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Mcsey
&company
Automotive&AssemblyPractice
HowEuropeanconsumersperceiveelectricvehicles
Astheelectric-vehiclemarketcontinuestogrowinEurope,customerexpectationsarealsoevolving.
ThisarticleisacollaborativeeffortbyAndreasVenus,PatrickSchaufuss,andTimoMöller,withAnna-SophieSmith,FelixRupalla,JanPaulitschek,andLauraSolvie,representingviewsfromtheMcKinseyCenterforFutureMobility.
August2024
2
Electricvehicles(EVs)arenolongeraniche
business.Theynowaccountfor16percentof
new-carsalesinEurope,upfromunder1percentin2019.Despitetheremovalofpurchasesubsidies
incertainmarkets,suchasGermanyattheendof
2023,saleshaveremainedstable.Sincethe
beginningof2024,morethan875,000newfullbatteryelectricvehicles(BEVs)havebeen
soldacrossthecontinent.
AsEVgrowthcontinuestounfoldinEurope
,
automakersaredevelopingmorenuancedprofilesoftheaverageEVbuyerstheyaretargeting.Somebuyersareinnovators,orearlyadopters,whooptedforEVsyearsagoandarenowontheirsecond
orthirdpurchase.Althoughthissegmentremainsimportant,theEVcustomerbaseisalsoexpanding
toincludemoremainstreamcustomerswhohavedifferent
expectationsforEVs
.
TounderstandEuropeanconsumers’viewsonEVsandkeymarkettrends,werecentlypolled15,034
individualsinFrance,Germany,Italy,andNorway
aspartofourregularMcKinseyMobilityConsumerPulseSurvey,whichcloselymonitorsconsumer
perceptionsaboutthefutureofmobilityingeneral
(seesidebar,“Aboutthesurvey,”formoreonour
methodology).WecombinedinsightsfromthesurveywithmobilityresearchtoanalyzeEVuptakepatterns,
identifymajorconsumerconcerns,explore
perceptionsofincumbentsandnewentrants,andinvestigatetheused-EVmarket.
ElectrificationmomentumcontinuesacrossEurope
ElectrificationisattractingmuchconsumerinterestinEurope.Ofthecarbuyersinoursurveywho
havenotyetpurchasedanEV,38percentsaytheirnextvehiclewillbeelectric.Alittlelessthanhalf
ofthesepotentialbuyersplantobuyaBEV,withtherestoptingforplug-inhybridelectricvehicles(PHEVs)(Exhibit1).
Exhibit1
Manycarbuyersinourlatestsurveyareconsideringpurchasinganelectricvehicle.
Powertrainconsiderationsfornextvehiclepurchase,%ofEuropeannon-EV1ownerrespondents
Dec2022
(n=9,542)
Feb2024
(n=10,683)
Dec2021
(n=5,785)
17
27
16
10
9
21
16
22
18
12
10
22
18
23
17
12
7
23
Nextvehicleisbatteryelectric
Nextvehicleisplug-inhybridelectric
MaybuyonemorenewICEvehicleMaybuyafewmoreICEvehiclesbeforeswitchingtoanEV
DonotwanttoswitchtoEV
Maybuyonemoreusedinternalcombustionengine(ICE)vehicle
1Electricvehicle.
Source:McKinseyMobilityConsumerPulseSurveys
McKinsey&Company
3
IntenttopurchaseanEVisslightlyhigherinthe
premium-brandsegment,aswellasamongyoungerandmoreprogressiveurbancustomers,whotend
tobeenvironmentallyconscious.ButinterestinEVs
isnowexpandingbeyondthesegroups,and
thenextwaveofbuyersmayincludemoreolder
consumerswithcomparativelylowerbudgets.In
otherwords,moremainstreambuyerscouldfollowthefirstmoverswhoinitiallyadoptedEVs.As
theconsumerbaseshifts,customerexpectationsforEVswillalsoevolveandmanufacturersmust
bepreparedtomeetthem.
ThemajorconcernsofEVbuyersincludebatteryrange,costs,andcharginginfrastructure
Whilealmost80percentofEuropeancarbuyersinoursurveyexpecttogetanEVinthefuture,
22percentremainskepticalaboutthesevehicles.Oursurveysuggeststhatthemainreasons
preventingskepticsfromconsideringEVsinvolve
highpurchaseprices,theinabilitytochargeathome,andconcernaboutrealbatterydriving
range—theactualdrivingrangeforamixoftripsandconditions,comparedwithavehicle’s
advertisedcyclerangebasedontheworldwidelight-vehicletestprocedure(WLTP).
