Voice of the Customer: Electric Vehicle & Powertrain Services and Features, 2022

Voice of the Customer: Electric Vehicle & Powertrain Services and Features, 2022

European Customer Survey to Assess EV Drivers, Attributes, and Charging Infrastructure

RELEASE DATE
23-Dec-2022
REGION
Europe
Deliverable Type
Customer Research
Research Code: PDFE-01-00-00-00
SKU: AU02486-EU-CR_27351
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Description

Europe continues to be the leading market for electric vehicles. BEVs are considered ‘clean’ innovations where tech gadgets render high-tech attributes when compared to ICEs. Frost & Sullivan assessed new customer attitudes and preferences for alternative vehicles and powertrains by vehicle segment and key demographics. Frost & Sullivan carried out more than 2100 interviews among potential customers of vehicles in the EU5 region. Respondents included car owners or primary users of a car, and decision-makers in car purchasing and new car purchases planned for the next three years. Most of the car owners who responded drive ICE, PHEV, BEV, and volume brand cars that were purchased outright. Almost 63% BMW owners reported the highest re-purchase intention, compared to the lowest for Renault owners at 31% and 50%. Reported brand loyalty for the ability of the current vehicle brand to deliver is compelling BEVs, but almost 25% of the respondents think that external industry players can also offer similarly competitive products. Currently, PHEV drivers showed a higher frequency of vehicle usage—by ~40% on average compared to ICE vehicle drivers—for key uses, such as commuting to work, school drop-offs, and driving to sports venues. PHEV drivers also have a higher number of people living in the household than BEV owners.

More than 80% of the respondents own their homes and live in urban or suburban environments. About 45% of the respondents live in detached villas and 54% in flats/condominiums, but 91% have access to private parking. Demographically, the high expected PHEV all-electric range of 108km is higher than most current OEM roadmaps. Older generations are expecting an even higher range, while Gen Z is less demanding with an average expectation of 50-75km. Also, the sample reflects the more affluent and higher educated population who are driving newer vehicles and intend to buy new cars Concept tests show that all respondents appreciate the additional benefits of EVs, that of serving as an energy supply source with 60% stating interest in supplying energy back to the grid to reduce home energy costs. Italy & Spain appear to be most enthusiastic about these possibilities, while the UK comes across as least prepared to pay a premium for these additional capabilities in the EU5 region.

Author: Aman Gupta

Table of Contents

Why Is It Increasingly Difficult to Grow?

The Strategic Imperative 8™

Growth Opportunities Fuel the Growth Pipeline Engine™

Research Objectives and Methodology

Sample Structure

Main Findings

Main Findings (continued)

Respondent Profile: Demographics

Respondent Profile: Type of Home

Cars’ Engine Type by Segment

Respondent Profile: PHEV Owner

Respondent Profile: BEV Owner

Cars’ Engine Type: By Country

Sample Size Versus Actual Data

No Difference in Travel Distance During Weekdays and Weekends

Car Usage requency

Strong Intention to Switch to EVs

The Trend for More Electrified Similar n All Countries

PHEV and Hybrids are the Most Considered ext Vehicles

Considered and Preferred Engine for Next Car

Type of Engine Considered for Next ar by Segment

Preferred Type

Loyalty in Brand Translates Trust in BEV Competence

Safety, Costs, and Fuel ype Most mportant Attributes

Vehicle Safety, Running Costs, and Purchase Price Remain Top Customer Concerns Across Geographies

Important Aspects When Purchasing Next Car

Which Vehicle Attributes Have Become More Important Since COVID-19?

Annual Mileage Expectations w Next ehicle

EV Buyers Prefer a Completely New Model Versus ICE Equivalent

Zero Emissions, Environmental Impact, and Quietness are the Attractions of BEVs

Generations Differ Strongly in the Perceived BEV Limitations

Environmental Impact, Zero Emissions, and Lower Fuel Consumption are the Attractions of PHEVs

BEV Adoption Drivers Similar for Different Powertrain Customers

BEV Adoption Restraints

Perceived Benefits and Limitations of BEVs

Perceived Benefits and Limitations of PHEVs

What Would Make ICE Drivers Consider a BEV in the Future?

