英文2024年电动汽车充电消费者研究报告

SIMONSimon-Kucher

EV

Charging

Consumer

Study2024

KUCHERunlockingbettergrowthAgendaAboutthe

studyCharging

use

casesFindinglocationsPricing/offerPaymentmethodsLoyaltyprogramsPartnershipsEnergyutilitiesSource:Simon-Kucher02030405060708SIMON

KUCHER01iStock/miniseriesCountrysplitsTypeofvehicledrivenRespondents(%)Fully

Electric22%PetrolDieselHybridEV

owner

vs.EV

considerer

splitRespondents(%)OwnerConsidererTopbrandsdrivenbyrespondentsRespondents(%)TeslaAudiBMWToyotaVWKiaRenaultVolvoDemographics:Surveyed2,120EVownersandpotentialbuyersintheUSandEurope

acrosscarbrandsandannualusagelevels

4%<5k

km5k

km

-

10k

km10k

km-

15k

km15k

km-

20k

km20k

km-

25k

km25k

km-30k

km30k

km-35k

km35k

km-40k

km >40k

km17%

15%8%6%3%4%SIMON

KUCHERAvg.kilometersdriven-

AnnualSource:Simon-Kucher;Global

EVChargingStudy2024(N=2,120);

USA(N=312),

Germany

(N=300),

UK(N=306),

France

(N=300),

Sweden

(N=301),

Denmark(N=300),TheNetherlands(N=301)

10%

10%

7%Respondents(%)

7%50%

50%

7%

5%50%19%22%20%16%9%4%AgendaAboutthestudyChargingusecasesFindinglocations

Pricing/offerPaymentmethodsLoyaltyprograms

PartnershipsEnergyutilitiesSource:Simon-Kucher030405060708SIMON

KUCHER0201iStock/ainlfi-s

iUnited

States48%12%8%8%5%8%12%46%12%9%9%9%7%8%UnitedKingdom52%14%5%11%6%6%6%48%17%7%7%9%6%6%Germany46%18%9%7%7%6%8%43%16%12%7%9%7%7%France46%20%10%10%4%

5%

6%

44%19%10%7%8%6%8%Sweden57%16%10%5%

4%

4%

4%46%24%9%6%6%5%

4%Denmark53%14%6%5%5%8%9%49%17%5%7%8%6%7%Netherlands48%25%9%4%

5%

5%

4%45%20%10%8%7%5%6%Average50%17%8%7%5%

6%7%

46%18%9%7%8%6%7%

EVconsiderersplan

toutilize

othercharginglocationsbesideshomecharging,likeattheworkplaceandpublicchargingstations,moreheavilythancurrent

EV

owners

likely

due

to

their

lack

of

single-family

home

ownership

Homecharging

continues

togrowfornextgenerationofEVowners,butadditional

charginglocations

aregrowing

atafasterrate

Source:Simon-Kucher;Global

EVChargingStudy2024(N=2.120);

[Q3]Approximatelywhichshare

ofyourannualchargingvolume

do

you

plantocharge

where

inthefuture?Charging

use

casesChargingLocations:EVownersusehomecharging

stationsfor50%oftheirneeds

whilenext

generationofowners,EVconsiderers,likelyliveinareaswithoutaccesstohomechargingCustomerparkinglots(e.g.,supermarkets,DIYstores,shopping

centers)

PetrolstationsPublic

fastchargingstationson

thehighwayShareofannualEVchargingdoneatvariouslocations

–

by

countryEVconsiderers(planned%of

total

charging

activity)EVowners(actual%of

total

charging

activity)SIMON

KUCHERAthomeWorkplacePublic

attheroadside

Public

fastchargingstationsinurban

areasCountryUnited

States+11%UnitedKingdom+18%Germany+14%France+8%Sweden+12%Denmark+5%Netherlands+11%

Germanyistheonlycountry

wheremorethan

25%ofEVownersindicate

thereisasignificant

shortageofpublic

charging

availability.Nearly50%ofGerman

EV

considerers

perceive

this

as

an

issue,while

only

12%of

EV

owners

in

the

Netherlands

believe

there

are

too

few

charging

options

Inallcountriessurveyed,alargerpercentageofEVconsiderersperceivethepublic

chargingnetwork

tobelimiting

comparedtoEVowners,ledbytheUK

where

the

gap

is

18percentage

points,signaling

a

knowledge

gap

or

behavior

discrepancySource:Simon-Kucher;Global

EVChargingStudy2024(N=2.120);

[Q3a]Whatexperiences

haveyouhadwithyourelectric

car?

[EV

DRIVER];Whatexperiences

doyouexpectto

havewithyour

electric

car?

