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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:
- The share of EV owners continued to grow as last year, reaching 6% of the panel (2021: 4%). They are mainly high-income, middle-aged males living in city centers with access to private parking spaces
- With 55% of the surveyed consumers disclosing an intention to buy an EV in the next two years, the number of EV prospects has also increased strongly. Three of the six personas identified, have the greatest intention of buying an EV and represent 40% of the demand in the next 2 years
- 31% of the panel represent EV sceptics who are predominantly women with a lower disposable income than prospects and are about 10 years older than prospects
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.
1 EV owners
People who currently own an EV
2 EV prospects
People who have declared their intention to buy an EV in the next 5 years
3 EV sceptics
People who have declared their intention not to buy an EV in the next 5 years
Source: Strategy& analysis on feedback from B2C survey
eReadiness Index
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.
Recommendations for OEMs
We have shortlisted four improvement actions for OEMs to tap the full potential of the EV market in the short-run:
About this study
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:
- 4,600+ consumers surveyed through a web-based tool collecting answers across the seven markets in scope
- Consumer research sample: representative sample of the driving population of each market in scope
- eReadiness index: comprehensive index of the maturity of EV markets, of the countries in scope, built on four main dimensions: government incentives, infrastructure, supply and demand
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