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eReadiness Study 2021

Market perspectives, customer needs and recommended actions for OEMs

Executive summary

Over the last few years, OEMs made significant investments in the electrification of vehicles, which are not yet fully converted into significant revenue streams despite the significant growth registered in the last months. Throughout the Covid-19 pandemic, OEMs continued their investment in e-mobility and have to adopt a tailored market approach to maximize the return on investment during the upcoming EV uptake phase.

The second edition of our pan-European eReadiness study provides updated perspectives on the short-term market development of Battery Electric (BEV) and Plug-in Hybrid Vehicles (PHEV) in France, Germany, Italy, Norway, Spain and Switzerland to help OEMs identify the best viable options to ensure short-term commercial effectiveness.

Key findings

  • The EV market (BEV + PHEV) is expected to reach 23% of total new car sales by 2024 in France, Germany, Italy, Norway, Spain and Switzerland, mainly fueled by BEV
  • The fleet (B2B) segment will remain the most attractive segment, with a projected share of approximately 55% of the total EV market in 2024

  • The overall interest in electric vehicles (EV) is high, with 64% of surveyed consumers and 100% of fleet companies declaring intention to buy an EV in the next two years
  • Among consumers, EV owners (4% of the panel) are high-income, middle-aged male living in city centers
  • EV prospects have ~40% lower income than EV owners. Among them, Dreamers, Luxurious and Tech Enthusiast are the three personas (out of the six identified) with the highest intention to buy and represent 50% of next 2 years’ demand
  • Within the fleet segment, large companies declare the highest EV penetration while mid-sized ones register the highest EV growth rate
  • Online sales represent 9% of EV sales, yet 59% of consumers would buy their next vehicle online driven by convenience and price transparency
  • 60% of consumers and 70% of fleet customers, bought EV and recharge solutions in a bundle, with up to 30% purchasing additional EV-related services/ products during the same period (e.g. energy contracts, energy management solutions)

  • B2B is perceived as the most attractive market, both for size and growth by dealers, with a focus on large corporate vs. SMEs
  • Dealers envision a c. 20% EV share in the next two years mainly driven by urban population with a decreasing interest from rural areas
  • Dealerships have an accurate perspective on consumers’ driving factors to buy EVs except for driving experience and state incentives which are hyped. Driving range is seen as a bigger deal than it is perceived by customers
  • Dealerships are the main B2C channel, yet 60% of them would require more training support from OEMs
  • Similarly to last year’s results, dealerships question EVs impact on their margins, in particular for the aftersales business
  • Used EV market is still nascent, yet it represent a key attention area for OEMs with regards to value proposition, stock rotation and financial impact

Recommendations on the way forward

To keep up with the e-mobility race, OEMs have to define tailored selling propositions that can be articulated in five key improvement actions to tap the full potential of the EV market demand in the short run:

Extended value proposition

Define an extended offering to address the increasing demand of EV-related products and services currently not being part of the OEM and dealership portfolio (e.g. energy contracts, smart-home solutions, …).

Omnichannel journey

Define a customer journey that complements traditional brick-and-mortar sales with a seamless on-line customer experience, by combining the best of both worlds to target digital native prospects and ensure resilience in case of health emergencies.

Customer experience

Design and deploy an EV-specific sales process to make the customer experience more compelling, as well as ensure regular monitoring of customer feedbacks and identification of key pain points throughout the EV journey.

Customer support

Enhance customer support during the post-purchase phase by focusing on private charging solutions installation as well as public charging point usage.

Pre-owned EV business

Enhance used EV business proposition with dedicated CPO and upskilling programs to help dealerships manage the EV second hand trade in a more effective and profitable way.

About this study

Strategy& launched the second edition of the eReadiness pan-European study to capture market perspectives for Battery Electric (BEV) and Plug-in Hybrid Vehicles (PHEV) from different angles to help OEMs identify the best viable options to ensure short-term commercial effectiveness.

  • The study focuses on six European markets: France, Germany, Italy, Norway, Spain and Switzerland
  • 4,000+ consumers surveyed with a balanced sample among the six markets in scope with the study
  • 103 mid-large sized corporations with a vehicle fleet of 100+ units
  • 30 dealerships with an annual turnover of at least 10 M€, representing 29 brands
  • B2C Clients: online surveys with a representative sample of the driving population of each market in scope
  • B2B Clients: phone interviews and online surveys with fleet & mobility managers
  • Dealerships: face-to-face interviews with Dealerships owners/ principals based on a structured questionnaire

Contact us

Dr. Andreas Gissler

Dr. Andreas Gissler

Partner, Strategy& Germany

José Baghdad

José Baghdad

Partner, PwC France et Maghreb

Andreas Schlegel

Andreas Schlegel

Director, Strategy& Switzerland

Milos Bartosek

Milos Bartosek

Director, PwC Norway