Electric Car Chat

From ICE to Electric: A Psychologist's Journey Through the EV Transition

• Graham Hill • Season 2 • Episode 1

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A revolution is brewing in how we discuss electric vehicles, and it's being led by a psychologist, not an engineer or economist. Graham Hill's Electric Car Chat podcast emerges from 40+ years of studying human behaviour and communication, beginning with his transformative experience in Dale Carnegie training when he trained as an instructor. This isn't just another technical EV podcast—it's a deep dive into the psychology driving our automotive transition.

While most industry leaders approach electric vehicles through spreadsheets and historical data, Hill brings the rare perspective of a creative thinker. "Data only ever comes from one place—the past," he explains, highlighting why traditional analysis falls short when examining revolutionary technologies developing at "warp factor speed." Instead, he advocates for "upstream thinking"—solving problems at their source rather than merely treating symptoms as the self-appointed myth-busters do.

The podcast promises practical advice for everyone in the EV ecosystem. For consumers, Hill will reveal insurance strategies that could save up to 40%, explain when gap insurance is essential, and help identify where each listener fits within the "diffusion of innovation" framework. For industry professionals, from manufacturers to driving schools, he'll apply psychological insights to improve marketing, address negative press coverage, and accelerate adoption through creative solutions. All this delivered with refreshing pragmatism—acknowledging that by 2030, electric cars will still be in the minority on British roads, but helping smooth the path for those ready to make the transition.

With over 250 episodes planned and topics ranging from practical tips to psychological deep-dives, Electric Car Chat stands to become an essential resource for anyone navigating our automotive future. Subscribe now and join a conversation that goes beyond horsepower and range to explore the human factors driving our electric revolution. Have questions about EVs? Graham is ready to take them upstream and find creative solutions you haven't even thought to ask for.

To buy a copy of Electric Cars - The Truth Revealed visit grahamhilltraining.com. If you are interested in sponsoring this podcast or would be interested in working together please visit grahamhilltraining.com/contact


Hi I’m Graham Hill and I’d like to welcome you to the world’s newest electric vehicle podcast called Electric Car Chat

The formula for this podcast started over 40 years ago when my life changed forever. I was asked to oversee the installation of our new computer system that amounted to a £1.5 million investment. A lot of money back in those days and we’re talking a long time ago.

Now, whilst that was a career changing moment it wasn’t the life changing moment that it led to. A year after we started work on the computerization of the company, the name of which was Sound Diffusion PLC based in Sussex, It was clear that we needed to carry out some extensive training for the staff that would be affected by this major investment, all of whom were nervous about computerisation. The whole nation was feeling nervous about computerisation. This was to lead to my life changing decision when I decided to carry out the training myself.

I wasn’t qualified to carry out training and I had no experience of talking in front of groups of people but I’d read the book, How to Win Friends and Influence People, by the American Dale Carnegie. The book had been given to me as a joke but when I read it, probably a year or two later, the principles resonated with me. I’d remembered reading in the book notes that Dale Carnegie Training of America ran training courses around the world, one of which was public speaking. I applied to join the course, sponsored by my company, and my life changing journey began.

I found that I was not only reasonably good at public speaking but I found the psychology involved, totally absorbing, fascinating and exciting as we put Carnegie’s principles into practice. If you’re a Carnegie graduate you’ll know that throughout the course the class members have to vote on the best talk at the end of each session, culminating in the final, end of course talk, that was not only voted on by the class members but also invited guests, keen to see if the course would benefit them before signing up. There were close to 200 people in the room, more than I’d ever spoken in front of in my life. I won the course along with a copy of Carnegie’s Scrapbook of quotes and sayings. A book you can’t buy it was only ever presented to course winners and I have to say it is still one of my proudest possessions. 

Following the course, I was asked back to attend the next course but as, what is known as, a graduate assistant or GA.

I was more than happy to do this as it allowed me to hone my presentation skills as each week, we had to give demonstration talks to the new class members. After a couple of years of being a GA I was invited to train as a course instructor, a role you can’t apply for, it’s invitation only.

This was a huge honour and I was more than happy to start my training as a Dale Carnegie instructor. Like Dale Carnegie my interest was not supported by psychology qualifications. It developed out of observation, finding out why people did certain things quite unexpectedly. How to get things done in a positive and friendly way. Dwight Eisenhower, former president of the USA, was a big supporter of Carnegie’s principles. He was introduced to Carnegie’s book by his dad. His understanding of the human psyche is reported to have had a major effect on his strategy calls in World War Two and led to his now famous quote, ”Leadership is the art of getting someone else to do something you want done, because they want to do it.” I’ve changed that slightly to, ‘Get people to do what you want them to do because they want to do it.’

