Autohandel: EV-Retail

Customer Insights for the Electric Car Retail Sector

EV buyers have different information needs than buyers of combustion cars. Retailers must adapt to the new customer group with both their needs and expectations. To do this, they need up-to-date data on their own competitive position and their strengths and weaknesses compared to their competitors.

USCALE asks e-car drivers about both their expectations and experiences at all stages of the purchasing process. This provides the basis for the work of not only sales organizations and marketing but sales and local dealers. In addition to EV shoppers, we also survey combustion car buyers and show where the differences lie.

Relevant Studies:

eMobility EV Retail-Studie
Lade-Personas f├╝r die Elektromobilit├Ąt
Product Manager

EV shoppers have different needs and expectations of sales and retail than buyers of combustion vehicles.

USCALE studies answer the most important questions of product managers and show what is important:

  • What information needs do e-car shoppers have?
  • How can customers be best supported in the information process?
  • What is your own competitive position? Which KPIs are relevant?
  • Where are the weaknesses in your own online and offline presence?
  • What differences are there between different vehicle and user segments?
  • and much more

The segmentation of target groups in the EV market follows different rules. Familiar segmentation schemes are only of limited help in the current market phase. E-car shoppers have different information requirements than combustion engine buyers and use different touchpoints in the customer journey.

USCALE studies answer the most important questions of marketing managers and provide important input for the work of agencies:

  • Which target group segments are relevant in the e-car world?
  • What information needs do people switching to an electric car have?
  • What does the purchase funnel for e-car buyers look like?
  • Which media channels are best used to reach target customers?
  • and much more.

The purchasing process for e-cars differs significantly from that of a combustion car. Sales processes must be adapted to this.

USCALE studies answer your questions and show what is important:

  • How does the customer journey in the purchase funnel of an electric car differ from that of a combustion engine?
  • How do online and offline car purchases differ?
  • What information do e-car shoppers look for on manufacturers’ websites?
  • What expectations are there for financing and leasing offers?
  • How do test drives, handover and follow-up processes differ from combustion cars?
  • and much more.
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.

If you have any questions, please contact us at

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What customer insights into electric cars, charging technology or charging services are you looking for? Whatever you are looking for, we look forward to exchanging ideas.

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