2024年电动汽车充电消费者研究报告

SIMON

Simon-KucherEVChargingConsumerStudy2024KUCHER

unlockingbettergrowth

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iStock/miniseries

Agenda

Aboutthestudy

ChargingusecasesFindinglocations

Pricing/offer

PaymentmethodsLoyaltyprogramsPartnerships

Energyutilities

Source:Simon-Kucher

SIMONKUCHER

Demographics:Surveyed2,120EVownersandpotentialbuyersintheUSandEuropeacrosscarbrandsandannualusagelevels

SIMONKUCHER

Topbrandsdrivenbyrespondents

Respondents(%)

Tesla Audi BMWToyotaVW

KiaRenaultVolvo

4%

10%

10%7%

7%5%

20%

4%

EVownervs.EVconsiderersplit

Respondents(%)

50%50%

Owner

Considerer

Respondents(%)

<5kkm

5kkm-10kkm10kkm-15kkm15kkm-20kkm20kkm-25kkm25kkm-30kkm30kkm-35kkm35kkm-40kkm>40kkm

7%

3%4%

22%

16%

17%

15%

8%

6%

Typeofvehicledriven

Respondents(%)

FullyElectric

22%

PetrolDieselHybrid

50%

19%

9%

Avg.kilometersdriven-Annual

Countrysplits

Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2,120);USA(N=312),Germany(N=300),UK(N=306),France(N=300),Sweden(N=301),Denmark(N=300),TheNetherlands(N=301)

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iStock/ainlfi-si

Agenda

Aboutthestudy

Chargingusecases

FindinglocationsPricing/offer

PaymentmethodsLoyaltyprogramsPartnerships

Energyutilities

Source:Simon-Kucher

SIMONKUCHER

Chargingusecases

ChargingLocations:EVownersusehomechargingstationsfor50%oftheirneedswhilenextgenerationofowners,EVconsiderers,likelyliveinareaswithoutaccesstohomecharging

SIMONKUCHER

ShareofannualEVchargingdoneatvariouslocations-bycountry

EVconsiderers

(planned%oftotalchargingactivity)

EVowners

Country

(actual%oftotalchargingactivity)

UnitedStates

48%12%8%8%5%8%12%46%12%9%9%9%7%8%

UnitedKingdom

52%14%5%11%6%6%6%48%17%7%7%9%6%6%

Germany

46%18%9%7%7%6%8%43%16%12%7%9%7%7%

France

46%20%10%10%4%5%6%44%19%10%7%8%6%8%

Sweden

57%16%10%5%4%4%4%46%24%9%6%6%5%4%

Denmark

53%14%6%5%5%8%9%49%17%5%7%8%6%7%

Netherlands

48%25%9%4%5%5%4%45%20%10%8%7%5%6%

Average

50%17%8%7%5%6%7%46%18%9%7%8%6%7%

Athome

Workplace

Publicattheroadside

Publicfastchargingstationsinurbanareas

Customerparkinglots(e.g.,supermarkets,DIYstores,shoppingcenters)Petrolstations

Publicfastchargingstationsonthehighway

EVconsiderersplantoutilizeothercharginglocationsbesideshomecharging,likeattheworkplaceandpublicchargingstations,moreheavilythancurrentEVownerslikelyduetotheirlackofsingle-familyhomeownership

HomechargingcontinuestogrowfornextgenerationofEVowners,butadditionalcharginglocationsaregrowingatafasterrateSource:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q3]Approximatelywhichshareofyourannualchargingvolumedoyouplantochargewhereinthefuture?

Chargingusecases

ChargingAvailability:NextgenerationofEVownersoverestimatethechallengeswithpublicchargingavailabilitybyanaverageof11%comparedtocurrentEVowners

SIMONKUCHER

PerceptionofEVchargingavailability-bycountry

EVownersEVconsiderersEVconsidererswithhigher

Country(%ofrespondentswhoperceivetherearetoofew(%ofrespondentswhoperceivetherearetoofewshareofconcern

chargingoptionswhichlimitstheirdriving)chargingoptionswhichlimitstheirdriving)(inpp)