When the investor and still one of the richest men on earth, Warren Buffett was asked what his greatest ever investment was, he replied, The $100 that he spent on the Dale Carnegie course on public speaking. And it’s believed that he still has his course certificate proudly displayed on the wall of his office. He claims that his ability to communicate and correctly predict what people think and how they will react have been his greatest strengths.

So, what can you expect from my highly original and totally different podcast on electric cars? Well, you can expect an approach like none other. I’ll be using my skills built up over 40 plus years to look at the transition from ICE cars to electric.

Whilst there are plenty of creative people out there in the world, such as artists, designers, songwriters, actors etc. There are very few creative thinkers, estimated to be just 7% of the population. As a result, they’re often undervalued, mainly because most business leaders are economists. They can only think in terms of numbers, averages, percentages and data. They only see solutions in numbers because this is how we’re taught in school. Ask a politician how they propose to reduce a particular waiting list and they won’t come up with a creative and unique solution They’ll simply tell you that they’ll be investing a billion pounds into the department over the next five years hoping in the back of their minds that someone will find a way to spend the money effectively. That’s no answer. 

Henry Ford had the answer, I’ll be telling the story of him a creative and a consultant in a future podcast. As I’ll explain he clearly understood the value of creatives. 

Now, I won’t be myth busting because it’s what’s known as downstream thinking and frankly lazy and a waste of time, I’ll be taking both internal combustion engine or ICE car drivers upstream to solve their concerns over the EV transition. And I’ll help those in the industry from car manufacturers and dealers to tyre manufacturers and distributors to driving schools and breakdown services and so on. Anything and everything associated with EV’s. In fact, I can help every aspect of EV supply and support by taking you all upstream and being much more creative. Sadly, not everyone will understand this approach because they’re economists used to using data from the past to predict the future and that’s not how it works when planning the future of a rapidly developing product. As the psychologist Rory Sutherland explains, data only ever comes from one place and that’s the past. 

Using historical data was fine when we tipee toed our way through the incredibly slow development of ICE cars but we’re now developing electric vehicles at warp factor speed and old data has a very small part to play in future developments. I’ll be demonstrating how data can be manipulated and misinterpreted. Data is only as good as the questions asked and the quality of those interpreting it. I’ll demonstrate this with a story about toothpaste sales in Australia and where babies come from, one of my own personal stories.

The quality of marketing has been incredibly poor. Marketing is where value is created in the minds of potential electric car buyers, and yet what I’ve seen is extremely poor. But before we get onto the marketing of individual car brands, tyres, breakdown services, driving schools, insurance products etc. again we need to move upstream and consider a masterclass in marketing from 1948 and apply the strategy to our industry. I’ll explain what that’s all about in a future podcast. This will dramatically change the sales of electric cars for the better. 

There will be a huge opportunity here for trade associations, in particular the Society of Motor Manufacturers and Traders or SMMT. What are they doing to help increase EV sales, I’m buggered if I know?  I’ll also explain fully what I mean by upstream thinking by referencing a story told by Dan Heath in his book Upstream. A brilliant book that should be read by all who want to overcome problems by taking them upstream. I read copious numbers of books so watch out for recommendations. In fact read all the books by the brothers Dan and Chip Heath. I’ll be referencing them al lot throughout the podcasts.

In the second of my podcasts after the full introduction I’ll reveal, with the help of Nigel Farage, how we remove one of the biggest barriers to entry. By the way he didn’t know he was helping.

If you either have an electric car or you’re thinking of getting one my second podcast will be followed by a series of podcasts on insurance. The importance of checking the likely insurance cost before you order or buy your next car if it’s electric is huge. You could lose thousands of pounds if you don’t do this. I’ll explain when to take out your insurance in order to minimize the cost. Get it right and you could save up to 40% of the premium. This has been pretty much verified by all the insurance comparison sites. Next up is why you should consider something called GAP insurance as a result of the unpredictability of used electric car values. Write your car off and without GAP you could be seriously out of pocket.

