Consumer survey: optimizing the electric vehicle buying process

Many OEMs are struggling with accelerating BEV (battery electric vehicle) sales. The key to overcoming this challenge is differentiation by listening to what customers need.

As a result, we have asked BEV customers and considerers in key automotive markets about what they care for during various steps of the BEV purchase journey. There are notable differences in how respondents in the four surveyed countries perceive BEVs.

Insight 1: BEV consumer survey in Germany, China, the USA and Korea

Insight 2: BEV consumer survey in Saudi Arabia, the UAE, Germany, China, the USA

Here are some of our key insights:

German BEV consideres are more sceptical than consumers from the US or China

While many German respondents regard electric vehicles as neutral or not good value for money, their Chinese and US American counterparts demonstrate a much more positive attitude towards BEVs.

Test drives play a crucial role to convince BEV prospects in all markets

The initial driving experience with a BEV is a key factor in shaping a positive consumer perception towards e-mobility. It is therefore crucial that OEMs and dealers join forces to put customers behind the steering wheel of their electric cars.

US considerers make their purchase decision very early, while Chinese, Saudi Arabian and UAE consumers do so later in the sales funnel

Overall, few customers only know right from the start that they will be buying a full electric vehicle. While 40% of US respondents make a decision early in the sales process, , German, Saudi Arabian and UAE respondents’ decision-making is more evenly distributed across sales funnel phases.