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eReadiness Study 2021

Market perspectives, customer needs and recommended actions for OEMs

The second edition of this study aims at providing an updated perspective on the short-term development of the e-mobility business in 6 major EU markets


  • Over the last few years, OEMs made significant investments for the electrification of vehicles, which are not yet converted into relevant revenue pools despite the EV registrations growth seen in the last months.
  • OEMs continued their investment in e-mobility throughout COVID-19 outbreak and have to adopt a tailored market approach to maximize the return on investment during the upcoming EV uptake phase.

Survey Goals

  • PwC Strategy& launched in Q1 2021 the second edition of its pan European study to capture an updated market perspective from different angles to help OEMs understand the best viable options to ensure commercial effectiveness for the next 3 years.
  • The study focuses on Battery Electric (BEV) and Plug-in Hybrid Vehicles (PHEV), hereinafter jointly referred as EV, on 6 major EU markets: France, Germany, Italy, Norway, Spain and Switzerland.

Overall EV interest is high, with 55% of surveyed consumers and 100% of fleet managers declaring their intention to buy an EV in the next 2 years

Market recovery from Covid-19 crisis in 2020 is expected to be driven by an increasing adoption of EVs which will account for one quarter of registrations in 2024

Used EV market is still nascent, yet it represents a key attention area for OEMs with regards to value proposition, stock rotation and financial impact

Contact us

Francesco Papi

Francesco Papi

Partner, Strategy& Italy

Iacopo Neri

Iacopo Neri

Senior Manager, Strategy& Italy

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