UnitedStates

22%

33%

+11%

UnitedKingdom

25%

43%

+18%

Germany

30%

44%

+14%

France

21%

29%

+8%

Sweden

23%

35%

+12%

Denmark

19%

24%

+5%

Netherlands

12%

23%

+11%

Avg.+11%

Germanyistheonlycountrywheremorethan25%ofEVownersindicatethereisasignificantshortageofpublicchargingavailability.Nearly50%ofGermanEVconsiderersperceivethisasanissue,whileonly12%ofEVownersintheNetherlandsbelievetherearetoofewchargingoptions

Inallcountriessurveyed,alargerpercentageofEVconsiderersperceivethepublicchargingnetworktobelimitingcomparedtoEVowners,ledbytheUKwherethegapis18percentagepoints,signalingaknowledgegaporbehaviordiscrepancy

Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q3a]Whatexperienceshaveyouhadwithyourelectriccar?[EVDRIVER];Whatexperiencesdoyouexpecttohavewithyourelectriccar?[EVconsiderer]

Chargingusecases

SIMONKUCHER

ChargingTypes:EVconsiderersunderestimateneedforHPC,representing16%oftheirtotalchargingactivity,comparedtoEVownerswhoutilizeHPCforover20%oftheirneeds

Distributionoftypeofpublicchargingstationuse-bycountry

EVconsiderers

(planned%oftotalchargingactivity)

EVowners

Country

(actual%oftotalchargingactivity)

UnitedStates

24%48%6%22%13%50%18%19%

UnitedKingdom

19%51%6%23%17%45%15%23%

Germany

18%51%10%21%15%55%16%14%

France

15%54%20%11%11%64%16%9%

Sweden

21%47%13%19%21%41%20%18%

Denmark

31%40%11%17%18%47%7%28%

Netherlands

14%56%15%16%15%47%13%25%

Average

20%49%12%18%16%50%15%19%

AC("slowcharging";<50kW)Whateverisavailable

HPC("ultrafastcharging";>120kW)DC("fastcharging";50-120kW)

Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q4]Whattypeofchargingstationdoyouplantousemostforpubliccharginginthefuture?

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iStock/inli-sigi

Agenda

Aboutthestudy

Chargingusecases

Findinglocations

Pricing/offer

PaymentmethodsLoyaltyprogramsPartnerships

Energyutilities

Source:Simon-Kucher

SIMONKUCHER

FindingLocations

LocatingChargers:38%ofEVconsiderersexhibitgrowingpreferenceforuseofvehiclenavigationsystemstolocatechargingstationsonlong-distancetrips

SIMONKUCHER

Methodoflocatingchargingstationsonlong-distancetrips(>300km)

GoogleorAppleMaps

Knowledgeofchargingstationfrompreviouscharges

Chargingappfromamobilityserviceprovider(e.g.,Chargemap,EnBWmobility+)Navigationsystemofyourvehicle

EVowners

(%ranked"primaryoption")

EVconsiderers

(%ranked"primaryoption")

OverallUsage

41%34%18%8%

38%38%20%4%

Methodoflocatingchargingstationsinthecity

EVconsiderers

(%ranked"primaryoption")

EVowners

(%ranked"primaryoption")

OverallUsage

33%31%22%14%

34%31%24%10%

20%moreEVownersutilizeGoogleorAppleMapstolocatechargingstationsonshorttripscomparedtolong-distancetripsandiscommonlythesecondaryoption

TheNetherlandsandDenmarkweretheonlycountriestoreportvehiclenavigationsystemsastheprimarymethodoflocatingchargingstationsforEVowners.However,itisanincreasinglypopularmethodgiventhepreferenceexhibitedbyEVconsiderers

Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q5]Howdoyouplantofindchargingstationsonlong-distancetrips(>300km)inthefuture?

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iStock/ininli-ipgilihles

Agenda

Aboutthestudy

ChargingusecasesFindinglocations

Pricing/offer

PaymentmethodsLoyaltyprogramsPartnerships

Energyutilities

Source:Simon-Kucher

SIMONKUCHER

Pricing/Offer

PriceLevels:Significantdifferencesinwillingness-to-payacrossmarketswithover3xhighermedianWTPforpremiummarketsversusvaluemarkets

SIMONKUCHER

Willingness-to-payforACchargingWillingness-to-payforDCchargingWillingness-to-payforHPCcharging

