3 roadblocks preventing car-buyers from going electric
Last year, one of the world’s most famous car manufacturers announced it was doubling its electrified vehicle spending. “We’re all in,” a Ford executive told participants at the 2018 North American International Auto Show. “The only question is, will the customers be there with us?”
This raises a good point. After all, while battery electric vehicles (BEVs) have been making headlines for a long time, they still represent less than 2% of global car sales and less than 3% of car searches on Google in the U.S., the U.K., and Germany.1
Why are potential customers holding back? To find out, we interviewed global car buyers open to electric vehicles2 and dug into the human insights we could uncover from aggregate Google and YouTube data.3 We discovered three roadblocks that auto marketers need to address before BEVs become a serious consideration for customers.
I can’t figure out how much electric cars cost
A brand new car is a big ticket item, so it’s no wonder people like to research what it’s going to cost. But what really stands out in electric car searches is just how much more important this cost factor is. For example, the share of cost-related searches for BEVs is more than 20X that of regular car searches in the U.S. and the U.K., and more than 10X in Germany.4