Customer preferences toward sustainability are forcing automakers to develop new strategies
What do sustainability-minded drivers want? The majority of drivers are considering a new-energy vehicle (NEV)—i.e., one without an internal combustion engine as its primary drive train—for their next purchase. Most sustainability-minded drivers would accept a range of trade-offs―including higher prices and reduced performance―for a “sustainable vehicle.” Since no automaker—not even Tesla—is seen as the undisputed leader for the best sustainability concept, the playing field is open for others to make their mark.
Automakers’ myths about customers preferences are just that—myths:
The fact is that most drivers want NEVs, show little brand loyalty, will pay more for sustainable vehicles, and enjoy digital experiences and convenience. And these sustainability-minded drivers span all age groups, living areas and income levels.
Given this, automakers must rethink their go-to-market approach from a sustainability perspective:
Automakers can’t afford to be reactive
Automakers must focus on what customers want and act accordingly. Those that can quickly seize the opportunity will be well-positioned for future success; the rest will be left behind.
To help automakers address this challenge, we conducted a comprehensive survey of 8,500 licensed drivers across seven core automotive markets―China, the U.S., Germany, the U.K., France, Italy and Norway—and identified trends in customer demands and preferences with regards to sustainability. These findings bust five misperceptions—or myths—in the automotive market.
SEE MYTHS VS. REALITY