[EV

considerer]Charging

use

casesCharging

Availability:NextgenerationofEVownersoverestimatethechallenges

withpublic

chargingavailabilitybyanaverageof11%compared

tocurrentEVownersEVownersEVconsiderersEVconsidererswithhigherCountry

(%ofrespondentswhoperceivetherearetoofew(%ofrespondentswhoperceivetherearetoofewshareofconcerncharging

options

which

limits

their

driving)charging

options

which

limits

their

driving)(in

pp)PerceptionofEVchargingavailability

–

bycountryAvg.+11%44%43%SIMON

KUCHER35%33%30%29%25%24%23%23%22%21%19%12%United

States24%

48%

6%

22%

13%

50%

18%19%

UnitedKingdom19%

51%

6%

23%

17%

45%

15%23%Germany18%

51%

10%21%

15%

55%

16%14%France15%

54%

20%11%

11%

64%

16%9%Sweden21%

47%

13%

19%

21%

41%

20%

18%Denmark31%

40%

11%

17%

18%

47%

7%

28%Netherlands14%

56%

15%

16%

15%

47%

13%

25%Average20%

49%

12%

18%

16%

50%

15%

19%Charging

use

casesCharging

Types:EVconsiderersunderestimateneedforHPC,representing16%oftheir

total

chargingactivity,compared

toEVowners

whoutilizeHPC

forover20%oftheirneedsDistributionoftypeofpublicchargingstationuse

–

bycountryHPC("ultrafastcharging";>120kW)DC("fastcharging";50-120kW)AC("slowcharging";<50kW)

WhateverisavailableEVconsiderers(planned%of

total

charging

activity)EVowners(actual%of

total

charging

activity)SIMON

KUCHERSource:Simon-Kucher;Global

EVChargingStudy2024(N=2.120);

[Q4]Whattypeofchargingstationdoyou

plantouse

mostfor

public

charging

inthefuture?CountryAgendaAboutthestudyCharging

use

casesFindinglocationsPricing/offerPaymentmethodsLoyaltyprogramsPartnershipsEnergyutilitiesSource:Simon-Kucher0405060708SIMON

KUCHER030102iStock/

inli-s

igi

20%moreEVownersutilizeGoogleor

AppleMapstolocatecharging

stationsonshorttripscompared

tolong-distance

tripsandiscommonly

the

secondaryoption

TheNetherlandsandDenmark

weretheonlycountries

toreport

vehiclenavigation

systemsastheprimarymethodoflocating

charging

stations

forEV

owners.However,itisanincreasinglypopularmethodgiven

thepreferenceexhibitedbyEVconsiderersSource:Simon-Kucher;Global

EVChargingStudy2024(N=2.120);

[Q5]Howdoyou

plantofindcharging

stationson

long-distancetrips(>

300

km)

inthefuture?OverallUsage33%31%

22%14%34%31%

24%10%FindingLocationsLocatingChargers:38%ofEVconsiderersexhibitgrowingpreference

foruseof

vehicle

navigationsystemstolocatechargingstationsonlong-distance

trips38%

38%

20%

4%41%

34%

18%

8%OverallUsageCharging

appfromamobility

serviceprovider

(e.g.,Chargemap,EnBWmobility+)

Navigation

systemof

your

vehicleMethodoflocating

charging

stationsonlong-distance

trips(>300km)Methodoflocating

charging

stationsin

thecityGoogle

or

AppleMapsKnowledge

ofchargingstation

fromprevious

chargesSIMON

KUCHEREVconsiderers(%ranked"primary

option")EVconsiderers(%ranked"primary

option")EVowners(%ranked"primary

option")EVowners(%ranked"primary

option")AgendaAboutthestudyCharging

use

casesFindinglocationsPricing

/offerPaymentmethodsLoyaltyprogramsPartnershipsEnergyutilitiesSource:Simon-Kucher05060708SIMON

KUCHER01020304iStock/i

ninl

i-

ipgilihles

Regional

differentiationin

willingness-to-payindicates

thatprovidersandoperators

willneedtoimplementregion-specificpricinginordertofully

capture

valueandensurecompetitivepositioning

ineachmarketQuestionI:Atwhatprice

per

kWhwouldyouratechargingatanAC/DC/HPCastoocheap,sothatyouwoulddoubtthequalityoftheofferandnotcharge

atthestation?Source:Simon-KucherGlobal

EVChargingStudy2024(N=2.120)3xinUKcomparedto

SwedenPricing/OfferPriceLevels:Significantdifferencesin

willingness-to-payacrossmarkets

withover3xhigher

median

WTPforpremiummarkets

versusvaluemarketsWillingness-to-pay

for

AC

charging

Willingness-to-pay

for

DC

charging

Willingness-to-pay

for

HPC

charging%of

respondents

interested€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€2.00100%90%80%70%60%50%40%30%20%10%0%100%90%80%70%60%50%40%30%20%10%0%SIMON

