26% of prospective car buyers are open to purchasing an electric vehicle and 23% a plug-in hybrid. However, only 12% rank electric cars as their top choice and just 8% plug-in hybrids. This highlights ongoing consumer hesitation towards transitioning to electric cars.
Nearly half of Germans think it is hard to understand the advantages of owning a pure electric car and perceptions around them remain largely unfavourable. Significant gaps exist in how consumers view electric vehicles compared to combustion cars, particularly in areas like purchase and running costs, reliability and safety, which are key factors in car-buying decisions. While the launch of affordable EVs may help ease cost concerns, other significant negative perceptions need to be addressed.
To bridge this gap and attract the mass market, brands can leverage current EV owners to advocate for their safety and reliability, helping change common perceptions. Additionally, focusing on the emotional aspects of car ownership, such as the sense of freedom they provide, and easing the transition through familiarity can make electric cars more appealing to a broader audience.
To achieve widespread adoption of electric cars, brands need to address negative perceptions in key areas and focus on core car ownership values. Hybrid cars are a vital interim step towards electric mobility.
Venkatesh Modi, Research Analyst, Germany
This report examines the German market for electric and hybrid cars.
The terms ‘vehicle’ and ‘car’ are used interchangeably throughout the report.
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