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EV owners showed high level of interest in purchasing additional products and services, in particular green energy contracts
Strategy_and · 2023 · market_landscape
EV owners showed high level of interest in purchasing additional products and services, in particular green energy contracts
40% — Purchase intent
 EV owners charge their vehicle mostly at home, with APAC being the region in which on-the-street-charging has been heavily adopted
Strategy_and · 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
Strategy_and · 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
Strategy_and · 2023 · kpi_dashboard
EV owners are loyal to their charging provider, driven by the location closeness and tariff - subscription plans still show limited uptake
67% — Loyalty to charging provider
 Charging location and availability are a key areas of dissatisfaction for EV owners
Strategy_and · 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
Strategy_and · 2023 · market_landscape
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
Strategy_and · 2023 · market_landscape
EV owners declare interest for peace-of-mind solutions, especially car insurance and maintenance plans
76% — Purchase interest
 EV owners show a high interest in bundling a maintenance plan with their EV, complementing it with premium services
Strategy_and · 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
Strategy_and · 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
 Given a shorter typical car tenure, EV owners give more importance than sceptics to car residual value
Strategy_and · 2023 · comparison_table
Given a shorter typical car tenure, EV owners give more importance than sceptics to car residual value
12,816 — Car tenure (years) and importance of residual value (%)
 60% of EV owners would consider to purchase a used EV, yet uncertainty of battery SoH is a key barrier
Strategy_and · 2023 · pain_points
60% of EV owners would consider to purchase a used EV, yet uncertainty of battery SoH is a key barrier
60% — Purchase consideration
 Used EV customers seek higher certainty in their purchase, with battery warranty and SoH certifications offerings helping boost this
Strategy_and · 2023 · market_landscape
Used EV customers seek higher certainty in their purchase, with battery warranty and SoH certifications offerings helping boost this
91% — Consumer incentive preference
 Physical stores are the preferred purchasing channel for used EVs, either from official dealers, long term rental (LTR) providers or multi-brand retailers
Strategy_and · 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
31% — Purchase preference
 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
Strategy_and · 2023 · segmentation
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
Strategy_and · 2023 · segmentation
EV Prospects display regional variance in terms of demographics and mobility, indicating different needs sought in a future EV
83 — Annual gross income
 EV Prospects display regional variance in terms of demographics and mobility, indicating different needs sought in a future EV
Strategy_and · 2023 · data_table
EV Prospects display regional variance in terms of demographics and mobility, indicating different needs sought in a future EV
78% — Commute frequency
 We have identified six personas amongst future EV customers based on four behavioural dimensions
Strategy_and · 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
Strategy_and · 2023 · segmentation
Tech Enthusiasts, Dreamers, Luxurious and Pragmatic consistently show the highest intention to buy in the near future
85% — EV purchase intention
 Tech Enthusiasts are high-income middle-aged people interested in the latest tech feature, representing a good target for OEMs
Strategy_and · 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
Strategy_and · 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
Strategy_and · 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
Strategy_and · 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
Strategy_and · 2023 · market_landscape
Low operating costs, convenience and reduced environmental impact are key drivers when considering the purchase of an EV
72% — Percentage of respondents
 EV prospects declared a significant interest in C-segment/Compact vehicles and SUVs, with a consistent distribution across all regions
Strategy_and · 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
 50-60% of EV prospects tend to expect their new EV to have a price point between 20-40k€
Strategy_and · 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
Strategy_and · 2023 · market_landscape
When choosing among different EV models, overall price, safety and battery range are the key criteria
71% — Purchasing criteria importance
 Charging duration, range and battery lifetime are the key barriers stopping EV prospects from purchasing an EV
Strategy_and · 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
Strategy_and · 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 acceptance threshold
 OEM car apps are seen as a useful tool to manage the car lifecycle, schedule a service appointment and manage an EV remotely
Strategy_and · 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
 Sceptics display regional variance in terms of demographics and mobility, indicating different mobility needs
Strategy_and · 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
Strategy_and · 2023 · data_table
Sceptics show substantial differences across the globe requiring a localized approach to convert them into prospects
67% — Commute 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
Strategy_and · 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
Strategy_and · 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
Strategy_and · 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
Strategy_and · 2023 · kpi_dashboard
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
Strategy_and · 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
Strategy_and · 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
Strategy_and · 2023 · kpi_dashboard
Spain and Italy provide the highest government incentives to consumers, while France and poland the lowest
3.0 — Incentive Score
 China and Hong Kong offer the highest government incentives to consumers, while India and UAE offer the lowest
Strategy_and · 2023 · peer_benchmark
China and Hong Kong offer the highest government incentives to consumers, while India and UAE offer the lowest
2.3 — Incentive Score
 The Infrastructure dimension measures the availability of public charging infrastructure as well as the sources and cost of electricity
Strategy_and · 2023 · framework_other
The Infrastructure dimension measures the availability of public charging infrastructure as well as the sources and cost of electricity
 Norway is by far the most developed EV charging infrastructure, but Switzerland, France and Germany are catching up
Strategy_and · 2023 · kpi_dashboard
Norway is by far the most developed EV charging infrastructure, but Switzerland, France and Germany are catching up
5.0 — eReadiness Score
 China and Hong Kong and Singapore have the highest penetration of charging points for electric vehicles while India, USA and Australia fall behind
Strategy_and · 2023 · kpi_dashboard
China and Hong Kong and Singapore have the highest penetration of charging points for electric vehicles while India, USA and Australia fall behind
4.6 — Total Score
 The Supply dimension measures the supply of EVs and their market penetration
Strategy_and · 2023 · kpi_dashboard
The Supply dimension measures the supply of EVs and their market penetration
 Norway is the best supplied market while Poland and Italy seems to have the lowest BEV penetration
Strategy_and · 2023 · kpi_dashboard
Norway is the best supplied market while Poland and Italy seems to have the lowest BEV penetration
4.5 — eReadiness Score
 Hong Kong lead the EV demand dimension by far thanks to a strong BEV penetration and residual value stability
Strategy_and · 2023 · kpi_dashboard
Hong Kong lead the EV demand dimension by far thanks to a strong BEV penetration and residual value stability
4.8 — Total Score
 The Demand dimension leverages the Strategy& eReadiness survey, drawing on first hand data
Strategy_and · 2023 · kpi_dashboard
The Demand dimension leverages the Strategy& eReadiness survey, drawing on first hand data
 Norway lead the EV demand dimension thanks to a strong willingness to buy and high household income
Strategy_and · 2023 · kpi_dashboard
Norway lead the EV demand dimension thanks to a strong willingness to buy and high household income
4.3 — Total Score
 Emerging markets are characterized by a high willingness to purchase electric cars, as well as short travel distances.
Strategy_and · 2023 · kpi_dashboard
Emerging markets are characterized by a high willingness to purchase electric cars, as well as short travel distances.
5 — Total Score
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