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July2023
Automotive&AssemblyPractice
Electric-vehiclebuyersdemandnewexperiences
Consumerattitudestowardelectricvehiclesarechangingfast—andsoareexpectationsofthecar-purchasingexperience.
byThomasFurcher,IsabelaHidalgoGiraldo,FelixRupalla,andAnna-SophieSmith
2Electric-vehiclebuyersdemandnewexperiences
Whenbuyinganelectricvehicle,consumerswantanexperiencethatmatchestheirexpectationsofthecaritself.Thatis,somethingexcitingandinnovativebutalsoreliableandpredictable.Theyexpecttobothtransactonlineandnegotiatewitharealperson,andtheystillneedtotakeatestdrive.However,theoverallexperienceneedstobemoreseamless,morepersonalized,andmoreflexiblethanitwasinthedaysofforecourtwalkarounds.
ThesearesomeofthefindingsofMcKinsey’slatestFutureofAutoRetailconsumersurvey,1whichpolledmorethan4,000respondentsglobally,focusingonconsumersentimentaroundelectrification,thecar-purchasingexperience,andinnovationsinautomotiveretail.Thefindingsshowthatconsumersexpectanexcellentexperiencebutarenotalwayssurethattheindustryisreadytomeettheirneeds.
Inthisarticle,weshowhowgrowthindemandforelectricvehicles(EVs)isshapingtheautomotiveretailjourney.Whileconsumersenjoydigitalinteractions,theyareconcernedaboutfactorsincludingopaquepricing,complexityinthe
configurationprocess,andvariabilitybetweendealerofferings.Whenitcomestotestdrives,consumersareincreasinglyinterestedinnewformats,includingtestingvirtuallyorathome.
Whatdotheseshiftsmeanfortheautomotiveretailindustry?First,thatcompaniesmustembracebolddecisionsandinnovationtomeettheneedsofdigitalconsumers.Also,asattitudesevolve,thatnewentrantswillshakeupthemarket.Thekeyforallmarketparticipantswillbetokeepacloseeyeontrendsandbereadytorespondwithfeaturesthatexciteconsumersandsupportlong-termdemand.
Intentisaccelerating
MoreconsumersthaneverareconsideringbuyinganEV(Exhibit1).AccordingtotheMcKinseyMobilityConsumerPulseSurvey,theproportionofconsumersconsideringbattery-electricvehicles(BEVs)rosebyfivepercentagepointsto20percentbetweenDecember2021andDecember2022,whiletheproportionconsideringaplug-in
hybrid(PHEV)rosebyfourpercentagepointsto
Exhibit1
Moreconsumersareconsideringelectricvehicles.
Globalconsumerpurchaseintentbyvehiclepowertraintype,1%ofrespondents
Battery-electricvehicle(BEV)
Plug-inhybrid-electricvehicle
1moreused
internal-combustion
engine(ICE)
1more
newICE
Afewmore
ICEbeforeswitchingtoEV
Noplansto
switchtoEV
Dec2021
Dec2022
151818181123
202214151019
+9percentage-pointincreasein
consumersplanningtobuyanEVasnextvehicle
1Figuresmaynotsumto100%,becauseofrounding.
Source:McKinseyMobilityConsumerPulseSurvey,conductedonline;Dec2021,n=26,285;Dec2022,n=27,869
McKinsey&Company
1FutureofAutoRetailconsumersurvey,McKinseyCenterforFutureMobilityconsumerinsights,August2022,globaln=4,078.ConsumerswereinterviewedinChina,Germany,UnitedKingdom,andtheUnitedStates.
22percent2Thesurveyalsoshowsafour-percentage-pointdropinEVskepticismbyconsumers,from
23percentofconsumerswhocategoricallydonotwanttoswitchtoEVs,to19percent.
Increasingcomfortwithonlinebuying
Inaworlddominatedbydigitalengagement,consumers’firstinstinctwhenconsideringacarpurchaseistogoonline.Oneinthreebuyerssaytheywillnotonlyresearchbutalsobuyonlinefortheirnextcarpurchase,citingsimplicityandspeedaskeydrivers.InChina,morethanhalfofrespondentssaythattheywouldbuyavehicleonline,regardlessofpowertrainchoice.Inothergeographies,onlinepurchasingismorefavoredamongEVbuyers,withtwiceasmanychoosingonlineoverphysicaltransactions.
Despiteenthusiasmfordigital,traditionalapproachesremainpopular.Forty-fourpercentofconsumerssaythattheyvalueapersonalconnection,and40percentsaythattheyappreciatetheopportunityforpricenegotiation.Indeed,only24percentsaytheywantanentirelyhuman-freeexperience.
Brandloyaltyputtothetest
Intimesofsystemicchange,consumersaremorewillingtoabandonlong-standingloyalties.Thispresentsatestforestablishedbrands(Exhibit2).Morethan50percentofrespondentssaythey
Aboutthesurvey
TheseinsightsweredevelopedbytheMcKinseyCenterforFutureMobility(MCFM).Since2011,theMCFMhasworkedwithstakeholdersacrossthemobilityecosystembyprovidingindependentandintegratedevidenceaboutpossiblefuture-mobilityscenarios.Withourunique,bottom-upmodelingapproach,ourinsightsenableanend-to-endanalyticsjourneythroughthefutureofmobility—fromconsumerneedstomodalmixacrossurban/ruralareas,sales,valuepools,
andlifecyclesustainability.Findoutmore
abouttheMcKinseyCenterforFuture
MobilityonMcK.
maytryanewbrandwhentheyswitchtoelectric.
AndifonlyBEVsareconsidered,theproportion
risesto70percent.
