According to the new study by Capgemini Invent, carried out on a sample of respondents in three key markets, on the one hand the automotive industry is under pressure at a regulatory level to adopt a greener business model, on the other hand, consumers are increasingly acquiring awareness of the environmental impact of emissions from traditional combustion engines. Nonetheless, the number of electric vehicles sold is not experiencing the growth expected by the market.
The report, entitled Electric cars: at the tipping point?, highlights the barriers to buying e-cars and how original equipment manufacturers (OEMs) and dealers can overcome them. According to findings, more than half of the respondents believes that he does not have the necessary knowledge to buy an electric car; in particular, the lack of information concerns some of the most important aspects, such as recharging methods and times and battery life.
Just over half of the interviewees (53%) are aware that an e-car can be used on a daily basis, while only 38% have identified the car model that best reflects their needs, although only 37% know the full range of models on the market. This lack of knowledge on the part of consumers represents a cause for concern, which could lead to a loss of interest in this type of vehicle, therefore in favor of the purchase of cars with internal combustion engines.
The excessive fragmentation of after-sales services is negatively affecting the user experience, generating further confusion among consumers. For example, car charging equipment sold separately, while the installation is generally entrusted to a third party.
According to the Capgemini Invent study, consumers are still prejudiced on some aspects: a percentage of them between 75% and 81%, in fact, points to e-car charging and batteries as the main reasons for concern. Furthermore, consumers demonstrate a lack of knowledge of fundamental aspects of the e-car experience, including battery life (77%), availability of charging stations (80%), charging speed (75%), and finally high costs of the electricity (65%). Therefore, unless OEMs provide educational programs for consumers on these fundamental topics, they are unlikely to opt for the purchase of an e-car.
“Car manufacturers they have to think in terms of ecosystems, shaping their offerings around the electric car business,” said Johannes Eckstein, Senior Manager Electrification/e-tron solutions at Audi AG. "As far as suppliers are concerned, a more innovative approach to product and service development can help identify new business opportunities for dealerships."
"The future of the car is undoubtedly electric", said Domenico Cipollone, Account Executive Automotive, Capgemini Business Unit Italy. «The sale of e-cars will continue to grow in any case, but the real challenge is to stimulate this growth at the pace that governments and the market need. If OEMs don't start educating the electric car, incentivize suppliers and provide a holistic view of the customer lifecycle, the growth of the e-car sector will continue to be limited.