I’ll also talk about IPT, that’s Insurance Premium Tax, the equivalent to VAT on insurance products that include things like extended warranty, breakdown insurance, some GAP insurance, minor damage protection, alloy wheel protection etc. I’ll help you to decide on which insurance products to take and how you can get the IPT for 12% on most of these insurance products rather than what you may have paid via the dealer at 20% as well as find cheaper products in the first place. 

Frankly, I was getting really annoyed watching electric car adverts showing left hand drive cars. I thought this was bloody ignorant and disrespectful to us Brits. Showing us left hand drive cars with a note that UK spec. may differ from the car shown. Damned right it is, the bloody steering wheel on the other side of the car for a start. I was nearly driven to writing to the MD’s of the offending car brands but then I realised that something more sinister was going on. Something that could lead to an accident or at least a fine and points on your licence. I’ll be explaining what I mean by this in another podcast. This is an essential listen before deciding on your new car. 

So, why do we take more notice of negative stories in the press on TV and on the radio than positive? I’ll be explaining why by revealing the psychology involved and how the reasons go back to prehistoric times. In fact, I’ll be explaining why, on most occasions, these stories are important and indeed useful. Then I’ll explain how you should interpret the stories if you’re already an EV driver or you’re considering the move to electric. Quentin Willson and as I lovingly refer to them as the Willson Whingers have even complained to the Government about the so-called negative stories that appear in the press. Not that the Government can do anything about the stories as we have a free press in this country and as long as the stories don’t include anything libelous, then I’m glad the stories are written. I’ll give some great stories and results following the so called myths about collapsing multi-story car parks and the Luton Airport fire – a huge lesson to be learned in each case. The journalists should have been praised not castigated by Willson and his followers as I’ll be explaining.

Whether you’re a consumer or in the EV industry, you may have come across the expression, the Diffusion of Innovation. This theory actually goes back to prehistoric times but it was clearly defined by the American Everett Rogers a communications theorist and sociologist in the 1960’s. Many industry executives drop parts of the theory into conversations, I guess they’re trying to convince themselves that they actually know what they’re talking about, which in most cases they don’t. A few years ago, I wrote an academic paper on the theory and how it applies to the EV industry. I’ve since taken it further by defining the three main types of innovation which goes some way to answer questions like why haven’t Ford made an electric equivalent to their most popular Fiesta? For many that just didn’t make sense but reading through my paper it makes perfect sense. If you’re a consumer and are really disappointed that there is no electric Fiesta then breathe easy because if you apply my interpretation of the Diffusion of Innovation an electric Fiesta replacement is inevitable. If you’re still driving an ICE car but wonder when you’re likely to be driving an electric car you’ll probably identify yourself within one of the groups giving you a greater idea of when, if ever, you’ll move to electric. All of this in just one podcast.   

I’ll provide those looking to transition from their ICE car to electric with tons of practical advice and psychological solutions. Also, how you can end up paying as little for your electric car as the biggest fleets in the country as a result of a law that was passed many years ago. I’ll be explaining this to you and why you should seriously consider my recommendations.  

One of the biggest problems consumers face when considering electric cars is they don’t know what questions to ask in the first place. As the saying goes, you don’t know what you don’t know. This is why I’ve over 250 podcasts in the pipeline, most of which will address issues and questions from consumers, probably like yourself. Between my book, Electric Cars – The Truth Revealed, my course and this podcast I’ll be accelerating the transition from ICE to electric.

In the meantime, The Willson Whingers will continue to sit around waiting for another story to appear in the press or on TV that they can have a good old moan about. Unbelievable!

I want to make it clear before I wrap this podcast up that I’m not an EV evangelist. I’ll be doing my best to smooth the path from ICE cars to electric but if you’re not ready it just means that you fit into a group that needs more time and information. Using the Government’s figures we will only reach 8 to 9 million electric cars on the road by 2030 out of an expected 34 million registered cars. So there’s no panic! As we resolve the objections and what’s known as the reassuring herd mentality takes over the take up of electric cars will naturally ramp up. 

OK, that’s the end of this little taster of what’s to come. If you haven’t already subscribed then either subscribe on the platform you found this on or go to grahamhilltraining.com/podcast and subscribe there. If you’re in the industry and would like to discuss how we can work together or wish to sponsor this podcast then please contact me via the contact form on grahamhilltraining.com and we can discuss further. Thanks for joining me, I’ve been Graham Hill and I’m off to make a ruckus, see you on the next one, bye for now.