? Kiwis say their biggest barrier to choosing an EV (to ride in or buy) is because “They seem too expensive”, followed by “I’m worried about running out of change/range” (31%), and “Charging feels inconvenient or time-consuming” (31%).
  • Younger Kiwis (18-24), as they regard EV users as more modern and forward thinking (40%) and environmentally conscious (36%), while older Kiwis (55+) maintain it doesn’t say much about a person (47%).
  • Younger Kiwis (18–24) are all for the planet, choosing electric options for environmental reasons (35%), while nearly half of older NZers (55+) say EVs are taking it in their stride, as simply “just another drive” (44%).