AmongprospectivebuyerswhodonotyetownaBEV,themainconcernsaboutEVsareslightlydifferentfromthosethattheEVskepticshave,especiallyhomechargingaccessbeinglessofaconcern.Highpurchasepricestoppedthelist
(37percent),followedbyinsufficientbatterydrivingrange(36percent),andbatterylifetime(35percent)(Exhibit2).Manyrespondentsarealsoconcerned
aboutincreasesinelectricitypricesandavailabilityofpubliccharginginfrastructure(28percentfor
both).Overall,sustainabilityhadaminorinfluenceonpurchasedecisions.
Thesurveyfindingssuggestthatalongerdriving
rangecouldaccelerateBEVadoptioninEurope,
sincebuyersinthisregionhavehighexpectationsfortherealbatterydrivingrange.Inoursurvey,
consumerswhowouldconsideranEVbuthavenotyetpurchasedonestatethatthedrivingrange
wouldneedtobeabout500kilometersforthemtoswitchfromaninternalcombustionengine(ICE)
vehicletoafullyelectricBEV(Exhibit3).Among
currentBEVowners,expectationsfordrivingrangeareonlyslightlylower,atabout470kilometers.
Aboutthesurvey
The2024McKinseyMobilityConsumerPulseSurveywasconductedonlineinFebruary2024.Itinvolved36,954currentmobilityusers
acrossninemarkets:Australia,Brazil,China,France,Germany,Italy,Japan,Norway,andtheUnitedStates.
IntenttopurchaseanEVisslightly
higherinthepremium-brandsegment,aswellasamongyoungerandmore
progressiveurbancustomers,whotendtobeenvironmentallyconscious.
4
Exhibit2
Topconcernsaboutelectricvehiclesincludeprice,drivingrange,andbatterylifetime.
Concernsaboutbatteryelectricvehicles(BEV),%ofEuropeannon-BEVownerrespondents(n=1,743)
price
Insu代cientdrivingrange
Concernsaboutbatterylifetime
Purchase
37
36
35
Availabilityofpublicchargingstations
Concernsaboutbatterydecommissioning
Concernsaboutbatterysafety
Fearofincreasesin
electricityprices
28
28
21
21
Needtochangetravelpatternsonlongtrips
Cannotchargeathome
Totalcostsof
ownership
20
18
16
Unclearresalevalueduetotechnology
DonotconsiderBEVstobe
verygreen
16
15
Source:McKinseyMobilityConsumerPulseSurvey,Feb2–15,2024
McKinsey&Company
Exhibit3
Prospectivebuyersofelectricvehicleshavehighexpectationsfordrivingrange.
Averageminimumdriving-rangeexpectationforbatteryelectricvehicle,1kilometers
Europeanaverage,byyear
370
356
2019
405
20202021
473
504
20222024
521
526
2024average,bycountry
Europeanaverage504
468
508
ItalyNorwayGermanyFrance
1Averagescalculatedfromrespondentswhowouldconsideranelectricvehiclebuthavenotyetpurchasedone.2019,n=3,951;2020,n=4,743;2021,n=5,785;2022,n=9,542;2024,n=9,951.Italy,2024,n=3,105;Norway,2024,n=2,749;Germany,2024,n=2,457;France,2024,n=1,640.
Source:McKinseyMobilityConsumerPulseSurveys
McKinsey&Company
5
Thesurveyfindingssuggestthat
alongerdrivingrangecouldaccelerateBEVadoptioninEurope.
AlmostallcurrentBEVownersnowhaveashorter
realdrivingrangethantheystatedtheywouldneedbeforetheirvehiclepurchase.Inoursurvey,only
42percentofexistingBEVownersinEuropeare
satisfiedorverysatisfiedwiththeircar’srealdrivingrange;forthosewhowouldconsiderswitchingbacktoICEvehicles,thispercentagefellto30percent.
What’smore,mostofthedissatisfiedrespondentsindicatethattheyarelikelytoswitchtoanICE
vehicle,ratherthansearchforanEVwithagreaterdrivingrange.
Regardingcharginginfrastructure,consumershave
concernsthatgobeyondpublicavailability.Morethan75percentofprospectiveBEVbuyersinoursurveyexpectpublicchargingtimesofunder
30minutestotaketheirremainingbatterypowerfrom20to80percent.
