ONCE reserved for the wealthy, electric vehicles (EVs) are on the brink of becoming a common sight on Jamaica’s roads as more affordable models enter the market.

That’s according to group marketing manager at ATL Automotive, Christina Taylor who explained that the Jamaican market is evolving beyond high-end luxury models. A growing line-up of options, alongside expanding charging infrastructure, is expected to drive the shift from luxury to mainstream electric vehicles — ultimately reshaping how Jamaicans approach transportation and sustainability in the near future.

“When we first started debuting EVs in Jamaica it was the high-end models — the Jaguar, Audi, the BMWs — but now, moving into 2025, we are going to have hatchbacks, the MG 4 EV, subcompact SUVs, the Kia EV 5. So, we are going to have more attractive EV pricing than we have ever seen,” Taylor said.

She was speaking at a forum hosted by Evergo earlier this week on e-mobility in Jamaica ,under the theme ‘Charge Forward: Empowering Jamaica’s E-Mobility Vision’.

“You’re looking at $5 million for a subcompact SUV, which makes it comparable with other price points,” she added.

ATL’s introduction of “more affordable” EV models in motor cars aligns with global trends whereby affordability is driving mass adoption. In regions such as Europe and China the entry of cost-effective EV models has shifted the market dynamic, making electric cars a practical choice for a wider range of consumers. Jamaica is poised to follow this trend, with a growing array of affordable options likely to accelerate local adoption.

In Jamaica the landscape has shifted significantly. Dealers now offer a range of 10 different lines and eight brands of EVs that were previously unavailable.

“BYD is also at a very attractive price point. It took us at ATL two years to secure the contract with BYD. BYD only produces battery cars, forklifts, garbage trucks, buses etc, and so for them to have the confidence to bring in a new energy vehicle brand speaks volumes about the faith they have in our market,” Taylor said.

Most recent data from the Ministry of Science, Energy, Telecommunications and Technology (MSETT) shows a surge in EV imports over the past three years, rising from just 36 in 2020 to almost 280 in 2023. Stakeholders interpret this as a clear sign of growing interest in electric vehicles.

Much of this growth has been facilitated by the financial institutions that have come out with special rates for consumers purchasing electric vehicles.

But as the market for affordable EVs grows, so does the need for robust charging infrastructure.

Jamaica Public Service Company and Evergo have both embraced the responsibility of advancing e-mobility. Since 2020 the two companies have invested heavily in this emerging sector, and while it remains a loss-making venture, at least for Evergo, that’s expected to change soon.

“What we are now seeing is a proliferation of new vehicles coming in; we are seeing more BEVs than plug-in hybrid so they are consuming more power, which translates to more revenues for us,” McKenzie said.

“Is it that we are making money now for it to be successful? The answer is going to be no because, as we said before, we are making heavy investments. We are not in the block as yet but we are approaching there,” he added.

Still, the projected growth in EVs to bring both JPS and Evergo closer to their financial target point by 2026 is not only expected to come from the ordinary Jamaicans purchasing EVs but with private companies transitioning to EV fleets. The Government will also play a crucial role in driving Jamaica’s EV transition.

Current targets aim for 16 per cent of the GOJ’s vehicle fleet to be electric by 2023, and 12 per cent for the private sector.

“The hope is that by 2050 Jamaica will get to 100 per cent EV within the GOJ fleet,” chief technical director at the Ministry of Science, Energy, Telecommunications and Technology, Bryan Richardson said.