%ofrespondentsinterested

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

€0.20

€0.30

€0.40

€0.50

€0.60

€0.70

€0.80

€0.90

€1.00

€1.10

€1.20

€1.30

€1.40

€1.50

€1.60

€1.70

€1.80

€1.90

€2.00

€0.20

€0.30

€0.40

€0.50

€0.60

€0.70

€0.80

€0.90

€1.00

€1.10

€1.20

€1.30

€1.40

€1.50

€1.60

€1.70

€1.80

€1.90

€2.00

€0.20

€0.30

€0.40

€0.50

€0.60

€0.70

€0.80

€0.90

€1.00

€1.10

€1.20

€1.30

€1.40

€1.50

€1.60

€1.70

€1.80

€1.90

€2.00

100%

Willingness-to-payis

3xinUKcomparedtoSweden

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

100%

90%

40%

70%

30%

60%

80%

50%

20%

10%

0%

Regionaldifferentiationinwillingness-to-payindicatesthatprovidersandoperatorswillneedtoimplementregion-specificpricinginordertofullycapturevalueandensurecompetitivepositioningineachmarket

QuestionI:AtwhatpriceperkWhwouldyouratechargingatanAC/DC/HPCastoocheap,sothatyouwoulddoubtthequalityoftheofferandnotchargeatthestation?

Source:Simon-KucherGlobalEVChargingStudy2024(N=2.120)

EVowners

EVconsiderers

Pricing/Offer

OfferStructure:NextgenerationofEVdriversdisplaygrowingpreferenceforasubscriptionmodelevidencedby74%ofEVconsiderersoptingfora"minisubscription"model

SIMONKUCHER

Offer1

Offer2

Offer3

Offer4

Offer5

OfferingpreferenceforHPCcharging("ultrafastcharging")–byconsumertype

Monthlyfee

€0.00

€4.99

€9.99

€19.99

€79.00

PriceperkWh

€0.69

€0.49

€0.39

€0.29

€0.00

ImpliedDiscount1

0%

27%

39%

48%

61%

33%

30%

24%

22%21%

16%

14%

12%

10%

17%

EVownersinGermanyandDenmarkexpresshigherlevelsofpreferenceforfullsubscriptionmodelwith19%and23%ofrespondentschoosingthisoption,respectively,whichisnearlydoublethesegmentaverage

EVconsiderersinSwedenandtheNetherlandsstronglypreferthemiddle-blendedoffer,Offer3,withover40%selectingthisofferstructure

CPOsneedtoofferamulti-tierofferportfoliotoaddressallcustomersegments

Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q8]WhichofthesefiveoffersdoyoupreferforHPCcharging("ultrafastcharging,>120kW)?;1)Assumed14,000kmdrivenannuallywith25kWhofchargingper100kmdriven

Pricing/Offer

WTPFactors:62%ofEVownersindicatethatchargingpower/speedismostimportantfactorjustifyingahigherpriceforpublicchargingwhilenextgenalsostronglyconsiderseasyaccess

SIMONKUCHER

Top3factorsthatjustifyahigherpriceforpublicchargingonlong-distancetrips–bycountry

UnitedStatesUnitedKingdomGermanyFranceSwedenDenmarkNetherlands

Highchargingpower/speed-Owner[62%]

Highchargingpower/speed-Considerer[54%]

Easyaccesstothechargingstation-Owner[46%]

Easyaccesstothechargingstation-Considerer[46%]Availabilityofmultiplechargingpoints-Owner[40%]

Availabilityofmultiplechargingpoints-Considerer[39%]

80%

60%

40%

20%

Top3factorsthatjustifyahigherpriceforpubliccharginginthecity–bycountry

UnitedStatesUnitedKingdomGermanyFranceSwedenDenmarkNetherlands

Highchargingpower/speed-Owner[53%]

Highchargingpower/speed-Considerer[48%]

Easyaccesstothechargingstation-Owner[46%]

Easyaccesstothechargingstation-Considerer[44%]Availabilityofmultiplechargingpoints-Owner[41%]

Availabilityofmultiplechargingpoints-Considerer[38%]

80%

60%

40%

20%

NextgenerationofEVownersbelieveeasyaccesstochargingstationsisnearlyasimportantaschargingspeedwhenfactoringinthecostofchoosingachargingstationoncitytrips

EVconsiderersfromFranceandSwedenbelieveeasyaccessisthemostimportantfactortojustifyahigherchargingpriceoncitytripsand50%oftheserespondentsindicateeasyaccessisatoppricefactoronlong-distancetrips

Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q9]Inyouropinion,whichofthefollowingfactorsjustifyahigherpriceforcharginginpubliconlong-distancetrips(>300km)?

