Volvo

An in-depth look at consumers to advance electric vehicle adoption in Chile

The challenge

We drove a new approach to workforce reskilling

Volvo faced the challenge of advancing its ambitious strategy toward more sustainable mobility, with goals such as having 50% of its cars sold in 2025 be electrified and reaching carbon neutrality by 2040, in an environment where e-mobility adoption was still limited.

The challenge was to understand how current and potential buyers of this technology perceived this technological shift: what motivates them, what barriers they face and what conditions are needed to accelerate the transition to electric cars.

What we did

Our value proposition

Strategy and Purpose
Culture and Leadership
Brand and Experience
Design, Communications and Marketing
Research: Insights and Metrics

We developed a strategic study to gain deeper insight into current and potential electric vehicle consumers, combining methods: A qualitative study with 16 in-depth interviews with users and potential users of electric and hybrid cars, both Volvo customers and non-customers, to explore perceptions, motivations, barriers and opportunities. A quantitative study with 420 online surveys of drivers in key segments for the brand, including a zoom-in on Volvo quote requesters and buyers, focusing on people interested in buying or replacing their vehicle within the next…

Result

Our impact: a connected brand

The study identified three key findings that guide the e-mobility strategy: Lack of knowledge: most people associate e-mobility with a more sustainable future, but 55% report little or no knowledge, especially women, people aged 45-54 and those living outside the capital. The more knowledge, the greater the willingness to buy: education emerges as the main driver of change.