E-mobility Trend: What Do Consumers Really Want in an Electric Car?

E-mobility Trend: What Do Consumers Really Want in an Electric Car?

After years of being left out the global trend towards sustainability and the environment are finally bringing electric vehicles towards their place in the spotlight. As the automotive industry prepares for growing regulations for zero emissions and low-emissions but also new opportunities.

Toyota is getting ready to cater to the needs of consumers of the future at the coming Tokyo 2020 Olympics. The car maker will display 3700 mobility items and vehicles including 90% is electric. Alongside e-mobility, the newest technology to disrupt the market is the concept of the health of your car. Hyundai revealed their plans for an in-car health and mobility center capable of enhancing the well-being of motorists. In addition, Jaguar as well as Land Rover, announced their studies into mood and stress adaptable technology. Innovative concepts for adapting are comprised of AI facial recognition that allows for quick adjustments to music and lighting as well as biometric sensors to regulate temperature and seating as well as auto-driving technology that increases safety.

However, despite the hype of the last 10 years and the more recent electric and hybrid models; electric cars that plug in remain just under two percent from the US market as well as 2.2 percent of all cars around the world. The record-breaking two millions EVs have been sold since 2018, however, this it's just one of every 250 vehicles in circulation. E-mobility is an upcoming auto trend due to the climate change that we are experiencing, that major players are expected to accept. It's the time to think about what is the real desire of consumers in the search for an electric vehicle, and what can companies be doing to convince them? We dug deep into the world of electric cars to discover.

In this article, we'll be dissecting the most talked-about issues facing consumers in this new trend, the issues of various tribes, and the main lessons that brands can take away from this. This is a lengthy article So feel free to skip areas that appeal to your most

Understanding the landscape of e-mobility

Our researchers looked over 2.3 million posts about mobile devices on the web over the course of a year throughout in the US in the US and UK and broken them into nine relevant major categories. These are the results.

When it comes to the most debated aspects of electric mobility the most popular topics were in the environment, long-term cost and savings, as well as longevity of battery. As we'll see in the next section, this isn't the first time that electric vehicles are making an appearance.

Let's first clarify various terms used in e-mobility.

Three main models constitute the current market for electric vehicles three major models are available: full electric, hybrid/plug-in electric and hydrogen fuel cells. E-mobility is a broad term that describes vehicles and other products that are powered by electricity. Diesel and fossil-fuel models of the past are described by the term internal combustion engine (ICE). The definitions aside, the primary objective of e-mobility is to create low-impact in sustainable and environmentally sustainable mobility.

Electric vehicles (EVs) The comeback

As I mentioned previously, EVs reached the spotlight only once. in 1966 General Motors released the EV1, an electric vehicle specifically designed to meet the zero emissions requirement of California. This was the first electric production vehicle during the oil-era that used tires with low resistance (designed to decrease the loss of energy) as well as the very first car to make use of induction charging.

The car was a hit with celebrities like Tom Hanks, had a decent speed of between 100 and 250 km and it was hired for three years at $299 to $574 per month. People adored the modern car...but it didn't go far. The high price of the car, the rigid leasing guidelines, poor charging ports, as well as controversial policies led to it impossible to make the EV1 disappear. The EV1's failure to launch can contribute to a negative consumer opinion about electric cars. Are consumers willing to trust the product that been unsuccessful previously?

Consumer perceptions of electric vehicles

The debate over safety when making comparisons between EVs against ICE cars is one of the topic that is popular online. The safety of EVs was a topic in the majority of conversations and is often linked to electrocution and fire dangers. However, many believe that EVs through design are the most secure cars that are available.

Lack of availability and delays were the smallest but significant 19% of the discussions, driven by the delays in the delivery of EVs and automobile components. The issue was Tesla's infamous announcement in May of 2019 of the possibility of a worldwide shortagein copper, nickel, and other battery-related minerals for electric vehicles. Naturally the uncertainty and delay on the part of EV manufacturing slows down the consumer growth when they adopt the electric lifestyle.

9 important topics surrounding electric vehicles in the present

The primary challenge for car brands today is to combat the myths of hybrid, electric and hydrogen-powered vehicles. In 1.3 million blog posts that we analyzed, we found 9 major subjects that are currently affecting consumers.

Cost, sustainability batteries, and sustainability: three biggest issues

1. Sustainability

Sustainability featured in 214K articles which makes it the most popular of the 9 subjects. Because of studies regarding climate, emissions and the enhancement of efficiency in energy use, there has an enormous shift in environmental issues that has made both consumers and businesses more conscious.

But sustainability was an extremely polarized issue for both sides. Resources were mentioned at 33% in the sustainability discussions. Consumers debated the morality regarding EV batteries as well as their dependence on non-renewable elements like cobalt, lithium, copper and more. Mined in the majority with diesel. The majority of supporters have found EVs to be a greener and more sustainable alternative than diesel engines. In contrast, EV opponents have hailed the electric vehicle trend as a scam. They claim they believe that the production of electric energy is claimed to create less polluting than is the reality.