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iStock/Aininli-IipgilihlPINNGAM

Agenda

Aboutthestudy

ChargingusecasesFindinglocations

Pricing/offer

Paymentmethods

LoyaltyprogramsPartnerships

Energyutilities

Source:Simon-Kucher

SIMONKUCHER

PaymentMethods

PaymentPreference:EVconsiderersunderestimateuseofPlug&Chargeasachargingpaymentmethodwitha14%highershareofinterestfromownersthanconsiderers

SIMONKUCHER

Preferenceforpaymentmethodsatpublicchargingstations

EVownersEVconsiderers

PhoneNFC(ApplePay/GooglePay)

26%32%23%12%7%

24%34%24%14%5%

Chargingappfroma

mobilityservice

provider

19%33%23%17%7%

16%33%25%19%7%

Plug&Charge

16%34%

50%ofEVownersconsiderPlug&Chargean

25%18%7%

29%20%7%

14%29%

43%ofEVconsiderersconsiderPlug&Chargean

CreditcardNFC

interestingmethod-14%highersharethanEVconsiderers

19%27%31%16%7%

interestingmethod

15%31%30%17%7%

RFIDcard

12%26%39%14%9%

13%26%39%13%9%

VeryinterestingInterestingNeutralSomewhatinterestingNotinteresting

Plug&ChargehasalowerpreferenceamongEVconsiderers,butownersexhibitastrongerpreferenceforthisemergingtechcomparedtotraditionalcardpaymentmethods.ItisthemostpreferredpaymentmethodinDenmarkandisalsohighlypreferredinGermanyandSweden

Digitalpaymentoptionsarethemostpreferredandindicateavailabilityofthismethodatchargingstationsisessentialwhiletraditionalcardtechnologies,namelyRFIDcard,haslowpreferenceamongconsumers

Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2,120);[Q11]Howdoyouratethefollowingpaymentmethodsatpublicchargingstations?

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iStock/AiinlleiI-igilihlPimINeNnaM

Agenda

Aboutthestudy

ChargingusecasesFindinglocations

Pricing/offer

Paymentmethods

Loyaltyprograms

Partnerships

Energyutilities

Source:Simon-Kucher

SIMONKUCHER

LoyaltyPrograms

LoyaltyPrograms:Morethanhalfofrespondentsareopentoloyaltyprogramsforpublicchargingbutarerelativelyindifferenttowhichproviderbuildstheprogram

SIMONKUCHER

PreferenceforloyaltyprogramsforpublicEVcharging

EVownersEVconsiderers

56%ofEVownerspreferaloyaltyprogramwithproviderslikeMiles&More

Cooperationwithotherrewardprograms(e.g.,Miles&More,Payback)

20%36%

26%11%6%19%34%27%15%5%

Paymentservice

providers(e.g.,VISA,

Mastercard)

22%33%27%13%5%19%34%28%14%4%

Cooperationwithlocation

partners(e.g.,

supermarkets,DIYstores)

18%34%27%16%5%19%34%27%15%4%

Operatorofthecharging

station(e.g.,E.ON,

Vattenfall,EnBW)

18%34%27%15%6%16%34%29%16%5%

Mobilityserviceprovider

(e.g.,Chargemap,EnBW

mobility+)

18%33%

29%14%6%18%33%28%17%4%

Veryattractive

Somewhatattractive

Notveryattractive

Attractive

Neutral

51%ofEVownerspreferaloyaltyprogramwithMobilityserviceproviders

SomeregionaldifferentiationisobservedwithbothsegmentsofrespondentsfromtheUS,Denmark,andtheNetherlandsstronglypreferringaloyaltyprogramfrompaymentserviceproviderswhileEVownersfromUK,Germany,andFrancepreferaprogramfromotherrewardprogramslikeMiles&More

EVownersfromSwedenweretheonlysegmentofrespondentstoratealoyaltyprogramfromtheoperatorofthechargingstationasthemostpreferredprogram

Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q12]HowattractivedoyouratethefollowingloyaltyprogramsforpublicEVcharging?

