eReadiness 2023

Customer needs and recommended actions for OEMs

The 4th edition of the study provides updated perspectives on the short-term development of the e-mobility business in 18 markets.

Consumer demands

  • Consumers show a strong interest in e-mobility, with c. 30% of those surveyed disclosing an intention to buy an EV in the next 2 years 

  • EV Owners (6% of the respondents) are mainly high-income, middle-aged males living in city centres with access to private parking spaces

  • EV Prospects (61% of the respondents) have ~20% less income than EV Owners. Of the 6 personas identified, Tech Enthusiasts, Dreamers and Pragmatic are the 3 determined to have the greatest intention of buying an EV and represent c. 70% of the demand in the next 2 years, suggesting that the EV market is shifting towards a mass market

  • Sceptics (31% of the respondents) are predominantly women with a lower available income and c. 6 years older than EV Prospects

  • Online vehicle sales represent 20% of EV sales, mainly for premium vehicles, with 65% of consumers considering purchasing their next vehicle online, this is driven primarily by convenience and price transparency

  • Used EV interest is significant, with 60% of EV owners declaring an interest in purchasing a used car due to the lower costs and immediate availability. However, uncertainty surrounding battery state of health (SoH) remains a key barrier

In Europe, Norway, Switzerland and Germany are the most e-ready countries, driven by a mature charging infrastructure and a high consumer demand. Italy and Spain lag behind despite generous government incentives.

In APAC, Hong Kong, China and Singapore are the most e-ready countries with high customer demand and, especially in Hong Kong and China, a well established charging infrastructure.

Australia appears to be the least eReady country across the entire panel.

Get in touch to get local insights

Francesco Papi

Partner, Milan, Strategy& Italy


Iacopo Neri

Director, Strategy& Italy


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