Consumersarenotwowedbythe
purchasingexperience
Ofconsumerswhoboughtacarinthepastthreeyears,only53percentsaytheywereverysatisfiedwiththeexperience.Toppainpointsincludedpricetransparency,vehicleavailability,andprocesscomplexity(Exhibit3).Inaddition,assupplychainscatchupinthewakeoftheCOVID-19pandemic,
Inaworlddominatedbydigitalengagement,consumers’firstinstinctwhenconsideringacarpurchaseistogoonline.
2McKinseyMobilityConsumerPulseSurvey,December2021–22.Interviewstookplacein13countries.
Electric-vehiclebuyersdemandnewexperiences3
4Electric-vehiclebuyersdemandnewexperiences
75
50
45
36
Exhibit2
Therearesignsofweakeningbrandloyaltyamongautomotiveconsumers.Likelihoodofswitchingtoanewbrandwhenmovingtoanelectricvehicle1%ofrespondents
Globalaverage52
GermanyUKUSChina
1Percentageofrespondentsstating“verylikely.”
Source:McKinseyFutureofAutoRetailSurvey,Aug2022;China,Germany,UK,andUS,n=4,078
McKinsey&Company
Exhibit3
Consumersseehighnumbersofpainpointsintheelectric-vehiclebuyingprocess.
Painpointsintheelectric-vehicle(EV)purchaseprocess,%ofrespondentswhoboughtinpast3years
UKUS
ChinaGermany
0100
Lackoftransparentpricingand
nodealer-standardizedpricing
Deliverywaittimes
Switchingofsalespersonnel
orcontactatdealership
Toomanyconigurationoptions
Notestdrivevehiclesavailable
Lackofseamlessonline/
omineexperience
Relevantpriceorperformance
informationdiiculttoind
Noonlineorderingavailable
Limitedornoinancingavailable
LackofanswerstoEV-speciic
questions
Contractdocuments
unclearorcomplex
051015202530354045505560
Source:McKinseyFutureofAutoRetailSurvey,Aug2022;China,Germany,UK,andUS,n=4,078
McKinsey&Company
Smallsetofpreconiguredoptions PersonalizedcarconiguratorTestdriveoption(bringanddrop)
Featuresondemand
Secureinancingandquoteonline Postpurchase,predeliveryconigurationchangeoptionsDirect-to-consumer
salesapproach
Haggle-freepricingSimpliiedandfullydigital contractmanagementVirtual-realityshowrooms
5-clickvehiclepurchasejourney
lackofavailabilityfortestdrivesandlongdeliverywaittimesarehighonconsumers’minds.
SomepainpointsaremoreacuteintheEVspace.Thirty-threepercentofconsumerssaythattheyregretalackofoptionsforpersonalizedconfigurations,comparedwithonly25percentoftraditionalcarbuyers.Meanwhile,33percentdemandasmallersetofpreconfiguredoptions,and28percentwanttheopportunitytochangeconfigurationpostpurchaseandpredelivery,comparedwithonly20percentoftraditionalcarbuyersonbothcounts.
Whenaskedaboutpotentialadaptationsandinnovationsinthepurchasingprocess,respondents’toppreferencesincludesimplicity,convenience,higherlevelsofpersonalization,andgreaterpricetransparency—allcorefeaturesofthedigitalexperience.FutureEVbuyersplacemoreemphasis
thantraditionalbuyersonsimplicityandpersonalizationinthevehicle-selectionprocess(Exhibit4).
Testdrivesareakeybattleground
Fewpeoplewanttobuyacarwithouttestdrivingitfirst.Indeed,acrossboththecombustionengineandEVcategories,87percentofconsumerssaytheywanttotestdrivebeforepurchasing,andtheproportionholdssteadyacrossdemographicsandgeographies.Giventhedifferentexperienceofferedbyelectricvehiclesandconsumers’commonlackofknowledgeofEVs,testdrivesareevenmoreimportantinthatsegment.Reasonsincludegettingafeelforperformanceandhandling(61percent)andcomparingtheelectriccarwiththeircurrentone(45percent).EVbuyersalsowanttolearnaboutcharging.
Exhibit4
Electric-vehiclebuyersaremoreinterestedinnewretailformats.
Itemsofinteresttoconsumersinnewelectric-EVinclined
vehicle(EV)retailformats,%ofrespondentsNotEVinclined
0100
0510152025303540
Source:McKinseyFutureofAutoRetailSurvey,Aug2022;China,Germany,UK,andUS,n=4,078
McKinsey&Company
Electric-vehiclebuyersdemandnewexperiences5
Exhibit5
Testdrivesarestillimportant,butautomotiveconsumers’tastesarechanging.
Preferredtestdrivelocation,%ofrespondents
Amountwillingtopayforat-hometestdrive,%ofrespondentsby$pricelimit
100GlobalChinaUK
USGermany
Dealershiporstore
35
80
Virtual
testdrive
6
60
12
10
Findmorecontentlikethisonthe
McKinseyInsightsApp
Scan•Download•Personalize
17
At
Shared
9
home
testdrive
40
Rental
11
20
Pop-uptestdriveeventFriendsandfamily
0
Free$25$50$75$100$125$150$175
Source:McKinseyFutureofAutoRetailSurvey,Aug2022;China,Germany,UK,andUS,n=4,078
McKinsey&Company
Consumersareopentonewtestdriveformats,includingat-hometestdrives,rentals,andevenvirtual-drivingexperiences,citedby53percentofChineserespondentsasapossibility(Exhibit5).Manyconsumersarewillingtopayforahometestdrive.Globally,80pe
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