LoyaltyPrograms

LoyaltyRewards:Moresophisticatedloyaltyrewards,otherthanchargingdiscounts,willplayabiggerrolefornextgenEVowners-42%ofEVconsidererspreferpartnerbonuspoints

SIMONKUCHER

PreferenceforloyaltyrewardsforpublicEVcharging–bycountry

EVOwners

EVConsiderers

Country

Discountsonfuturecharges

Bonuspointsthatcanberedeemedfornon-cash

rewards

Bonuspointsforthepartner'sloyalty

program(e.g.,milesforMiles&More

account)

Discountsfromthelocationpartner

(e.g.,discountonsupermarket

purchases)

Discountsonfuturecharges

Bonuspointsthatcanberedeemedfornon-cash

rewards

Bonuspointsforthepartner'sloyalty

program(e.g.,milesforMiles&More

account)

Discountsfromthelocationpartner

(e.g.,discountonsupermarket

purchases)

UnitedStates

61%

37%39%30%51%42%43%25%

UnitedKingdom

53%

38%45%36%47%41%46%33%

Germany

53%

36%43%38%49%40%53%41%

France

58%

32%33%29%46%29%37%38%

Sweden

67%

39%31%27%54%38%44%32%

Denmark

60%

29%33%39%51%31%33%23%

Netherlands

45%

32%48%25%52%32%36%25%

Average

57%

35%39%32%50%36%42%31%

NextgenerationofEVownerspreferflexibilityofbonusrewardpointsthatallowconsumerstoutilizechargingactivitytofurthergrowalreadyestablishedloyaltyaccounts

TheNetherlandsistheonlyregionwherecurrentEVownerrespondentsdonotratediscountsonfuturechargingastheirtoppreference,insteadnearly50%ofrespondentspreferpartnerbonuspointsfortheirloyaltyprograms

Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q13]WhatkindofrewardwouldyoupreferinaloyaltyprogramforpublicEVcharging?

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iStock/AininlleiIigSilihlieniaM

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Agenda

Aboutthestudy

ChargingusecasesFindinglocations

Pricing/offer

PaymentmethodsLoyaltyprograms

Partnerships

Energyutilities

Source:Simon-Kucher

SIMONKUCHER

Partnerships

PartnerSiteCharging:43%ofEVownersreportedincentiveswouldinfluencethemtochargeatapartnersite;specificincentivewillbekeytocontrollingbehavior

SIMONKUCHER

Interestandinfluenceofincentivesfrompartnersitelocations(e.g.,supermarkets,restaurants,paidparkinglots)–bycountry

EVOwners

EVConsiderers

Country

%ofrespondentsinterestedin

chargingatapartnersiteforexclusivediscounts

%ofrespondentsindicatingspecial

offers/incentiveswouldinfluencethemtochargeatapartnersiteinsteadofa"normal"publicchargingstation

%ofrespondentsinterestedin

chargingatapartnersiteforexclusivediscounts

%ofrespondentsindicatingspecial

offers/incentiveswouldinfluencethemtochargeatapartnersiteinsteadofa"normal"publicchargingstation

UnitedStates

59%

53%

50%

50%

UnitedKingdom

50%

44%

41%

41%

Germany

70%

47%

67%

53%

France

60%

49%

57%

45%

Sweden

49%

44%

42%

37%

Denmark

51%

37%

47%

35%

Netherlands

40%

29%

37%

22%

Average

54%

43%

49%

41%

WhilemanyEVownersacrossregionssurveyedhaveinterestinpartnerincentiveoffers,theseoffershavemildinfluenceontheirEVchargingbehavior

Differencebetweeninterestinincentiveoffersandtheirinfluenceonbehaviorindicatesthattheseofferingsare"nice-to-have"forconsumersbutmaynotchangeconsumerbehavior

Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q14]Wouldyoubeinterestedinchargingyourelectriccaratapartnersite,suchasasupermarket,ifitmeantyouwereeligibleforexclusivediscounts?;[Q15]Howmuchwouldspecialoffers/incentivesinfluenceyourdecisiontochargeyourelectriccaratapartnersite,suchasasupermarket,insteadofa"normal"publicchargingstation?

Partnerships

PartnerIncentives:72%ofEVownerrespondentspreferchargingdiscountsorvouchersatpartnerlocationsasanincentiveforcharging

SIMONKUCHER

Preferenceofoffersforchargingatapartnerlocation(e.g.,supermarkets,restaurants,paidparkinglots)

EVownersEVconsiderers

72%ofrespondentsindicatedatleastoneoftheseo