PERSPECTIVE
What electric drivers want
Decoding the human mindsets behind EV adoption
5-minute read
November 13, 2024
In brief
- EVs have driven extraordinary changes across the automotive industry — but sales are still mostly limited to early adopters.
- Capturing the mainstream market requires a deeper life-centric understanding of who the next EV buyers are — and what they really want.
- Our study highlights the need for integrated planning, marketing and sales, product development and partnerships across the broader EV ecosystem.
The future of mobility is electric
So how can automakers shift EV sales into hyper-growth?
The automotive industry is committed to the promise on an all-electric future. Yet EV sales have struggled to make the leap from early adopters to the wider mainstream market, leaving the anticipated surge in sales frustratingly elusive. In 2023, nearly 14 million EVs were sold globally. That’s a 35% year-on-year increase, but it’s down from 55% in 2022 and 121% in 2021.
Has the EV revolution stalled? No. But it needs a strategic reset. So far, EV manufacturers have successfully catered to tech-enthusiasts and eco-conscious pioneers. But mainstream drivers are different.
To move the market forward, manufacturers must address the deeply rooted, life-centric motivations of these future mainstream EV buyers. This requires a strategic shift in focus to customers who prioritize reliability, safety, and affordability.
It also calls for a highly personalized and flexible omni-channel sales and marketing approach. And it needs product management that tailor’s vehicle design and functionality to mass-market needs, as well as strong partnerships across automotive, technology, energy, and utilities to ensure electric mobility fits seamlessly into everyday life.
47%
of drivers are convinced that the future belongs to electric vehicles
57%
of drivers will have adopted an EV within the next 10 years
43%
of non-EV drivers are considering an EV already for next purchase
80%
of drivers consider reliability, safety, and price as major purchase criteria
How are tomorrow’s EV drivers different?
Our survey of 6,000 car buyers from the USA, Italy, Germany, France, China, and Japan highlights key differences between today’s early EV adopters and the drivers of tomorrow.
We’ve uncovered five distinct “mindsonas” which go beyond than traditional persona-based analyses by capturing a life-centric understanding of customers’ mindsets as human beings, not just their attitudes towards a product or brand.
Electric drivers’ mindsonas
Five customer segments thinking differently about eMobility
Strategists, affluent and urban, are already inclined toward high-end EVs, valuing luxury, innovation, and status. They prioritize design, prestige, and environmental credentials, seeking features that showcase their success to others.
20%
of electric drivers surveyed can be classified within the Strategist mindsona segment
Individualists, often younger urban drivers, are self-focused and prefer EVs for their modern technology and personalization options. They seek fun and standout design, valuing features that fit their active, independent lifestyles.
25%
of electric drivers surveyed can be classified within the Individualist sona segment
Carers prioritize social and environmental well-being over materialism, seeking smaller, sustainable vehicles. They view cars as practical tools, not status symbols, and are cautious about EV costs, charging infrastructure, and overall reliability.
21%
of electric drivers surveyed can be classified within the Carer mindsona segment
Conservatives value security, routine, and familiar environments. They prefer reliable, midsize cars and are hesitant about EVs, waiting for proven reliability and long-term performance before considering a shift from traditional vehicles.
17%
of electric drivers surveyed can be classified within the Conservative mindsona segment
Frugal customers prioritize simplicity over luxury and see price as the key driver in their decision making. Typically, older and rural, they prefer smaller, practical cars and typically haven’t yet found suitable EVs. As late adopters, they focus on cost-effective mobility over advanced features.
17%
of electric drivers surveyed can be classified within the Frugal mindsona segment
What does this mean for EV adoption?
EV manufacturers initially thrived by appealing to “Strategists” and “Individualists,” who are drawn to luxury, status, and cutting-edge technology. But these early adopters only represent a limited portion of the market.
Tomorrow’s mainstream customers—such as “Carers,” “Conservatives,” and “Frugal” drivers—prioritize different factors. They’re more concerned with reliability, affordability, and how well EVs integrate into their everyday lives. Issues like charging infrastructure, high upfront costs, and potential lifestyle disruptions continue to deter many from making the transition.
To drive EV adoption, it’s critical to understand these distinct motivations, whether it’s a focus on sustainability, ease of use, or cost-effectiveness. By addressing these differences, automakers can bridge the gap between early adopters and the broader market — and accelerate the next wave of EV growth.