Variedpreferencesforvehiclefeaturesandpurchases
Oursurveyalsolookedatvehiclecharacteristics
andpurchasepreferencesthatareunrelated
toelectrification,andituncoveredsomeimportantdifferencesbetweenpotentialEVbuyersand
thosestickingwithtraditionalICEcars.First,EVbuyersplacehigherimportanceonadvanced-
driver-assistancesystems(ADAS)withincreasingdegreesofautonomy(forexamplehands-off
drivingassistancefeaturesathighwayspeedor
fullyautonomousparkingpilots)andcomprehensive
in-carconnectivityofferings.Thispreference
ischaracteristicofyounger,moretech-enthusedbuyers,andmanycustomersinthissegment
maypreferEVsbecausetheyviewthemashaving
moreinnovativetechnologythantraditionalcars.
Second,25percentofprospectiveEVbuyersshowhighinterestinbuyingtheirnextcaronline.Interestwasgreatestinthepremiumsegment(34percent).
ICEbuyersandtraditionalcaradherentsdo
shareonecharacteristic,however.Inbothgroups,83percentsaythattheywouldnotbuyanEV
withouttakingatestdrive,indicatingthatthisstepremainsacriticalpartofthepurchasejourney.
TheEVtransitionisfullyunderway
TheEVtransitioninEuropeisfullyunderway,andoursurveyfindingshighlightthreetrendsthatmayinfluencefutureadoptionrates:
—awillingnesstoswitchbacktotraditionalICEvehiclesinasmallshareofEVowners
—theemergenceofseveralnewmarketentrants,includingChineseautobrandsandother
foreignOEMs,offeringawiderangeofnewmodelsthatarealreadyattractinginterestamongEuropeancustomers
—thetendencyfornew-EVcarsalestoscalemorequicklythanused-EVsales
AminorityofcurrentEVownerswouldconsiderswitchingbacktoICEvehicles
Whiletheoveralloutlookforelectrificationispositive,oursurveyrevealsthat19percentofcurrentEV
ownersinEuropesaytheyarelikelyorverylikelytoswitchbacktoatraditionalcombustionengine
attheirnextpurchasebecauseoftheircurrentEV
6
ownershipexperience(Exhibit4).Thisisareality
check,butitmustbeconsideredincontext.Globally,29percentofEVownersinoursurveysaytheyare
verylikelytoswitchbacktoanICEvehicleattheir
nextpurchase,soEuropeansarelesslikelytoreverttotraditionalcarsthanpeopleinotherregions.
ThereasonsforswitchingbacktoanICEvehiclearemultilayeredandsomewhatinterlinked.Inour
survey,thetopissuesrelatetothefollowingfactors:
—Totalcostofownership.Today,45percentof
Europeancarownersarekeepingtheircurrentvehiclesforlongerperiodsbecauseoftheir
financialsituation.ForEVowners,40percentindicatethattheyneedtotradedownwith
theirnextvehicleforthesamereason.SurveyrespondentsalsoexpressconcernthatselectedsubsidiesforEVsarebeingreducedor
eliminatedinsomeEuropeanmarkets.OftheEVownerswhoareconsideringaswitchback
toICEvehicles,41percentsaythatthecostofEVownershipistoohigh.(Theirreturnto
ICEvehiclescouldoccurshortly,sincetheyareclosertobuyingtheirnextvehiclethanother
respondents,and40percentareplanningtopurchaseavehiclein2024.)Iftheydo,they
mayfindthattheresidualvalueoftheircurrentEVislowerthanexpectedandthatdemand
forusedEVsisrelativelylowcomparedwiththatfortraditionalcars.
—Underdevelopedpubliccharginginfrastructure.Inoursurvey,40percentofcurrentBEV
ownersinEuropestatethatthenumberofpublicEVchargepointsisinsufficient.Onlyabout
10percentofBEVownersfeelthatthecurrent
charginginfrastructureisreadytomeetfuture
demand;anadditional50percentfeelthatitcanmeetcurrentneedsbutbelievethattherewill
notbeenoughpublicchargingstationsifmoreEVshittheroad.
—Impactonlong-distancetravel.Inoursurvey,29percentofrespondentssaytheyare
concernedabouttheimpactofchargingonlonger-distancetrips.Ingeneral,longertripsinafullbatteryEVrequireownerstochangetheirtravelpatternsslightly,whichmayseemdisruptiveorstressful;somemayhaveto
beginplanningtheirchargingstopsbeforeatripbegins,especiallyonunknownroutes.SomeEVownersfeelthatsearchingfor
freeandworkingchargepointsisdisruptive,
Exhibit4
NineteenpercentofEuropeanelectric-vehicleownerssaytheyarelikelyorverylikelytoswitchbacktoatraditionalcombustionenginevehicle.
