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Online buyers show lower satisfaction than offline ones - except in the APAC region - with online payment representing a key barrier to an end-to-end journey
PwC · 2023 · customer_journey
Online buyers show lower satisfaction than offline ones - except in the APAC region - with online payment representing a key barrier to an end-to-end journey
45% — NPS
 65% of current EV owners, would buy their next car online, driven by convenience, price and a readily available vehicle
PwC · 2023 · market_landscape
65% of current EV owners, would buy their next car online, driven by convenience, price and a readily available vehicle
65% — Online purchase intention
 Word of mouth is the key trigger for EV consideration – the financial offer and driving experience are the fundamental factors for purchase
PwC · 2023 · customer_journey
Word of mouth is the key trigger for EV consideration – the financial offer and driving experience are the fundamental factors for purchase
46% — Percentage of respondents
 EV owners are mostly satisfied, even if almost half of North American customers would be willing to consider switching back to ICE
PwC · 2023 · key_takeaways
EV owners are mostly satisfied, even if almost half of North American customers would be willing to consider switching back to ICE
49% — Willingness to switch back to ICE
 Driving experience and lower operating costs are the main drivers of EV owners satisfaction, with charging still being an issue
PwC · 2023 · key_takeaways
Driving experience and lower operating costs are the main drivers of EV owners satisfaction, with charging still being an issue
47% — Customer satisfaction
 Majority of EV owners purchased their car by leveraging public incentives, yet 89% would have bought an EV regardless
PwC · 2023 · data_table
Majority of EV owners purchased their car by leveraging public incentives, yet 89% would have bought an EV regardless
89% — Purchase incentive usage
 37% of EV owners purchased a charging solutions bundled with their car, with an additional 23% purchasing it separately
PwC · 2023 · market_landscape
37% of EV owners purchased a charging solutions bundled with their car, with an additional 23% purchasing it separately
37% — EV charging solution purchase behavior
 Price, charging speed and reliability are the key purchasing criteria when buying private charging infrastructure
PwC · 2023 · market_landscape
Price, charging speed and reliability are the key purchasing criteria when buying private charging infrastructure
53% — Purchasing criteria
 The private charging installation process is a key driver of customer satisfaction, with customers less satisfied when it is left to 3rd parties
PwC · 2023 · data_table
The private charging installation process is a key driver of customer satisfaction, with customers less satisfied when it is left to 3rd parties
57% — NPS Score
 Unprepared installers and lack of installation process management are the key reasons for customers dissatisfaction
PwC · 2023 · pain_points
Unprepared installers and lack of installation process management are the key reasons for customers dissatisfaction
42% — Customer dissatisfaction
 EV owners showed high level of interest in purchasing additional products and services, in particular green energy contracts
PwC · 2023 · market_landscape
EV owners showed high level of interest in purchasing additional products and services, in particular green energy contracts
40% — Purchase interest
 EV owners charge their vehicle mostly at home, with APAC being the region in which on-the-street-charging has been heavily adopted
PwC · 2023 · market_landscape
EV owners charge their vehicle mostly at home, with APAC being the region in which on-the-street-charging has been heavily adopted
85% — Charging location preference
 EV owners charge their vehicle mostly two-to-three times per week, predominantly using grey energy
PwC · 2023 · industry_trends
EV owners charge their vehicle mostly two-to-three times per week, predominantly using grey energy
46% — Charging frequency
 EV owners are loyal to their charging provider, driven by the location closeness and tariff - subscription plans still show limited uptake
PwC · 2023 · industry_trends
EV owners are loyal to their charging provider, driven by the location closeness and tariff - subscription plans still show limited uptake
67% — Loyalty rate
 Charging location and availability are a key areas of dissatisfaction for EV owners
PwC · 2023 · framework_2x2
Charging location and availability are a key areas of dissatisfaction for EV owners
31% — Dissatisfaction
 EV owners perceive a reduction in their EV range due to car age or during cold weather driving