KUCHER

Willingness-to-payis100%40%90%70%30%80%50%60%20%10%0%30%24%22%

21%16%14%12%10%

EVownersinGermanyandDenmarkexpresshigherlevelsofpreferencefor

fullsubscriptionmodelwith

19%and23%ofrespondentschoosingthisoption,respectively,whichisnearly

double

the

segment

average

EV

considerers

in

Sweden

and

the

Netherlands

strongly

prefer

the

middle-blended

offer,Offer

3,with

over40%selectingthisofferstructure

CPOsneedtoofferamulti-tierofferportfolio

to

addressallcustomersegmentsSource:Simon-Kucher;Global

EVChargingStudy2024(N=2.120);

[Q8]Whichofthesefiveoffersdoyou

preferfor

HPCcharging("

ultra

fast

charging,

>

120

kW)?;

1)Assumed

14,000km

driven

annuallywith25kWhofcharging

per

100kmdrivenMonthlyfee€0.00€4.99€9.99€19.99€79.00PriceperkWh€0.69€0.49€0.39€0.29€0.00ImpliedDiscount10%27%39%48%61%Pricing/OfferOfferStructure:NextgenerationofEVdriversdisplaygrowingpreference

forasubscription

modelevidencedby74%ofEVconsiderersoptingfora"minisubscription"modelOffering

preferenceforHPCcharging("ultrafastcharging")–byconsumertypeSIMON

KUCHEREVownersEVconsiderersOffer

2Offer1Offer

3Offer

4Offer

533%17%

NextgenerationofEVownersbelieveeasyaccesstocharging

stationsisnearlyasimportant

ascharging

speedwhenfactoringin

thecostofchoosing

acharging

stationoncity

trips

EVconsiderersfromFranceandSwedenbelieveeasyaccessisthemostimportant

factor

to

justifyahigherchargingpriceoncity

tripsand50%of

theserespondentsindicateeasyaccessisa

toppricefactoronlong-distance

tripsSource:Simon-Kucher;Global

EVChargingStudy2024(N=2.120);

[Q9]Inyouropinion,whichofthefollowingfactors

justifya

higher

priceforcharging

inpublic

on

long-distance

trips(>

300

km)?Pricing/OfferWTPFactors:62%ofEVownersindicate

thatchargingpower/speedismostimportantfactor

justifyingahigherpriceforpubliccharging

whilenextgenalsostronglyconsiderseasyaccessHigh

charging

power/speed-Owner[62%]High

charging

power/speed-Considerer[54%]Easy

access

to

the

charging

station-Owner[46%]Easy

access

to

the

charging

station-Considerer[46%]Availability

of

multiple

charging

points-Owner[40%]Availabilityofmultiplechargingpoints-Considerer

[39%]High

charging

power/speed-Owner[53%]High

charging

power/speed-Considerer[48%]Easy

access

to

the

charging

station-Owner[46%]Easy

access

to

the

charging

station-Considerer[44%]Availability

of

multiple

charging

points-Owner[41%]Availabilityofmultiplechargingpoints-Considerer

[38%]Top3factorsthatjustifyahigherpriceforpublicchargingonlong-distancetrips–bycountryTop3factorsthatjustifyahigherpriceforpublicchargingin

thecity–bycountryUnited

States

United

Kingdom

Germany

France

SwedenDenmarkNetherlandsUnited

States

United

Kingdom

Germany

France

SwedenDenmarkNetherlandsSIMON

KUCHER80%60%40%20%80%60%40%20%AgendaAboutthestudyCharging

use

casesFindinglocationsPricing/offerPaymentmethodsLoyaltyprogramsPartnershipsEnergyutilitiesSource:Simon-Kucher01020304SIMON

KUCHER06070805iStock/

Ai

ninl

i-

I

ipg

ilihl

PINNGAMPhoneNFC(Apple

Pay/GooglePay)Chargingappfrom

amobilityserviceproviderPlug&ChargeCreditcardNFCRFIDcard

Plug&Charge

has

a

lower

preference

among

EV

considerers,but

owners

exhibit

a

stronger

preference

forthisemergingtechcomparedtotraditionalcardpaymentmethods.Itis

themostpreferredpaymentmethodinDenmarkandisalsohighlypreferredinGermanyandSweden

Digitalpaymentoptions

arethe

mostpreferredandindicate

availability

of

thismethodatcharging

stationsisessentialwhiletraditionalcardtechnologies,namely

RFID

card,has

low

preference

among

consumersSource:Simon-Kucher;Global

EVChargingStudy2024(N=2,120);

