Four out of five Europeans are open to buying battery-powered electric vehicles – but who will buy next?
Escalent’s EVForward segmentation shows a high interest in electric vehicles in Europe, but a low likelihood of adoption by car buyers in the five most populous European countries.
Four out of five (81%) new car buyers in Europe are open to battery electric vehicles (BEVs). However, only 12% of buyers expect to buy a BEV as their next car – a clear indication for car manufacturers that they need to close significant gaps to increase the uptake of e-cars. The complex interactions of attitudes, values and household and charging conditions in Europe show that these gaps are multifaceted in nature, ranging from product offerings to education and support.
These are the findings of EVForward, the largest and most comprehensive study of the next generation of electric vehicle (EV) buyers – including BEVs and plug-in hybrid EVs – in the United States and Europe. The platform was developed in 2019 by our American partner company Escalent, a leading human behaviour and analytics consultancy with extensive experience advising the world’s largest automotive companies.
Based on the results of the study, the EVForward team developed six unique EV buyer personas. Escalent assessed each group’s attitudes, life circumstances, vehicle ownership and usage patterns to position them on a spectrum of their likelihood to adopt. While some barriers to switching to electric vehicles are common to all personas, other barriers are more specific to a single group.
To learn more, we invite you to join us for a webinar on Wednesday 8 December from 5pm to 5.45pm. We will take a closer look at the potential buyers of electric vehicles, including how they differ from early adopters, what country-specific factors play a role, and which buyers are most likely to seriously consider an electric vehicle as their next vehicle.
The EVForward Europe study was conducted in five European countries: United Kingdom (n=1,926), Germany (n=1,947), France (n=1,667), Italy (n=1,866) and Spain (n=1,846). This is a market-representative sample of 9,252 respondents interviewed between 23 April and 7 June 2021. Respondents are between 18 and 80 years old, have a 2015 or newer model first vehicle and plan to purchase a new vehicle within the next 5 years. The data was weighted by age and gender to match the demographics of new car buyers and by vehicle segment to match current vehicle sales. The sample for this research comes from an opt-in online panel. Therefore, any margins of error or significance tests reported are estimated and are based on the same statistical assumptions as data obtained from a random probability sample. Escalent will provide the exact wording of the survey questions upon request.
Escalent is a leading human behaviour and analytics consultancy specialising in industries facing upheaval and business change. A catalyst of progress for more than 40 years, they transform data and insights into a deep understanding of what drives people. Escalent helps companies transform these drivers into actions that build brands, improve customer experience and inspire product innovation. Visit escalent.co to see how Escalent is helping to shape the brands that are transforming the world.
UScale focus studies: User studies on electromobility
Since 2018, UScale has been systematically surveying e-car drivers about their expectations and experiences at all touchpoints of the e-mobile customer journey. For more information on the UScale focus studies, please see HERE.
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