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The e-mobility ecosystem is broadening fast. What do consumers really want? How ready are markets worldwide?
The 2025 edition of the eReadiness Survey covers 28 countries and 18,000 consumers, mapping EV adoption across Owners, Prospects, and Sceptics. It also benchmarks progress on infrastructure, incentives, supply, and demand.
Key findings include:
- Demand momentum: EV sales grew 42% YoY in Q1 2025 across the 40 major markets tracked by PwC AutoFacts. Two-thirds of consumers intend to buy an EV within the next five years, while the share of sceptics continues to shrink.
- Affordability is key: Lower operating costs are the primary purchase driver for prospects, but upfront price remains a barrier.
- High satisfaction: 90% of EV owners report satisfaction, a figure that has remained stable over the years. Satisfaction is driven by charging duration (aligned with expectations), driving experience, and overall maintenance costs.
- Range anxiety persists: Charging time, battery life, and driving range remain key concerns for sceptics. Desired charging times vary from 22 minutes in Southern Europe to 36 minutes in China, while acceptable driving ranges span 370 km (US, UK, India, Brazil) to 465 km (Norway, France, China).
- Charging experience is pivotal: Two-thirds of owners remain loyal to their charging providers, switching only for better availability, faster charging, or improved tariffs. Home charging remains dominant, with 70–80% of owners relying on private infrastructure for daily use.
- Global readiness diverges: The PwC Strategy& eReadiness Index measures each country’s maturity in the transition to electric mobility. Norway, Singapore, the Netherlands, and China top the eReadiness Index.
Strategic priorities:
- Foster stronger collaboration between OEMs and e-mobility stakeholders, including governments and infrastructure providers, to broaden market adoption.
- Introduce affordable, entry-level EVs for first-time buyers, bundled with innovative products and services.
- Expand fast-charging infrastructure to improve accessibility and reduce charging times.
- Support EV uptake in early-stage markets through government incentives and investment in charging infrastructure.
KPIs
EV adoption intent: 66% of surveyed consumers plan to buy an EV within the next five years, indicating a rising pool of Prospects.
Affordability barrier: Nearly 50% of prospective buyers cite upfront vehicle price as the main purchase consideration.
Charging infrastructure reliance: 70–80% of EV owners primarily use private/home charging solutions for daily use, highlighting the importance of expanding public fast-charging networks.
Used EV market potential: Over 60% of current EV owners would consider a used EV for their next purchase, reflecting growing acceptance and affordability concerns.
eReadiness Global Study 2025
Customer needs and way forward​
Studio eReadiness Mercato Italia 2025
Europa e Italia, due velocità sulla strada dell’e-mobility
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