2. Costs & Savings

The second major issue for people who purchase EVs was the price. In addition to the fact that consumers view electric vehicles as more expensive however, they also struggle to estimate the costs in the future of maintenance tax, insurance, used and resell value. In discussions about cost, the word "price" was mentioned in the majority of conversations, and energy was mentioned in 33% of discussions..

3. Battery & Usage

The third most talked about issue was the use of batteries in 183K blog posts. In American society, having a car is an important and fundamental right into adulthood. It symbolizes freedom and independence and is further romanticized in Hollywood films and entertainment.

One of the major reasons for resistance to EVs is the battery's life span and. The majority of consumers aren't convinced about electric engines. They're thought to run more slowly and cover shorter distances as compared to ICE vehicles, which suggests it's a challenge to change opinions about the benefits of electric vehicles. In the discussion on battery and usage, the topic of range was mentioned within 55% the discussions, and charging infrastructure was mentioned in 37%..

Now that we've identified the hot topics and worries about EVs Let's take an in-depth look at the people driving the debate.

Who's talking about electric cars?

Analysis based on demographic breakdown

As you might expect, males overall are the most well-known on every topic. These are interesting results:

  • Men are more concerned with the price of EVs and have been found to be much more open to discussions about life.
  • Women are more focused on matters that pertain to the whole sector (sustainability industries, sustainability).

The subject matter surrounding e-mobility seems to change with the onset of

  • Senior citizens talked about sustainability, the cost of batteries, costs and industry more than any other age group.
  • While those aged 18-34 years old were more focused on appearance, performance and lifestyle.

3 Tribes are driving conversations about e-mobility on the internet

Beyond basic demographics, we've found three major tribes who talk about electric vehicles with very distinct attitudes and issues.

Electric fans

The first is the #EVlife group. They're the dedicated ambassadors of electric carswho share an interest in technological advancement including innovative features, scientific breakthroughs, and AI advancements in the field of electric mobility. They also have the EV or are on looking to buy one.

They produced 38.4K posts, of which 2.9 percent was created by users (UGC). They often discuss the EV business, its functions and the car's aesthetic.

Die hard petrol fans

Next up are the #Petrolheads. They're the critics. They are passionate about autonomous manual driving as well as the emotional impact associated with driving high-performance ICE automobiles, especially when they are not on their regular commutes.

They are known to engage in debates with EV supporters and directly compare EV with ICE engines. They are most often involved in the critique of electric mobility as a field. They had 32.9K conversations, of which 2.5 percent was UGC. Petrol Head tribe members Petrol Head tribe like to discuss costs, sustainability and battery.


The final one is the #multimobility tribal. They are adamant about EVs to the future of the shared economy (e.g. Taxify Uber, Taxify) and view the e-mobility option as a long-termand efficient way to eliminate personal automobile ownership. They believe that EVs will increase the number of rides shared as well as car rentals. They are less interactive online and only resulted in 22.9K posts of which 1.7 percent were UGC.

Extra information on electric vehicles

Instagram is the most popular platform to showcase electric vehicles

Car culture prideful owners and enthusiastic enthusiasts are all over Instagram and Tesla owners aren't any different. They are known to post pictures of their most prized possessions, and, in particular, it's high-end EV brands such as Tesla which make up the majority of photos. However, unlike the typical automobile world, EVs attract consumers and influencers that aren't typical car enthusiasts. The majority of social media posts are from a variety of profiles, including urban planners, environmentalists and entrepreneurs.

E-cigarettes as a status symbol

In the percentage of discussions about lifestyle 46percent of discussions centered on pride and declaration. Electric vehicle owners behave in the same way as the owners of luxury cars and enjoy flaunting their vehicles. The ownership of cars that are EV is a sign of status and almost an act environmental activism and entry into elite communities. People choose EVs due to the brand and lifestyle that comes with eco-friendly mobility, which makes the electric vehicle a prestigious status emblem.

The most important lessons for auto brands

In order for automotive brands to be recognized as leaders in the emerging trend of e-mobility it is essential that they influence the perception of consumers about their electric vehicles. In the above paragraph, perception is heavily influenced by issues which are relevant to the whole market: environmental concerns as well as long-term costs battery and range of the vehicle.

Sustainability and environmental awareness are determined by transparency. To allow EVs to be successful automakers must address both sides of the EV coin in a simple manner in order to dispel myths and confirm the truth. There are, however, clearly-defined opportunities to increase the appeal of EVs.

If car makers can "prove" high-level performance indicators as well as provide standard and flexible features, and launch vehicles that meet design standards They stand a greater chance of competing against traditional ICE vehicles. Customers are looking for value for cost, which is why more expensive prices cannot be justified through turning "electric." Instead of trying to alter the way that consumers view the entire industry, companies should shift their center of attention to their specific designs and functions to demonstrate their long-term the viability.

There are also opportunities in reaching existing tribes that have enthusiasm for mobility via e-commerce in their leadership of discussions, attitudes, or UGC online.

Should you wish to start an exchange of ideas about the power of social media and how it can benefit your company Contact us! Check out our case studies for customers to see how we've assisted other brands across the world.

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