[Q11]How

doyou

ratethefollowing

payment

methodsat

public

charging

stations?PaymentMethodsPaymentPreference:EVconsiderersunderestimateuseofPlug&Chargeasacharging

paymentmethod

witha14%higher

shareofinterest

fromowners

thanconsiderersPreferenceforpaymentmethodsatpublicchargingstationsEVowners

EVconsiderers Very

interesting

Interesting

Neutral

Somewhat

interesting

Not

interestingSIMON

KUCHERinterestingmethod-14%highershare

than

EVconsiderers43%ofEVconsiderers

considerPlug&Charge

an50%ofEVownersconsiderPlug&

Charge

an12%

26%

39%14%

9%15%31%

30%17%

7%13%26%

39%

13%

9%16%33%

25%19%7%19%33%23%

17%7%19%27%

31%16%7%24%

34%24%14%

5%26%

32%

23%

12%

7%29%20%

7%25%

18%

7%interestingmethod16%

34%14%29%AgendaAboutthestudyCharging

use

casesFindinglocationsPricing/offerPaymentmethodsLoyaltyprogramsPartnershipsEnergyutilitiesSource:Simon-Kucher0102030405SIMON

KUCHER060708iStock/AiinlleiI-

i

gilihlPimINeNn

aMCooperation

withotherreward

programs

(e.g.,Miles&More,Payback)26%

11%

6%19%

34%27%15%5%Paymentserviceproviders

(e.g.,

VISA,Mastercard)22%

33%

27%13%5%19%

34%28%14%4%Cooperation

withlocationpartners(e.g.,supermarkets,DIYstores)18%34%27%16%5%19%34%27%15%4%Operator

ofthechargingstation(e.g.,E.ON,Vattenfall,EnBW)18%34%27%15%6%16%34%29%16%5%Mobility

serviceprovider(e.g.,Chargemap,EnBWmobility+)18%

33%29%

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

SomeregionaldifferentiationisobservedwithbothsegmentsofrespondentsfromtheUS,Denmark,andtheNetherlands

stronglypreferringaloyalty

programfrompaymentserviceproviders

whileEVownersfromUK,Germany,andFrancepreferaprogramfromotherrewardprogramslikeMiles&

More

EVownersfromSwedenweretheonlysegmentofrespondentstoratealoyaltyprogram

fromtheoperatorof

thecharging

station

as

themost

preferredprogramSource:Simon-Kucher;Global

EVChargingStudy2024(N=2.120);

[Q12]How

attractive

doyou

ratethefollowing

loyalty

programs

for

public

EV

charging?LoyaltyProgramsLoyaltyPrograms:Morethanhalfofrespondentsareopentoloyaltyprogramsforpublic

chargingbutarerelativelyindifferent

towhichproviderbuilds

theprogram20%36%EVowners

EVconsiderers56%ofEVownerspreferaloyaltyprogram

withproviderslikeMiles&MorePreferenceforloyaltyprogramsforpublicEVcharging51%ofEVownerspreferaloyaltyprogram

withMobility

serviceprovidersSIMON

KUCHER

Somewhatattractive

Notveryattractive

Veryattractive

Attractive NeutralEVOwnersEVConsiderersCountryDiscountsonfuture

chargesBonuspointsthat

canbe

redeemed

for

non-cashrewardsBonuspointsforthe

partner'sloyaltyprogram(e.g.,

miles

for

Miles&

Moreaccount)Discountsfromthe

locationpartner(e.g.,discount

onsupermarketpurchases)Discountsonfuture

chargesBonuspointsthat

canbe

redeemed

for

non-cashrewardsBonuspointsforthe

partner'sloyaltyprogram(e.g.,

miles

for

Miles&

Moreaccount)Discountsfromthe

locationpartner(e.g.,discount

onsupermarketpurchases)United

States61%37%

39%

30%

51%42%43%25%

UnitedKingdom53%38%45%36%47%41%46%33%Germany53%36%43%38%49%40%53%41%France58%32%33%29%46%29%37%38%Sweden67%39%31%27%54%38%44%32%Denmark60%29%

33%39%51%31%33%23%Netherlands45%32%48%25%

52%32%36%25%Average57%35%

39%

32%50%36%

42%31%

NextgenerationofEVownerspreferflexibility

ofbonusrewardpoints

thatallow

consumerstoutilizecharging

activity

to

furthergrowalready

establishedloyalty

accounts

TheNetherlandsistheonlyregion

wherecurrentEVownerrespondentsdonotratediscountsonfuturecharging

astheirtoppreference,instead

nearly50%ofrespondentspreferpartnerbonuspoints

fortheirloyaltyprogramsSource:Simon-Kucher;Global

EVChargingStudy2024(N=2.120);

[Q13]Whatkind

of

reward

wouldyou

prefer

in

a

loyalty

programfor

public

EVcharging?LoyaltyProgramsLoyaltyRewards:Moresophisticatedloyaltyrewards,other

thanchargingdiscounts,willplay

abiggerrolefornextgenEVowners-42%ofEVconsidererspreferpartnerbonuspointsPreferenceforloyaltyrewardsforp