Recommended actions for OEMs to tap the full potential of the electric vehicle market
As OEMs are challenged with the lasting impact of the Covid-19 pandemic and more recently, the effects induced by the war in Ukraine, they need to re-define their market approach for the electrification of vehicles to maximize the return on investments.
In the third edition of the pan-European eReadiness study, we capture market perspectives and help OEMs identify the most viable options to ensure short-term commercial effectiveness. We grouped the respondents of our consumer research sample into three clusters:
With regard to sales, 10% of EVs are currently purchased online. Yet, 55% of consumers would buy their next vehicle online driven by convenience and price transparency.
Moreover, charging infrastructures are in demand, with 57% of consumers buying solution bundles together with the vehicle, and an additional 14% purchasing private charging infrastructures independently after the vehicle.
The eReadiness Index indicates a relative level of maturity for e-mobility and is built upon fourteen KPIs clustered in four main dimensions:
Our findings illustrate that Norway stands out as the most prepared country for e-mobility across all dimensions. Germany ranks in the midfield with relatively strong performance in the governmental incentives and increasing customer demands of EVs. Spain and Italy registered the lowest score mainly due to the lack of infrastructure. France has an average level of EV infrastructure which, coupled with a higher level of incentives, could result in a larger uptake of EVs. The UK shows a good level of consumer demand sustained by the EV infrastructure, but limited incentives for consumer EV sales. Switzerland ranks second in the eReadiness index with a high level of demand supported by solid EV infrastructure.
We have shortlisted four improvement actions for OEMs to tap the full potential of the EV market in the short-run:
Integrate the traditional brick-and-mortar sales journey with a seamless online and in-car experience to meet customer expectations.
Design and deploy EV-specific experience to make EV sales, onboarding and use more compelling ensuring monitoring of customer feedback to identify key pain points.
Pre-owned EV business
TEnhance the 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.
Extended value proposition
Enrich current product and services portfolio offering EV-related solutions to address customers’ demand.
The third edition of this pan-European study captures market perspectives and helps OEMs identify the most viable options to ensure short-term commercial effectiveness in the e-mobility business. It focuses on two different architectures of electric vehicles – Battery Electric Vehicles (BEV) and Plug-in Hybrid Vehicles (PHEV) – that are jointly referred to as EVs, to simplify the reading.
The study took the form of a consumer research sample focusing on seven European markets: France, Germany, Italy, Norway, Spain, Switzerland and the United Kingdom: