2023-10-10-未知机构-strategy+eReadiend+2023+调查报告-英_83页_5mb

eReadiness 2023 Summary

Core Content

The eReadiness 2023 report provides an in-depth analysis of the current state and future potential of the e-mobility market across 18 global markets. It focuses on consumer behavior, highlighting the differences between EV owners, EV prospects, and EV sceptics, and outlines key insights and recommendations for OEMs and other stakeholders in the e-mobility sector.

Main Viewpoints

EV Owners

• Demographics:
  • Mainly high-income, middle-aged males living in urban areas with access to private parking.
  • Annual gross income: ~€91k.
  • Age: ~43 years.
  • 68% have a private parking spot at home.
• Usage Habits:
  • Use their EVs primarily for commuting (86%).
  • 60% combine the car with other means of transportation.
  • Average daily commute: ~23 km.
  • Average car tenure: ~5.9 years.
• Charging Preferences:
  • Charge at home most often.
  • Use grey energy predominantly.
  • Charge 2-3 times per week.
• Customer Satisfaction:
  • Overall satisfaction with their EV is high.
  • Driving experience and lower operating costs are key drivers.
  • Charging speed and reliability are the main issues.
• Additional Products & Services:
  • High interest in car insurance and maintenance plans.
  • 60% would consider buying a used EV, but battery SoH uncertainty is a key barrier.
  • 37% purchased a charging solution with their EV, and 23% bought it separately.
• Purchase Method:
  • 94% bought their EV from a dealership.
  • 65% would buy their next car online, driven by convenience and price transparency.
  • Online satisfaction is lower than offline, except in APAC.

EV Prospects

• Demographics:
  • Represent 61% of respondents.
  • Average annual gross income: ~€74k.
  • Age: ~42 years.
  • 63% have a private parking spot at home.
• Key Personas:
  • Tech Enthusiasts (51% intention to buy within 2 years): High-income, tech-savvy, interested in the latest features.
  • Dreamers (31% intention to buy within 2 years): Prefer low car usage, driven by environmental concerns.
  • Pragmatic and Luxurious also show strong purchase intentions.
• Purchasing Preferences:
  • Interested in compact cars and SUVs.
  • Expect to pay between 20-40k€ for their next EV.
  • Key purchasing criteria: price, safety, and battery range.
• Purchasing Barriers:
  • Charging duration, range, and battery lifetime are key concerns.
  • 60% would accept a 300-400km range and a 30-minute full charge.
  • 65% consider buying online, but have concerns about the process and payment.

EV Sceptics

• Demographics:
  • Predominantly women with lower income and older than prospects.
  • Annual gross income: ~€49k.
  • Age: ~49 years.
  • 60% have a private parking spot at home.
• Reasons for Scepticism:
  • Concerns about battery SoH, charging infrastructure, and cost.
  • Lack of confidence in technology and limited awareness of benefits.

Key Insights

• eReadiness Index:
  • Europe: Norway, Switzerland, and Germany are the most e-ready.
  • APAC: Hong Kong and Singapore lead due to high demand and charging infrastructure.
  • Australia is the least e-ready.
• Online Sales:
  • Represent 20% of EV sales, mainly for premium vehicles.
  • 65% of consumers consider purchasing their next vehicle online.
• Charging Infrastructure:
  • Home charging is the most common method.
  • APAC has a high adoption of on-the-street charging.
  • Charging speed and reliability are critical for satisfaction.
• Customer Loyalty:
  • EV owners are loyal to their charging provider.
  • OEM car apps are seen as a useful tool for managing the car lifecycle and service appointments.

Recommendations

• For EV Owners:
  • Enhance charging infrastructure and improve battery SoH transparency.
  • Offer bundled services like insurance and maintenance plans.
• For EV Prospects:
  • Focus on affordability, battery range, and charging speed.
  • Leverage digital tools and online platforms to support the purchase journey.
  • Provide clear information on incentives and financial options.
• For EV Sceptics:
  • Address concerns through targeted communication and education.
  • Offer guarantees and certifications for battery health.
• Overall:
  • Improve the online purchasing experience, especially for payment and process management.
  • Promote multimodal solutions and enhance the convenience of EV ownership.
  • Develop marketing strategies tailored to the different personas and regional differences.

Summary of Key Data

Conclusion

The report underscores the growing interest in e-mobility, with the EV market shifting towards a mass market. It highlights the importance of addressing consumer concerns related to charging infrastructure, battery health, and the overall purchasing experience. OEMs are advised to leverage digital tools, provide transparent information, and tailor their offerings to different customer segments and regional needs.