PwC · 2023 · data_table
EV owners perceive a reduction in their EV range due to car age or during cold weather driving
72% — Battery duration reduction
 EV owners declare interest for peace-of-mind solutions, especially car insurance and maintenance plans
PwC · 2023 · market_landscape
EV owners declare interest for peace-of-mind solutions, especially car insurance and maintenance plans
76% — Purchase rate of car-related services
 EV owners show a high interest in bundling a maintenance plan with their EV, complementing it with premium services
PwC · 2023 · market_landscape
EV owners show a high interest in bundling a maintenance plan with their EV, complementing it with premium services
44% — Consumer preference
 OEM car apps are seen as useful tools to manage the car lifecycle, schedule service appointments and manage EVs remotely
PwC · 2023 · market_landscape
OEM car apps are seen as useful tools to manage the car lifecycle, schedule service appointments and manage EVs remotely
91% — Consumer preference percentage
 Given a shorter typical car tenure, EV owners give more importance than sceptics to car residual value
PwC · 2023 · comparison_table
Given a shorter typical car tenure, EV owners give more importance than sceptics to car residual value
75% — Residual value importance
 60% of EV owners would consider to purchase a used EV, yet uncertainty of battery SoH is a key barrier
PwC · 2023 · market_landscape
60% of EV owners would consider to purchase a used EV, yet uncertainty of battery SoH is a key barrier
60% — Purchase intent
 Used EV customers seek higher certainty in their purchase, with battery warranty and SoH certifications offerings helping boost this
PwC · 2023 · problem_statement
Used EV customers seek higher certainty in their purchase, with battery warranty and SoH certifications offerings helping boost this
91% — Consumer purchase incentive
 Physical stores are the preferred purchasing channel for used EVs, either from official dealers, long term rental (LTR) providers or multi-brand retailers
PwC · 2023 · market_landscape
Physical stores are the preferred purchasing channel for used EVs, either from official dealers, long term rental (LTR) providers or multi-brand retailers
 Customers who own a used EV are less wealthy and slightly older than those thap purchased a new vehicle, but there are differences across regions
PwC · 2023 · data_table
Customers who own a used EV are less wealthy and slightly older than those thap purchased a new vehicle, but there are differences across regions
10% — Used EV owner profile
 EV Prospects display regional variance in terms of demographics and mobility, indicating different needs sought in a future EV
PwC · 2023 · data_table
EV Prospects display regional variance in terms of demographics and mobility, indicating different needs sought in a future EV
7,930 — EV prospect demographics
 EV Prospects display regional variance in terms of demographics and mobility, indicating different needs sought in a future EV
PwC · 2023 · segmentation
EV Prospects display regional variance in terms of demographics and mobility, indicating different needs sought in a future EV
7,930 — Commuting habits
 We have identified six personas amongst future EV customers based on four behavioural dimensions
PwC · 2023 · segmentation
We have identified six personas amongst future EV customers based on four behavioural dimensions
 Tech Enthusiasts, Dreamers, Luxurious and Pragmatic consistently show the highest intention to buy in the near future
PwC · 2023 · segmentation
Tech Enthusiasts, Dreamers, Luxurious and Pragmatic consistently show the highest intention to buy in the near future
85% — Intention to buy EV
 Tech Enthusiasts are high-income middle-aged people interested in the latest tech feature, representing a good target for OEMs
PwC · 2023 · segmentation
Tech Enthusiasts are high-income middle-aged people interested in the latest tech feature, representing a good target for OEMs
51% — Intention to buy
 Dreamers’ intention to buy remains high but lower than Tech Enthusiasts, mainly given their preference towards a low car usage
PwC · 2023 · segmentation
Dreamers’ intention to buy remains high but lower than Tech Enthusiasts, mainly given their preference towards a low car usage
31% — Intention to buy
 Luxurious are non price-sensitive people, often using a car and therefore represent a key target for premium OEMs
PwC · 2023 · segmentation
Luxurious are non price-sensitive people, often using a car and therefore represent a key target for premium OEMs
31% — Intention to buy
 Pragmatic tend to be more rational than emotional with their purchases, making them a relevant target for mass-market OEMs
PwC · 2023 · segmentation
