eReadiness Study

Providing perspectives on the short-term development of the e-mobility business in four major European markets

Executive summary

Over the last few years, OEMs made significant investments for the electrification of vehicles, which are not yet converted into significant revenue pools due to still limited demand for electric vehicles (EV) across the EU. To cope with these challenges, OEMs and the whole automotive downstream value chain need to get ready to exploit market opportunities which will ensue from the ramp up of EVs in the short run. This pan-European study captures market perspective from different angles to help OEMs understanding the best viable options to ensure commercial effectiveness for the next three years.

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Key findings

The EV market (BEV + PHEV) is expected to reach 8% of total new car sales by 2023 in the four major markets of the EU, mainly fueled by BEV. The fleet segment (B2B) is growing faster than the private one (B2C), with a projected share of 60% of the total EV market in 2023.

Among consumers, EV Owners (2% of the panel) are high-income, middle-aged living in city centers. EV prospects (68% of the panel) are younger with a ~50% lower income than EV Owners. Within the fleet segment, large companies declare the highest EV penetration while mid-sized ones register the highest EV growth rate. The majority of customers (55% consumers and 90% fleet) bought EV and recharge services or systems as a bundled offer.

OEMs mainly address the B2C segment despite B2B representing the most sizeable and fastest-growing market. The OEMs’ perspective of the key buying drivers shows some misalignment with respect to customers’ opinion while dealerships’ view is more accurate. Dealership is the main B2C channel, yet 50% of OEMs believe dealerships’ salesforce still does not have the right skills to effectively sell EV. Customer satisfaction with EVs is 20% lower than among ICE customers, and further lower for those that bought a private charging solution. There is a unanimous consensus that the EV business will affect after sales profitability of dealerships. The large majority of OEMs have defined EV-specific sales targets and bonus schemes to ensure dealerships’ focus on EV sales.

Way forward

To win the e-mobility race, OEMs have to define tailored selling propositions that can be articulated in five focus areas. We have shortlisted ten improvement actions to help OEMs tap the full potential of the EV market demand in the short run:

1. Segmentation and targeting - Decide where to play at first

  • Target prioritization: Firstly address demand segments with highest intention to buy in the short run

2. Value proposition - Define tailored product and service offering

  • Bundled offering: Establish partnerships with utility providers and define bundled offerings combining EV & services
  • Customer support: Assist customers in the post-purchase phase also on recharging issues

3. Sales channel - Enhance dealership value proposition

  • Dealerships remuneration: Define tailored incentive systems, with extra bonus and specific targets for EV & services
  • EV champion: Introduce the EV specialist role within Dealerships salesforce with primary focus on EV sales
  • Differentiated retail standards: Define EV-specific corporate identity standards to support EV sales

4. Marketing and Communication - Stimulate intention to buy

  • Targeted B2C communication: Stimulate willingness to buy in private segment by addressing key customer concerns
  • Targeted B2B communication: Stimulate willingness to buy in the fleet segment by increasing user-chooser demand

5. Customer Experience - Convert intention to buy in sales

  • EV-specific CX: Design and deploy EV-specific sales process to make customer experience more compelling
  • EV-focused CX measurement: Integrate customer satisfaction survey with specific items focused on EV customers

About this study

PwC Strategy& launched a pan-European study to capture the market perspective from different angles, in order to OEMs understanding the best viable options to ensure commercial effectiveness for the next three years.

  • The study focuses on four major EU markets: France, Germany, Italy and Spain
  • 6,400+ consumers with a balanced sample: France: 1.053; Germany: 1.057; Italy: 2.524; Spain: 1.730; Other: 78
  • 43 mid-large sized corporations with a vehicle fleet of 100+ units
  • 13 OEMs operating in volume, premium and luxury segments, representing ~45% of the European car parc
  • 29 dealerships with an annual turnover of at least €10m, representing 27 brands

Contact us

Jörg Krings

Jörg Krings

Partner, PwC Strategy& (Germany) GmbH

Simon Ström

Simon Ström

Partner, PwC Strategy& (Germany) GmbH

Francesco Papi

Francesco Papi

Associate Partner, Strategy& Italy

José Baghdad

José Baghdad

Partner, Strategy& France

Manuel Diaz Delgado

Manuel Diaz Delgado

Partner, Strategy& Spain

Steffen Hoppe

Steffen Hoppe

Director, PwC Strategy& (Germany) GmbH

Andreas Schlegel

Andreas Schlegel

Director, PwC Switzerland

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