Shareofcurrentelectric-vehicleownersreportingthattheyarelikelyorverylikelytoswitchbacktoaninternalcombustionenginevehicleinthefuture,bycountry,%
Globalaverage
(n=8,993)
29
Europeanaverage
(n=4,348)
19
Germany
(n=968)
24
France
(n=875)
18
Norway
(n=1,519)
18
Italy
(n=986)
15
Source:McKinseyMobilityConsumerPulseSurvey,Feb2–15,2024
McKinsey&Company
7
AquarterofprospectiveEVbuyers
showhighinterestinbuyingtheirnextcaronline.
with26percentreportingthatthismakestravelmorestressful.Formillennialsandownerswith
children,theneedtofindchargepoints,combinedwithpotentialalterationstolongtravelroutes,
mayfeelparticularlyburdensome.Thesegroups
maythereforebemorelikelytoconsiderswitchingbacktoanICEvehicle.
Whenaskedwhatvaluestheyseekinacar,EV
ownerswhoconsiderswitchingbacktoICEvehiclesplacemorevalueonhavingpracticalvehiclesthat
allowthemgreaterindependencewhenplanningroutes.Thesefactorsmayoutweighthepositive
ecologicalbenefitsofEVs.Infact,onlyabouthalfofthosewhoconsiderswitchingbacktoICEvehiclesstatethatsustainabilityconcernsareguidingtheirbehavior,comparedwithwellover60percentofEVownerswhointendtostaywithelectrictechnology.EVownerswhoconsiderreturningtotraditional
carsarealsothreetimesmorelikelytostatethatvehicleaccelerationanddriverperformancedidnotmeetexpectations,comparedwiththosewhodonotplantoswitchback.
NewBEVmarketentrantsareattractingcustomerinterest
NewplayersareenteringEuropeanEVmarkets.
Inthepastthreeyearsalone,morethan35new
OEMshavestartedsellingbatteryelectricvehiclesinEurope,andmanymorehaveannounced
market-entryplans.Intotal,OEMshaveannouncedthatover400newEVmodelswillhitthe
European
market
overthenextthreeyears.Manynewmarket
entrantshaveestablishedautobrandsinAsiaorNorthAmerica,andseveralhomegrownChinesebrandshavealsoenteredthemarketrecently.
Prospectivebuyersareincreasinglyconsidering
non-Europeanbrands,andoursurveyshowsthatEVownersarebroadeningtheirconsideredsetof
brandsforpurchase.EuropeanbrandssuchasBMW,Mercedes-Benz,Renault,andVolkswagenarestillthemostpopular,with51percentofEVowners
statingthattheyarelikelytopurchasefromthem.SoutheasternAsianbrandssuchasHyundai,KIA,
andToyotawereinsecondplacewith39percent,followedbyAmericanbrandssuchasCadillac,
Rivian,andTesla(30percent)andChinesebrandssuchasBYD,LiAuto,NIO,andXpeng(27percent).
ThenewentrantsofferBEVmodelsinvarious
vehiclesegments,andmanycatertotheaverage
potentialEVbuyer’sneedformorerealdriving
rangeandfastercharging.Someofthenewmodelsalsoofferinnovativecarfeatures,includingthose
thatenhanceinteriorcomfort,entertainment,andin-cardigitalexperiences.Ifconsumersviewthe
newbrandspositivelyandadoptthem,domesticautobrandscouldfacechallenges.
Customers’willingnesstobuyanemergingbranddiffersbycountryandsegment(Exhibit5).Inthe
premium-brandsegment,forinstance,33percentofEuropeanrespondentsconsideringEVsstate
thattheywouldbeopentopurchasinga
Chinese
brand
inthefuture.GiventheEuropeanUnion’srecentdecisiontoimposetariffsonimportedEVsfromChina,itisstilluncertainhowsuccessful
suchnewEVbrandswillbeinEurope.
InsightsonChinesebrands
ComparedwithAmericanbrandsandotherAsianbrands,ChineseOEMshaverelativelylowname
8
Exhibit5
Europeansarewillingtoconsiderelectric-vehiclebrandsfrommultipleregions.
