eMobility Marketing Study 2020

how to best Address e-car buyers at the point of sale

The study shows the willingness of car drivers to buy a BEV or PHEV. It also provides car manufacturers with information on the biggest drivers and barriers to the switch to e-cars and how to successfully market relevant USPs.

The marketing survey was conducted online in April and May 2020 among almost 1,200 people interested in e-cars in Germany.

The deliverable includes a PDF report (approx. 60 pages).

Contents and added value of the Marketing Study

Content of the Marketing Study

Segmentation criteria:

  • Socio-demographic data (age, gender)
  • Driving habits (mileage per year)
  • Basic interest in e-cars
  • Loading locations
  • Company / private car

Drivers and barriers of BEV buyer segments:

  • General drivers and barriers
  • Most important changeover drivers
  • Most important barriers to switching
  • Differences between segments

Drivers and barriers of PHEV buyer segments:

  • General drivers and barriers
  • Most important changeover drivers
  • Most important barriers to switching
  • Differences between segments
Target group of the survey

For the study, only female drivers who are planning to purchase a new e-car within the next 12 months were surveyed. The total of almost 1,200 respondents is divided into 600 BEV and 600 PHEV interested parties.

Added value and benefits of the Marketing Study

The study identifies the relevant USPs for successful marketing and the barriers to purchase that need to be overcome in the target segments that can be reached today and tomorrow. It provides OEMs with input for marketing campaigns, website design and salesperson training.

Manufacturers of e-vehicles who address new customers in the right way support the ramp-up of e-mobility and thus significantly increase their own sales.

USCALE focus studies: User studies on electromobility

Since 2018, USCALE has been systematically surveying EV drivers about their expectations and experiences at all touchpoints of the e-mobile customer journey. You can find an overview of all USCALE focus studies HERE.

We show extracts from other studies in the LinkedIn articles by USCALE and Axel Sprenger, our company founder.

If you have any questions, please contact us at contact@uscale.digital.