The electric mobility revolution

Kantar data reveals barriers to global EV adoption – and the reasons behind consumers’ reticence.
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The electric mobility revolution
Rolf Kullen

Senior Director, Kantar

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The automotive industry is undergoing a significant transformation, driven by technological advancements and changing consumer preferences. Autonomous driving, connected cars, shared mobility and the electrification of vehicles are all expanding the concept of mobility beyond traditional modes of transportation.

With the growing concern for environmental sustainability, the rapid adoption of electric vehicles (EVs) powered by batteries or fuel cells is a priority for countries around the world. Plans for an EU-wide ban on sales of new cars with combustion engines from 2035 are also a major factor.

Kantar’s Electric mobility: A global and local perspective on prospects for electric vehicles report (download below) takes a look at four key, diverse markets – China, Germany, India, and the US – with the aim of gaining a broader understanding of how it might be possible to speed up the journey towards a sustainable future for mobility.

Unique approaches and shared issues

Using data from Kantar’s Planet Pulse and Kantar Profiles, the report takes an in-depth look at each country’s unique perspectives and strategies around EV power, including the subsidies and ambitious policy initiatives being put in place by governments to help steer the revolution. There are also a number of common challenges being faced across the board, such as regulatory issues, high cost, and the lack of adequate charging infrastructure.

Local automotive companies in each of the countries are facing tough competition, not only from other domestic EV manufacturers, but also from multinational OEMs. To explore and learn from the approaches they are taking, the report puts the strategies of manufacturers including Volkswagen, BMW, Mercedes-Benz, Tesla, GM, Tata Motors, Mahindra, Hyundai and Kia under the microscope.

In China, for instance, local players are attracting buyers by offering features that can typically be found only in luxury cars, while BYD Auto is specifically addressing the affordability challenge by vertically integrating its supply chain to achieve cost advantages.

Hearing the consumer’s voice

Crucially, data on consumer attitudes in the four countries was analysed, to assess and provide an overview of how the EV market is evolving. This covered questions including:

  • Are you planning to replace your car in the near future?
  • What engine type will you opt for?
  • Are you waiting for improvements to infrastructure before purchasing an EV?
  • What messages have you heard around EVs?

The answers revealed some common obstacles that are preventing the widespread adoption of EVs, such as ‘range anxiety’ that the car won’t have sufficient energy to reach its destination, concerns over reliability, and a lack of awareness of the benefits of electric power. The limited availability of charging stations and the need for faster charging solutions were also highlighted as problems.

The report drills down into consumer insights for individual markets, uncovering for instance a lower inclination among consumers in the US to consider an EV or hybrid than those in other countries, in part due to the high purchase price.

Together, the four countries featured in Kantar’s Electric mobility: A global and local perspective on prospects for electric vehicles report (download below) provide a comprehensive picture of the different dynamics and factors influencing the global adoption of electric vehicles. We can learn a great deal from their experiences, challenges and approaches, and identify the opportunities for growth.

It’s clear that, for manufacturers, targeting their strategies towards addressing consumer barriers is as important as tackling issues such as infrastructure. Smarter communications, offering a wider selection of model options, and an improved purchasing experience will all help to engage buyers.

Download the Electric mobility report now

Mobility Futures 2035 is a Kantar Sustainable Transformation Practice initiative that explores how mobility is changing across the world. It provides an understanding of today’s challenges and paves the way for smart mobility and tomorrow’s opportunities. Join us, and partner with key companies and organisations to shape the future of mobility.

Contact to know more:

Rolf Kullen, Senior Director Mobility, Germany, Kantar

Nicolas Riedle, Director Automotive, Germany, Kantar


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