Strategy & PwC – eReadiness, 2023

The introduction to the Strategy & PwC eReadiness report highlights key insights from consumer research. It notes that approximately 30% of surveyed consumers express an intention to purchase an electric vehicle (EV) within the next two years, indicating a strong interest in e-mobility. EV owners, who constitute 6% of the respondents, tend to be high-income, middle-aged males living in city centers with access to private parking spaces. On the other hand, EV prospects, representing 61% of respondents, generally have lower income compared to EV owners. Among the six personas identified, Tech Enthusiasts, Dreamers, and Pragmatic individuals are most determined to buy an EV in the near future, making up around 70% of the anticipated demand and suggesting a shift towards a mass market for EVs. Sceptics, comprising 31% of respondents, are primarily women with lower available income and are approximately six years older than EV prospects. The report also highlights that online vehicle sales account for 20% of EV purchases, with convenience and price transparency as the primary drivers. Furthermore, there is significant interest in used EVs due to lower costs and immediate availability, although concerns about battery health remain a key barrier. Additionally, the eReadiness Index provided in the report assesses the readiness of various countries for e-mobility. In Europe, Norway, Switzerland, and Germany are ranked as the most e-ready countries, mainly due to their mature charging infrastructure and high consumer demand. Italy and Spain, despite offering generous government incentives, lag behind. In the Asia-Pacific region, Hong Kong, China, and Singapore are identified as the most e-ready countries, with strong customer demand and well-established charging infrastructure. Finally, Australia is found to be the least e-ready country among all the countries analyzed in the report.