Car Assembly Line

Customer studies for car manufacturers and importers

Electric cars are more than just cars with a new drive system.

In order to be competitive, manufacturers need up-to-date data on their own competitive position and the strengths and weaknesses of their own offerings compared to those of their competitors.

USCALE asks electric car drivers about their usage habits, problems, assessment of product maturity and recommendations to the developers of their car brand on all functions that are relevant to electric driving. In this way, we provide the basis for the work of product managers, developers, marketing and sales managers.

Relevant Studies:

eMobility EV Benchmarking-Studie
eMobility Private Charging-Studie
eMobility Public Charging-Studie
eMobility Smart Charging-Studie
eMobility Public Charging Payment Method-Studie
Lade-Personas f├╝r die Elektromobilit├Ąt
Product Manager

EV drivers come from other segments, have different usage behaviour and therefore different needs than combustion engine drivers.

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

  • What pain points need to be solved for electric cars?
  • Which features are necessary and add real value to the vehicles?
  • How should equipment packages be designed?
  • What is your own competitive position?
  • Which KPIs are relevant?
  • What differences are there between different vehicle and user segments? For example: What charging performance do customers expect in which segment?
  • What trends need to be considered?
  • and much more.
Developer and Product Owner

With electric cars, many functions have to be rethought or redeveloped. In contrast to the combustion engine, there is little experience available. At the same time, developers and project managers have to keep a close eye on costs

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

  • What pain points do electric car drivers have today?
  • What does the user journey to charging look like?
  • How are EV-specific features used? And how do they need to be designed?
  • Which charging use cases are relevant for which user segments?
  • Which features are really important? And which ones only increase manufacturing costs but not customer benefits?
  • What are the strengths and weaknesses of the manufacturer concepts of relevant competitors?
  • and much more.

The segmentation of target groups in the EV market follows different rules. Familiar segmentation schemes such as SINUS are only of limited help in the current market phase. EV shoppers have different information needs 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 EV buyers look like?
  • and much more.

The purchasing process for EV 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?
  • What information are EV shoppers looking 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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