2024-11-20-西蒙顾和-2024年电动汽车充电消费者研究报告_30页_1mb

The Simon-Kucher EV Charging Consumer Study 2024 surveyed 2,120 electric vehicle (EV) owners and potential buyers across the United States and Europe. The study explores various aspects of EV charging behavior, preferences, and market dynamics. Here is a concise summary of the key findings.

1. About the Study

• Conducted in 7 countries: US, Germany, UK, France, Sweden, Denmark, and Netherlands.
• Respondents: 50% EV owners, 50% potential buyers (EV considerers).
• Top EV brands among owners: Tesla (20%), Audi (10%), BMW (10%), Toyota (7%).
• Average annual EV distance driven varies, with approximately half using fully electric vehicles.

2. Charging Use Cases

• EV owners predominantly use home charging stations (50% of needs), while considerers rely more on public options due to lack of single-family homes.
• Considerers plan to increase use of workplace and public fast charging, driven by perceptions of public charging availability challenges (average overestimation by 11% compared to owners).
• HPC (ultra-fast charging) use is higher for owners (over 20% of needs), but considerers underestimate the demand for it.

3. Finding Locations

• Owners prefer traditional methods like apps or navigation, with increasing use expected among considerers for long-distance trips.
• Short trips often use Google Maps or Apple Maps, while city searches favor navigation systems and known stations.
• Considerers show growing preference for app-based and vehicle navigation for locating chargers.

4. Pricing and Offer

• Willingness-to-pay varies significantly by region, with higher value in premium markets.
• Subscription models are popular: Considerers prefer "mini subscription" offers for HPC charging.
• Factors justifying higher prices include charging speed, ease of access, and affordability, with considerers valuing ease more than owners.

5. Payment Methods

• Plug & Charge is favored, linked to app usage, with strong preference in countries like Germany for digital payments.
• NFC and digital payments are preferred over traditional cards, which are less appealing.

6. Loyalty Programs

• Over 56% of respondents are open to loyalty programs for public charging, with preferences varying by region (e.g., payment providers in US/Denmark; reward programs like Miles & More in UK/Germany).
• Next-generation EV owners value bonus points more than discounts for loyalty rewards.

7. Partnerships

• Many consumers are interested in partner incentives, such as discounts at supermarkets or waived fees at parking lots, but these have limited influence on charging behavior.
• Paid parking lots often offer bundled charged-at-cost models to attract users.

8. Energy Utilities

• Bundling home electricity with public charging tariffs is a key interest, with 63% of considerers favoring such offers.
• Cost savings is a primary driver, but sustainability and supplier image are increasingly important for the next generation.

The study highlights regional variations in preferences and behaviors, emphasizing the need for providers to adapt pricing, partnerships, and offerings to specific markets. Simon-Kucher advises businesses to focus on dynamic pricing, loyalty programs, and integrated services for effective EV charging market strategies.