2024-09-03-麦肯锡-欧洲消费者如何看待电动汽车_10页_654kb

Summary Analysis of "How European consumers perceive electric vehicles"

Key Findings

• Electric vehicle (EV) sales in Europe have increased from under 1% in 2019 to 16% in 2024, with 875,000 full battery electric vehicles (BEVs) sold since the start of 2024, despite subsidy removals.
• Consumer perceptions have evolved; nearly one-third of non-EV owners surveyed plan to switch to EVs, influenced by environmental concerns and technological advancements.
• Major concerns include high purchase price (37%), insufficient battery range (36%), and battery lifetime (35%) among prospective buyers.

Consumer Profiles

• Early adopters, often younger and urban, prioritize sustainability and advanced features. However, mainstream consumers with lower budgets and less environmental focus are emerging as the market grows.
• Segment analysis shows higher EV intent in premium brands and younger demographics.

Market Trends

• Widespread entry of new OEMs, including Chinese brands, offering diverse models with innovations like faster charging and extended ranges.
• Used EV market is small (less than 2% of used-car sales) but growing, with concerns over resale value.

Challenges and Opportunities

• Public charging infrastructure remains inadequate, deterring long-distance travel for 29% of consumers.
• OEMs can accelerate adoption by addressing concerns through battery guarantees, improved customer service, and customer experiences, reducing obstacles like high purchase prices and limited charging networks.

Escape Europe's EV adoption hurdles by focusing on customer trust and infrastructure readiness while capitalizing on emerging markets.