Study Launch: Electromobility: A Close Look at Consumer Perception

With the goal of driving the development of zero-emission mobility locally, Volvo Car Chile and Almabrands presented on Tuesday, September 5 the first Electromobility Study to take an in-depth look at the consumer’s perspective. The report highlights the main opportunities for progress in this area, as well as the significant challenges facing the automotive industry.

The study used an integrated qualitative and quantitative methodology, with a total of 16 in-depth interviews and 423 online surveys, respectively. The sample profile included men and women between 25 and 70 years old, current owners of plug-in hybrid and electric vehicles (20%), as well as potential users of this technology, in order to gather information about their perceptions and knowledge of electromobility. The report shows that at a time when technology and environmental care are advancing hand in hand, the automotive industry plays a fundamental role as an ambassador of electromobility, where zero-emission mobility stands as a symbol of the future and of a better world.

However, the key findings show that advancing electromobility requires addressing major challenges that are actionable locally: collective education on the subject, meaning more information about its benefits and contributions to people, the country, and society; stronger incentives, that is, stimulating access and sales through more affordable prices and tax incentives; and a stronger nationwide fast-charging network with participation from players across all sectors. When consumers were asked what they see as the main benefits of electric mobility, 66% said it reduces pollution and would help protect the environment and the planet. Meanwhile, 42% see zero-emission mobility as a source of savings in the medium and long term, and 17% believe electric cars offer driving comfort, with no noise or vibration. The close look at consumer perception of electromobility revealed that lack of knowledge is one of the main barriers to advancing the future of zero-emission mobility. 55%, that is, more than half of respondents, reported having little or no knowledge of the subject, citing lack of information as the main reason for not entering this segment. Given this, it is clear that greater knowledge translates into greater willingness to buy. Another access barrier is that electromobility is perceived as a technology that is out of reach for most people. 42% say electric mobility is not affordable for everyone. The high cost and taxes associated with these vehicles are considered an ongoing pain point, perceived as an “unjustified penalty” for those who want to transition to electromobility, with no real incentives for its use, for example, in taxes and prices. The next point in the report relates to a charging network that is not progressing as expected, with 15% of people considering it one of the barriers to entry. Finally, expectations of greater range for these vehicles become relevant when considering entering the segment, as 8% of respondents believe electric range is not sufficient for long trips.

At Almabrands, we want to keep contributing to building better businesses and a better society through our Strategic Research processes. That’s why we are proud to collaborate on this study with Volvo Car Chile, through which we can connect with future-focused issues that matter to today’s and tomorrow’s generations.