The demand for used electronic cars is growing, especially among low-income consumers. (Photo: Adobe Stock / NVB Stocker)
It seems that the demand for electronic cars has not stopped. Despite the current production difficulties in the auto industry, manufacturers can count on increasing sales figures for electronic cars, according to current results. “Electronic Readiness”Study strategy & strategic consulting. About 4,600 consumers from Germany, France, Great Britain, Italy, Norway, Switzerland and Spain were asked about e-mobility topics for the study.
Six percent of those surveyed already own a car with an electric motor. On average, e-car owners are 41 years old and most of them live in the city. Although there is still a trend to buy directly from the dealer, digital sales channels are becoming increasingly relevant: More than 50 percent of e-car owners said they are considering purchasing their next e-car online because of the advantages of price, convenience and availability of the buy. About half of those surveyed who already owned an e-model benefited from purchase incentives such as government subsidies or discounts – however, 77 percent said they would have bought their e-car even without subsidies.
Nearly two-thirds of European participants belong to the electric car group who say they want to buy an electric car in the next five years. Used cars are a popular way to avoid high purchase costs and now account for 20 percent of all electronic car purchases. Buyers have a similar average lifespan (44 years) to e-car owners, and they mostly live the same in an urban environment. However, they differ in that they have a much lower income. For the interested group, the advantages of an e-car are primarily lower mileage costs (18 percent), environmental friendliness (17 percent) and the ability to charge the car at home (11 percent).
About a third are still skeptical about e-mobility
At the same time, about a third of those surveyed remain skeptical about e-mobility. This group of respondents lives less in cities and cites the limited range as one of the main reasons not to buy an electric car. Skeptics are also characterized by a higher average age (53 years) and a relatively low annual income. Therefore, the high purchase costs (17 percent) and long loading times (14 percent) are unattractive to them.
“In order to harness the great potential of electric mobility for themselves and to excite more people who are passionate about e-cars, car manufacturers must focus on the customer experience.Andreas Gissler, Partner at Strategy & Germany explains. Customers expect a seamless connection between digital and analog sales channels, which is why classic e-mobility test drives will be just as important as tailor-made services across the entire customer journey.
Norway offers the best conditions for electric mobility
In addition to the survey, states were asked about their degree of maturity in electric mobility inElectronic Readiness Index, which consists of an assessment of four dimensions: government incentives, infrastructure, and supply and demand. Compared to the seven European countries, Norway takes the lead by a clear margin. When evaluating the four dimensions, the country scored an index value of 4.5 on a scale of one to five. Above all, infrastructure aspects such as the number of charging points or the percentage of renewable energies are well developed in Norway. On the demand side too, the country offers the best value with a particularly high willingness to buy.
It is followed by Switzerland in second place with an index value of three, in addition, there is a high demand and a well-developed infrastructure. England ranks third with a high level of demand, which, however, is not yet exhausted due to low government support. With an index value of 2.6, Germany is modest in the ranking due to insufficient infrastructure and demand that can be increased It ranks fourth out of seven. France follows in fifth place, with significant cuts to government funding, and Italy and Spain in sixth and seventh places.