Generation Perception of Considering BEV in the Future

Customers Perceiving Current Car Manufacturer as the Best BEV Solution Provider

ICE Owners who are Considering BEVs as their Next Purchase Expect to Charge at Home

Shortest Distance to Charging Station and Infrastructure Rating

PHEV Buyers Expect More Than a 100-kilometer EV Range, Fast Charging Within 1 Hour, and Home Charging Capabilities

Expected Driving Range of PHEVs

BEV/PHEV Owners Purchase Preferences without Incentives

BEV/PHEV Charging Habits: EV Owners

BEV/PHEV Charging Habits Similar for these Respondents

BEV/PHEV Charging Habits Similar for these Respondents (continued)

BEV/PHEV Charging Habits—Locations

PHEV Charging Habits: Locations

BEV Charging Habits: Locations

BEV/PHEV Charging Habits: Durations

BEV/PHEV Charging: Planning, Information, and Selection Criteria

BEV Charging: Planning, Information, and Selection Criteria

PHEV Charging: Planning, Information, and Selection Criteria

BEV/PHEV Charging: Planning Tools’ Use and Type

BEV/PHEV Charging: Disadvantages of Public Charging

BEV/PHEV Owner Product Satisfaction

BEV/PHEV Owner Product Satisfaction (continued)

Conjoint Simulation

Importance of Attributes

Utility Scores: Total

Preference Share Analysis

Introduction Slide

Vehicle Energy Supply Functionalities

Concept Test: Auxiliary Power Supply Relevance

Concept Test: Auxiliary Power Supply Willingness to Pay

Concept Test: Vehicle-to-Grid Relevance

Concept Test: Vehicle-to-Grid Rewards

Concept Test: Vehicle-to-Grid Willingness to Pay

Battery Swapping Capability as an Incentive to Choose BEV for Next Car

Battery Swapping Capability vs Charging

Concept Test

EV Buying Typology

EV Prospects by Country

EV Prospect: Specifics

Environmental Friendliness the Strongest Driver for Buying EVs

EV Prospects See Stronger Benefits but Similar Barriers in BEVs

Perceived Benefits of PHEVs Lower than BEVs

Data Weighting Europe Aggregation

European Markets in Scope

European Markets in Scope (continued)

Data Weighting per Country

Respondent Profile: Demographics—France

Respondent Profile: Demographics—Germany

Respondent Profile: Demographics—Italy

Respondent Profile: Demographics—Spain

Respondent Profile: Demographics—the United Kingdom

List of Exhibits

List of Exhibits (continued)

List of Exhibits (continued)

List of Exhibits (continued)

List of Exhibits (continued)

Legal Disclaimer

Europe continues to be the leading market for electric vehicles. BEVs are considered ‘clean’ innovations where tech gadgets render high-tech attributes when compared to ICEs. Frost & Sullivan assessed new customer attitudes and preferences for alternative vehicles and powertrains by vehicle segment and key demographics. Frost & Sullivan carried out more than 2100 interviews among potential customers of vehicles in the EU5 region. Respondents included car owners or primary users of a car, and decision-makers in car purchasing and new car purchases planned for the next three years. Most of the car owners who responded drive ICE, PHEV, BEV, and volume brand cars that were purchased outright. Almost 63% BMW owners reported the highest re-purchase intention, compared to the lowest for Renault owners at 31% and 50%. Reported brand loyalty for the ability of the current vehicle brand to deliver is compelling BEVs, but almost 25% of the respondents think that external industry players can also offer similarly competitive products. Currently, PHEV drivers showed a higher frequency of vehicle usage—by ~40% on average compared to ICE vehicle drivers—for key uses, such as commuting to work, school drop-offs, and driving to sports venues. PHEV drivers also have a higher number of people living in the household than BEV owners. More than 80% of the respondents own their homes and live in urban or suburban environments. About 45% of the respondents live in detached villas and 54% in flats/condominiums, but 91% have access to private parking. Demographically, the high expected PHEV all-electric range of 108km is higher than most current OEM roadmaps. Older generations are expecting an even higher range, while Gen Z is less demanding with an average expectation of 50-75km. Also, the sample reflects the more affluent and higher educated population who are driving newer vehicles and intend to buy new cars Concept tests show that all respondents appreciate the additional benefits of EVs, that of serving as an energy supply source with 60% stating interest in supplying energy back to the grid to reduce home energy costs. Italy & Spain appear to be most enthusiastic about these possibilities, while the UK comes across as least prepared to pay a premium for these additional capabilities in the EU5 region. Author: Aman Gupta
More Information
Deliverable Type Customer Research
Author Aman Gupta
Industries Automotive
No Index No
Is Prebook No
Keyword 1 Electric Powertrain Market
Keyword 2 EV Powertrain Components Market
Keyword 3 Electric Vehicle Powertrain Components Market
Podcast No
WIP Number PDFE-01-00-00-00