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Voice of the Customer: Electric Vehicle & Powertrain Services and Features, 2022

Voice of the Customer: Electric Vehicle & Powertrain Services and Features, 2022
  • Publish Date:December 2022

  • Number of Pages:112

  • Report ID:6413387

  • Format:PDF

  • Publisher:Frost & Sullivan

$ 4950


Europe continues to be the leading market for electric vehicles.

BEVs are considered ‘clean’ innovations where tech gadgets render high-tech attributes when compared to ICEs.

Frost & Sullivan assessed new customer attitudes and preferences for alternative vehicles and powertrains by vehicle segment and key demographics.

Frost & Sullivan carried out more than 2100 interviews among potential customers of vehicles in the EU5 region.

Respondents included car owners or primary users of a car, and decision-makers in car purchasing and new car purchases planned for the next three years.

Most of the car owners who responded drive ICE, PHEV, BEV, and volume brand cars that were purchased outright.

Almost 63% BMW owners reported the highest re-purchase intention, compared to the lowest for Renault owners at 31% and 50%. Reported brand loyalty for the ability of the current vehicle brand to deliver is compelling BEVs, but almost 25% of the respondents think that external industry players can also offer similarly competitive products.

Currently, PHEV drivers showed a higher frequency of vehicle usage—by ~40% on average compared to ICE vehicle drivers—for key uses, such as commuting to work, school drop-offs, and driving to sports venues.

PHEV drivers also have a higher number of people living in the household than BEV owners.More than 80% of the respondents own their homes and live in urban or suburban environments.

About 45% of the respondents live in detached villas and 54% in flats/condominiums, but 91% have access to private parking.

Demographically, the high expected PHEV all-electric range of 108km is higher than most current OEM roadmaps.

Older generations are expecting an even higher range, while Gen Z is less demanding with an average expectation of 50-75km.

Also, the sample reflects the more affluent and higher educated population who are driving newer vehicles and intend to buy new cars Concept tests show that all respondents appreciate the additional benefits of EVs, that of serving as an energy supply source with 60% stating interest in supplying energy back to the grid to reduce home energy costs.

Italy & Spain appear to be most enthusiastic about these possibilities, while the UK comes across as least prepared to pay a premium for these additional capabilities in the EU5 region.
Author: Aman Gupta

Table of contents

Strategic Imperatives
Why Is It Increasingly Difficult to Grow?
The Strategic Imperative 8™
Growth Opportunities Fuel the Growth Pipeline Engine™
Research Objectives and Methodology
Research Objectives and Methodology
Sample Structure
Key Findings
Main Findings

Respondents Profile and Driving Habits
Respondent Profile: Demographics
Respondent Profile: Type of Home
Cars' Engine Type by Segment
Respondent Profile: PHEV Owner
Respondent Profile: BEV Owner
Cars' Engine Type: By Country
Sample Size Versus Actual Data
No Difference in Travel Distance During Weekdays and Weekends
Car Usage requency
Customer Preferences for the Next Car Purchase
Strong Intention to Switch to EVs
The Trend for More Electrified Similar n All Countries
PHEV and Hybrids are the Most Considered ext Vehicles
Considered and Preferred Engine for Next Car
Type of Engine Considered for Next ar by Segment
Preferred Type
Loyalty in Brand Translates Trust in BEV Competence
Safety, Costs, and Fuel ype Most mportant Attributes
Vehicle Safety, Running Costs, and Purchase Price Remain Top Customer Concerns Across Geographies
Important Aspects When Purchasing Next Car
Which Vehicle Attributes Have Become More Important Since COVID-19?
Annual Mileage Expectations w Next ehicle
EV Buyers Prefer a Completely New Model Versus ICE Equivalent
Attitudes Towards Electric Vehicles
Zero Emissions, Environmental Impact, and Quietness are the Attractions of BEVs
Generations Differ Strongly in the Perceived BEV Limitations
Environmental Impact, Zero Emissions, and Lower Fuel Consumption are the Attractions of PHEVs
BEV Adoption Drivers Similar for Different Powertrain Customers
BEV Adoption Restraints
Perceived Benefits and Limitations of BEVs
Perceived Benefits and Limitations of PHEVs
What Would Make ICE Drivers Consider a BEV in the Future?
Generation Perception of Considering BEV in the Future
Customers Perceiving Current Car Manufacturer as the Best BEV Solution Provider
ICE Owners who are Considering BEVs as their Next Purchase Expect to Charge at Home
Shortest Distance to Charging Station and Infrastructure Rating
PHEV Buyers Expect More Than a 100-kilometer EV Range, Fast Charging Within 1 Hour, and Home Charging Capabilities
Expected Driving Range of PHEVs
BEV/PHEV Owners Purchase Preferences without Incentives
BEV/PHEV Driver Habits
BEV/PHEV Charging Habits: EV Owners
BEV/PHEV Charging Habits Similar for these Respondents

BEV/PHEV Charging Habits - Locations
PHEV Charging Habits: Locations
BEV Charging Habits: Locations
BEV/PHEV Charging Habits: Durations
BEV/PHEV Charging: Planning, Information, and Selection Criteria
BEV Charging: Planning, Information, and Selection Criteria
PHEV Charging: Planning, Information, and Selection Criteria
BEV/PHEV Charging: Planning Tools' Use and Type
BEV/PHEV Charging: Disadvantages of Public Charging
BEV/PHEV Owner Product Satisfaction

Trade Off: Driving Range and Charging Time
Conjoint Simulation
Importance of Attributes
Utility Scores: Total
Preference Share Analysis
Concept Tests
Introduction Slide
Vehicle Energy Supply Functionalities
Concept Test: Auxiliary Power Supply Relevance
Concept Test: Auxiliary Power Supply Willingness to Pay
Concept Test: Vehicle-to-Grid Relevance
Concept Test: Vehicle-to-Grid Rewards
Concept Test: Vehicle-to-Grid Willingness to Pay
Battery Swapping Capability as an Incentive to Choose BEV for Next Car
Battery Swapping Capability vs Charging
Concept Test
Profiles: EV Prospects
EV Buying Typology
EV Prospects by Country
EV Prospect: Specifics
Environmental Friendliness the Strongest Driver for Buying EVs
EV Prospects See Stronger Benefits but Similar Barriers in BEVs
Perceived Benefits of PHEVs Lower than BEVs
Data Weighting Europe Aggregation
European Markets in Scope

Data Weighting per Country
Respondent Profile: Demographics - France
Respondent Profile: Demographics - Germany
Respondent Profile: Demographics - Italy
Respondent Profile: Demographics - Spain
Respondent Profile: Demographics - the United Kingdom
List of Exhibits

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