Pragmatic tend to be more rational than emotional with their purchases, making them a relevant target for mass-market OEMs
21% — Intention to buy
 Low operating costs, convenience and reduced environmental impact are key drivers when considering the purchase of an EV
PwC · 2023 · market_landscape
Low operating costs, convenience and reduced environmental impact are key drivers when considering the purchase of an EV
72% — Purchase driver percentage
 EV prospects declared a significant interest in C-segment/Compact vehicles and SUVs, with a consistent distribution across all regions
PwC · 2023 · market_landscape
EV prospects declared a significant interest in C-segment/Compact vehicles and SUVs, with a consistent distribution across all regions
52% — Consumer preference percentage
 50-60% of EV prospects tend to expect their new EV to have a price point between 20-40k€
PwC · 2023 · market_landscape
50-60% of EV prospects tend to expect their new EV to have a price point between 20-40k€
60% — Consumer price expectation
 When choosing among different EV models, overall price, safety and battery range are the key criteria
PwC · 2023 · market_landscape
When choosing among different EV models, overall price, safety and battery range are the key criteria
71% — Purchasing criteria
 Charging duration, range and battery lifetime are the key barriers stopping EV prospects from purchasing an EV
PwC · 2023 · pain_points
Charging duration, range and battery lifetime are the key barriers stopping EV prospects from purchasing an EV
54% — Percentage of respondents
 60% of EV prospects would consider it acceptable to have a 300-400km driving range and full charge their car in less than 30 mins
PwC · 2023 · market_landscape
60% of EV prospects would consider it acceptable to have a 300-400km driving range and full charge their car in less than 30 mins
60% — Consumer acceptability
 OEM car apps are seen as a useful tool to manage the car lifecycle, schedule a service appointment and manage an EV remotely
PwC · 2023 · market_landscape
OEM car apps are seen as a useful tool to manage the car lifecycle, schedule a service appointment and manage an EV remotely
68% — Consumer preference percentage
 Sceptics display regional variance in terms of demographics and mobility, indicating different mobility needs
PwC · 2023 · data_table
Sceptics display regional variance in terms of demographics and mobility, indicating different mobility needs
4,108 — Demographic and mobility indicators
 Sceptics show substantial differences across the globe requiring a localized approach to convert them into prospects
PwC · 2023 · data_table
Sceptics show substantial differences across the globe requiring a localized approach to convert them into prospects
60% — Commuting behavior
 Key inhibitors vary across geographies, with EMEA and North America being put off by the limited driving range while APAC from the charging time
PwC · 2023 · problem_statement
Key inhibitors vary across geographies, with EMEA and North America being put off by the limited driving range while APAC from the charging time
48% — Percentage of respondents
 The eReadiness Index is comprised of 14 KPIs grouped into 4 main dimensions for each country in scope
PwC · 2023 · framework_other
The eReadiness Index is comprised of 14 KPIs grouped into 4 main dimensions for each country in scope
 Hong Kong and Norway are the most eReady countries across all dimensions while Australia seem the least mature one for e-mobility
PwC · 2023 · peer_benchmark
Hong Kong and Norway are the most eReady countries across all dimensions while Australia seem the least mature one for e-mobility
4.1 — eReadiness Index
 In Europe, Norway is the most eReady country across all dimensions while Italy, Spain and Poland seem the least mature for e-mobility
PwC · 2023 · data_table
In Europe, Norway is the most eReady country across all dimensions while Italy, Spain and Poland seem the least mature for e-mobility
4.0 — eReadiness index
 Hong Kong, China and Singapore immediately rank among the most eReady countries across all countries considered
PwC · 2023 · kpi_dashboard
Hong Kong, China and Singapore immediately rank among the most eReady countries across all countries considered
4.1 — eReadiness index
 Government incentives are measured based on consumer fiscal savings
PwC · 2023 · kpi_dashboard
Government incentives are measured based on consumer fiscal savings
 Spain and Italy provide the highest government incentives to consumers, while France and poland the lowest
PwC · 2023 · kpi_dashboard
Spain and Italy provide the highest government incentives to consumers, while France and poland the lowest
3.0 — Government incentive score
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