【思略特】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 aimed at providing insights into the short-term development of the e-mobility business in seven European markets: France, Germany, Italy, Norway, Spain, Switzerland, and the United Kingdom. The report highlights consumer trends, the maturity of EV markets, and recommendations for OEMs to enhance their market strategies.

Main Viewpoints

• Consumer Interest in EVs: A strong interest in e-mobility is observed, with 55% of surveyed consumers indicating an intention to purchase an EV within the next two years.
• EV Ownership Trends: EV owners are primarily high-income, middle-aged males living in urban areas with access to private parking. The number of EV owners increased from 4% to 6% since 2021.
• EV Prospects: These are consumers with a high intention to buy an EV in the next two years. They are middle-aged, have lower income, and are influenced by lower operating costs, environmental impact, and convenience.
• EV Sceptics: These are consumers unlikely to purchase an EV. They are older, have lower income, and are mainly women who are concerned about upfront costs and range anxiety.
• Consumer Clusters: The study groups consumers into three main clusters: EV owners, EV prospects, and EV sceptics, each with distinct characteristics and purchasing motivations.

Key Information

Consumer Demographics

eReadiness Index

• Norway is the most prepared country for e-mobility across all dimensions.
• Switzerland ranks second with a high level of demand supported by solid EV infrastructure.
• Germany shows a strong performance in government incentives and increasing customer demand.
• Spain and Italy have the lowest scores due to lack of infrastructure, although Spain has a generous incentive policy.
• France has an average level of EV infrastructure but higher incentives, which could drive more EV adoption.
• UK has good consumer demand but limited incentives for EV sales.

Consumer Behavior

• Online Sales: Only 10% of EV sales occur online, but 55% of consumers would consider buying their next EV online due to convenience and price transparency.
• Charging Infrastructure: 57% of consumers buy solution bundles that include EV and charging solutions. An additional 14% purchase private charging infrastructure separately.
• Purchase Channels: Most EVs are bought through dealerships, but online sales are on the rise.
• Customer Satisfaction: Satisfaction with the purchasing experience has decreased, with fewer consumers being extremely satisfied.

EV Residual Value

• 55% of EV owners consider residual value as a key purchasing factor, but 15% have limited awareness of the current value of their car.

Additional Products and Services

• 72% of EV owners purchase additional EV-related products and services, such as energy contracts and home solutions, shortly after buying their EV.
• 30% of EV owners charge on the go, and 28% charge at public locations.

Key Personas

• Dreamers: The most enthusiastic group, with a 77% intention to buy an EV in the next two years. They are influenced by environmental impact and are price-sensitive.
• Luxurious: Young, high-income individuals who are not as concerned with environmental impact. They are a key target for premium OEMs.
• Tech Enthusiasts: Middle-aged consumers interested in latest technology and willing to pay more for innovative features.

Purchase Drivers

• The main reasons for purchasing an EV include fuel economy, environmental impact, and the possibility of home charging.
• Cost per mile and home charging are consistent drivers across all seven markets.

Recommendations

• OEMs should focus on targeted marketing strategies for the three main personas (Dreamers, Luxurious, and Tech Enthusiasts).
• Enhancing online purchasing experiences with price transparency and convenience could help increase consumer adoption.
• Improving charging infrastructure and services is essential for consumer satisfaction and to address concerns like range anxiety.
• Government incentives should be leveraged more effectively to support EV adoption, especially in countries like Spain and Italy where infrastructure is lacking.
• Consumer education on residual value and EV usage benefits is necessary to increase awareness and satisfaction.

Conclusion

The eReadiness 2022 report provides a comprehensive overview of the current state and future potential of the e-mobility market in Europe. It emphasizes the importance of consumer-centric strategies, infrastructure development, and government support in driving the adoption of EVs. OEMs are advised to focus on targeted personas, online sales, and charging solutions to enhance their market position and return on investment.