2022-12-25-普华永道-2022年电子商务就绪报告_50页_1mb

This report analyzes consumer attitudes, e-mobility market readiness in 7 European countries, and provides strategic recommendations for OEMs based on a consumer survey in 2022. Key findings show strong consumer interest in electric vehicles (EVs), with 55% of surveyed drivers planning to purchase an EV in the next two years. Consumers are grouped into three clusters: EV owners (6% of respondents), prospects (63%), and sceptics (31%), each with distinct demographics, motivations, and barriers. Norway leads in eReadiness, excelling in government incentives, infrastructure, supply, and demand, while countries like Spain and Italy lag due to insufficient charging infrastructure and lower consumer uptake. Recommendations focus on enhancing the customer experience, developing used EV strategies, and offering extended services like charging infrastructure and complementary products to capitalize on emerging opportunities.

The eReadiness index evaluates four dimensions: government incentives, infrastructure, supply, and demand. Norway tops the index across all areas, supported by high incentives and demand, while Italy and Spain have the lowest scores primarily due to poor infrastructure and low EV penetration. Countries like France and the UK have moderate levels but face challenges in translating consumer intent into sales.

Consumer insights reveal that environmental impact, lower operating costs, and convenience drive EV adoption, with word-of-mouth recommendations playing a key role. Digital channels, such as online sales (10% of EVs sold), are growing, but customer satisfaction has declined slightly in recent years. EV owners tend to be high-income males in urban areas, while prospects and sceptics face barriers such as upfront costs and range anxiety.

For OEMs, key actions include implementing an omnichannel sales strategy to meet evolving customer expectations, bolstering used EV offerings, and enriching their product portfolio with services like energy contracts and charging solutions to address unmet demands and loyalty.

For dealer and sales channel: Ensure consistent customer experience across online and offline platforms, and provide training to address evolving customer needs.

For used EV and pre-owned business strategy: Expand used EV services and upskilling programs for dealerships to improve profitability and customer access.

For extended value proposition: Introduce complementary products and services, like charging infrastructure bundles and energy management, to enhance customer retention and capture additional revenue streams.

This report provides a comprehensive overview of the e-mobility landscape in Europe, highlighting the need for OEMs to adapt quickly to consumer preferences and market dynamics.