Shareofprospectiveelectric-vehicle(EV)buyersinEuropeconsideringanEVbrandforfuturepurchase,bybrandregion,%
BrandregionEurope
SoutheasternAsiaNorthAmerica
China
Europeanaverage
(n=9,951)
51
39
30
27
France
(n=1,640)
46
33
24
24
Italy
(n=3,105)
Norway
(n=2,749)
Germany
54
54
35
47
29
32
27
35
(n=2,457)
49
37
23
33
Source:McKinseyMobilityConsumerPulseSurvey,Feb2–15,2024
McKinsey&Company
recognitioninEurope.Inoursurvey,55to80percentofEuropeanrespondentshadneverheardofthem.Consumerswhoweremorelikelytoknowabout
ChinesebrandsincludedexistingEVowners,youngerpeople,anddriversofpremiumcars.Wedecided
toinvestigatethesebrandsmorethoroughlyby
conductinginterviewswithmorethan500Europeancustomersduringtheirvisitstoacarclinicearlier
thisyear;weaskedabouttenChineseEVmodels.
Thisallowedustogatherqualitativefeedback
frompotentialEVbuyersastheyevaluatedChineseEVmodels.Wealsogainedinsightsabouttheir
viewsonotherbrandsintheprocess.
BothoursurveyandcarclinicresearchsuggestthatEuropeanconsumerperceptionsofChinesebrandsareoftendifferentfromtheirperceptionsofdomesticbrands.Forinstance,consumersviewdomestic
brandswithprideandconsiderthemtobesafe,welldesigned,highquality,comfortable,andtrustworthy.Consumersalsovaluetheestablisheddealerand
servicenetworksfordomesticbrands,asthey
provideconvenientcustomerproximity.IfcustomersarepurchasinganEVforthefirsttime,theymight
feelmoreconfidentgoingwithaknownbrandfrom
anestablisheddomesticOEM,especiallyif
theyhaveexperiencewithICEvehiclesfromthesamecompany.
Incontrast,surveyrespondentstendtobeskepticalaboutproductqualityanddatasecurityfornew
marketentrantbrandsfromChina,althoughtheydoperceivethemasofferinggoodvalueforthemoney.Thecustomersweinterviewedatcarclinicshad
similarconcernsaboutChinesebrands,butafter
seeingthevehiclesinperson,theywerealso
impressedbytheirinnovativefeaturesand
cutting-edgetechnologies,suchascomfortableinteriors,voiceassistants’conversational
intelligence,andhigh-endmultimediaofferingswithadvancedsoundanddisplays.Asmore
EuropeanconsumersgetdirectexperiencewithChinesebrands,theycoulddevelophigher
expectationsforthein-vehicleexperience,
includingcomfortableseatingandsmart-vehiclefeatures,inallcars.ThosewhopurchaseEVs
mayparticularlyappreciatein-vehicletechnologiesbecausetheymayoftenusethemwhentheir
vehiclesarecharging.
9
Oursurveyalsoshowedthatconsumershad
specificpriceexpectationsforEVs,whichcouldaffecttheiradoptionrates.WithChinesebrands,forinstance,consumersgenerallyexpectthe
purchasepricetobelowerthanthatofsimilar
offeringsfromdomesticbrands.Inoursurvey,abouthalfofEuropeanrespondentssaythattheywould
onlyconsiderpurchasingaChineseEVifitspricewasatleast15percentbelowthatofasimilar
domesticmodel.RoughlyaquarterofEuropean
respondentssaytheywouldseekapriceadvantageofupto10percent,andonly25percentwould
notrequireapriceadvantage.
Customerviewsofusedelectricvehicles
Theused-carmarketisanotherpieceinthechain
forfurthersustainedEVadoptionthroughoutEurope.WhileEVsaccountedformorethan15percentof
new-carsalesinthisregionin2023,theyrepresentedlessthan2percentofused-carsales.
Inoursurvey,31percentofprospectiveEVbuyerssaytheyarelikelyorverylikelytoconsiderausedEVfortheirnextvehiclepurchase—upfromabout25percentinDecember2021(Exhibit6).For
thosecustomersstillskepticalaboutEVs,themainconcern—citedby49percentofrespondents—was
unclearbatterydegradationoveravehicle’slifetime.Otherconcernsrelatetohighprices(33percent),
unclearmaintenanceandrepairavailability
(26percent),andfearofmissingoutonthelatestEVtechnology(13percent).
Manyrespondentsalsociteunclearresalevalue
asanissue—anunderstandablefinding,givenhowrapidlyEVtechnologyisevolving.Inoursurvey,
20percentofBEVownerssaytheyareconcernedaboutretailvalue,comparedwithonly10percentofpros
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