strategy+eReadiend+2023+调查报告-英-83页_6mb

eReadiness 2023 Survey Report: Analysis and Summary

Executive Summary

The 4th edition of the eReadiness Report analyzes short-term development in 18 global markets for the e-mobility business. Consumers show strong interest in electric vehicles (EVs), with approximately 30% of surveyed individuals intending to buy an EV within two years. Key findings highlight regional disparities in eReadiness, with Norway, Hong Kong, and Singapore leading due to mature infrastructure and high demand, while Australia ranks lowest. The report underscores that EV owners are higher-income, middle-aged males, while prospects and skeptics face barriers like upfront costs and limited charging options. Online sales are growing, but battery state-of-health (SoH) issues hinder used EV adoption.

Consumer Viewpoints

Consumers are segmented into three groups: EV owners, prospects, and skeptics. Owners (6% of respondents) are affluent, urban dwellers with private parking; prospects (61%) have lower income but high purchase intention driven by personas like tech enthusiasts, dreamers, and pragmatists; skeptics (31%) are often women with lower incomes and age-related concerns. Globally, driving experience, operating costs, and charging infrastructure were major satisfaction drivers. Purchases were influenced by incentives, with dealership sales dominant, but online channels gaining traction. Key barriers include limited range, high costs, and trust issues with new technologies.

eReadiness Index

The index evaluates countries on four dimensions: government incentives, infrastructure, supply, and demand. Norway and Hong Kong lead overall, while Australia lags in all areas. Europe shows varied maturity, with Norway topping and Poland/Italy trailing; APAC has Hong Kong/China/Singapore as leaders due to incentives and infrastructure. Incentives in Europe/Asia focus on grants and tax reductions, while infrastructure depends on charging point density and renewable energy. Supply includes BEV penetration and market supply, with demand measured by purchase intentions and short-distance driving.

Recommendations

e-Mobility players should focus on partnerships for home charging installation, offering bundled services like green energy contracts to boost customer satisfaction. Financial incentives and flexible payment options can reduce upfront costs, aiding hesitant prospects. For used EVs, certifications on battery health and trade programs can build trust. Accelerate public charging infrastructure deployment by collaborating with authorities. Redesign end-to-end customer journeys to address EV qualms through guided test drives and education, ensuring seamless onboarding for new owners.

This summary provides key insights based on the provided report, condensed for clarity and relevance.