普华永道：2022年电子商务就绪报告_50页_1mb

eReadiness 2022 Summary

Core Content

The eReadiness 2022 report is the third edition of a pan-European study conducted by PwC Strategy& to evaluate the readiness of OEMs (Original Equipment Manufacturers) for the e-mobility market. It provides updated insights into consumer behavior, market maturity, and the challenges faced by OEMs in the context of global events like the pandemic and the war in Ukraine.

Main Points

• Consumer Demand: 55% of surveyed consumers plan to purchase an EV within the next two years.
• Market Growth: The share of EV owners increased from 4% in 2021 to 6% in 2022, with a growing trend in the adoption of EVs.
• Consumer Segmentation: Consumers are divided into three main clusters: EV Owners, EV Prospects, and EV Sceptics.
• EV Owner Characteristics:
  • High-income, middle-aged, urban-dwelling males with private parking.
  • 82% purchase through dealers, but online sales are increasing.
  • 57% buy EVs with bundled charging solutions, 14% purchase charging infrastructure separately.
  • 55% charge at home or office, 28% charge on the go.
  • 55% consider residual value as a key factor in purchasing, though 15% have limited awareness.
• EV Prospects:
  • 63% of consumers, similar in age to owners but with ~50% lower income.
  • Key personas: Dreamers, Luxurious, and Tech Enthusiasts.
  • These personas represent 40% of the demand for EVs in the next two years.
  • Main reasons for purchase: lower operating costs, environmental impact, and convenience.
• EV Sceptics:
  • 31% of consumers, predominantly women with lower income and less access to private parking.
  • Key inhibitors to purchase: upfront cost, range anxiety, and charging time.
• eReadiness Index:
  • Norway is the most e-ready country across all dimensions (government incentives, infrastructure, supply, demand).
  • Switzerland ranks second with strong demand and infrastructure.
  • Germany shows a mid-level readiness with strong government incentives and increasing demand.
  • Spain and Italy lag behind due to insufficient infrastructure.
  • UK has good consumer demand but limited incentives.
• Charging Infrastructure:
  • 57% of consumers buy EVs with bundled charging solutions.
  • 14% purchase charging infrastructure independently.
  • 59% of charging infrastructure owners are interested in complementary services.
  • OEMs' installation services lead to higher customer satisfaction and net promoter scores.

Key Insights

• Online Sales: 55% of consumers would consider buying their next EV online, driven by convenience and price transparency.
• Consumer Satisfaction: Satisfaction with the purchasing experience has declined, with fewer consumers being extremely satisfied.
• Residual Value: A significant factor for EV owners, but awareness is limited.
• Used EVs: Represent 20% of the EV ownership panel, with lower income and shorter commuting distances.
• Purchase Journey:
  • Consumers begin considering EVs through various channels such as online research, recommendations, and test drives.
  • The deciding factor is often the driving experience or the environmental impact.
• Market Trends:
  • EV owners are becoming more diverse in age and income.
  • The average daily commute for EV owners is around 29 km, with a slight decrease from previous years.
  • The use of technology and digital platforms is increasing, especially among younger, tech-savvy consumers.

Recommendations

• OEMs should focus on:
  • Enhancing digital engagement and online sales to meet consumer demand.
  • Improving charging infrastructure and addressing range anxiety and charging time.
  • Targeting specific personas such as Dreamers, Luxurious, and Tech Enthusiasts with tailored marketing strategies.
  • Increasing consumer awareness of EV residual value and long-term benefits.
  • Offering complementary services to enhance the EV ownership experience.
• Pricing and Incentives:
  • Emphasize cost-effective solutions and incentives to attract a broader audience.
  • Consider the varying levels of incentives across EU countries to tailor strategies accordingly.

Conclusion

The eReadiness 2022 report highlights the evolving landscape of the e-mobility market in Europe. While consumer interest in EVs is growing, OEMs must adapt their strategies to address the challenges of cost, infrastructure, and consumer behavior to ensure short-term commercial success. The report serves as a guide for OEMs to better understand their target markets and align their offerings with consumer needs.