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1、 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Electric Vehicle Consideration Study(EVC)A Syndicated study from NielsenIQ Automotive 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.2Anil AntonyGlobal Head Tech,

2、Telco,Automotive&Finance Welcome to the 1st wave of the BEV Consideration studyWe all know that BEVs are the future,but so far adoption has been limited barring some markets.However,this mass adoption is far from easy.It is extremely complex to design a different transportation system,when the mobil

3、ity world has been indexed to ICE systems for over 100 years.From our side at NielsenIQ,we aim to focus on“Consumers”and the reasons thereof for adoption or rejection.In our opinion,there is an inherent hesitation towards committing to the final step of adoption-i.e.,purchase.It is thus important to

4、 understand these hurdles and also track the changes over time.I hope you enjoy reading.Please contact me or my colleagues in your markets for a more in-depth analysis.EVs are here,but how far is large scale adoption?2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights

5、Reserved.3 The primary goal is to deliver a comprehensive data with which perspectives can be comparatively analyzed across markets with respect to the consumers interest in purchasing an EV.We have designed the survey to understand different levels of commitment towards looking at intention to buy

6、a BEV(e.g.,“I am very likely to consider an EV for my next purchase”Vs“I am somewhat likely.”.)This allows us to provide a glimpse of what the“early adopters”would like versus the larger new vehicle shopper population.The Study ConstructConsideration has been designated as the primary focus of the s

7、tudyAwarenessConsiderationIntentInterestPurchaseEvaluation 2023 Nielsen Consumer LLC.All Rights Reserved.The study methodology4PrimarysurveycomponentsChargingExpectationsEV RejectionEV ConsiderationDemographyLifestyleVehicle UsageEVCSampleDeploymentScope Current vehicle owners(2 7 years of ownership

8、)Intending for new vehicle purchase in the next 12 months a natural fallout Invitations issued via accredited research panels Online survey fielded Dec22 Jan23 4,022 completed surveys Markets China,Germany,India,Indonesia,Malaysia,Vietnam&ThailandWhile the EVC Study touches on shopper interest in Hy

9、brid Electric Vehicles(HEVs)and Plug-In Hybrid Electric Vehicles(PHEVs),the target of the study is fully electric or battery electric vehicles(BEVs),referred to throughout this report simply as EVs.2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.5The study

10、 aims to analyze differences in preference towards BEV via different cuts,to provide readers with a possible targeting strategyInformation Areas covered Demographics Perspective of personal finance in the next 12 months Current vehicle usage EV consideration for the future Reasons to consider the EV

11、 Importance of factors while considering to purchase an EV Barriers to EV adoption Driving range expectation Charging time expectation Key asks from the automotive ecosystem on EVs 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Executive Summary6 2023 Nie

12、lsen Consumer LLC.All Rights Reserved.Executive Summary|Snapshot704010302While awareness of EV is unanimous,familiarity remains at less than1/3rd of consumersEV Consideration at 37%,with significant differences among the markets21%of consumers are likely to be early adopters,with the majority citing

13、 a timeline of over 5 years to purchase an EV21%of consumers cite having researched about EV extensively 2023 Nielsen Consumer LLC.All Rights Reserved.Executive Summary|Consideration for an Electric Vehicle83744146VeryLikelySomewhatLikelySomewhatUnlikelyVeryUnlikelyIn%Consider EV as next purchaseCon

14、sumers citing rejection for EVs37%20%Across all 6 markets,slightly more than 1 in 3 consumers cite a strong likelihood to consider an EV for their next vehicle purchase(37%)Significant efforts would be required to push for mass adoption as 44%of consumers are sitting on the fence&20%of consumers cit

15、ing rejection for EVs.Net EV Purchase Consideration(Very Likely+Somewhat Likely)(Somewhat Unlikely+Very Unlikely)2023 Wave 1:(37%+44%=81%)(14%+6%=20%)=61%The NET EV Purchase Consideration is a metric that can be tracked to understand the consumer sentiment towards EV adoption over time.Higher%denote

16、s a stronger customer preference towards BEV adoption 2023 Nielsen Consumer LLC.All Rights Reserved.Executive Summary|Consideration for EV across markets93914591440555637295649385307241161205612Very likelySomewhat likelySomewhat unlikelyVery unlikelyChinaGermanyIndiaMalaysiaIndonesiaVietnamIn%We obs

17、erve significant differences among markets on the NET EV Purchase Consideration.China and Vietnam lead across these 6 market,with India and Malaysiafollowing closely.Surprising consumer reaction coming in from Germany,perhaps on account of the removal of the EV purchase incentives kicking in 2023.Ma

18、laysia follows Germany with the second highest%of non adopters at 30%.The country is the second largest oil producing nation in SEA,therefore can to a certain extent moderate the impact of global crude prices.Across all the 6 markets,we do see a large%of consumers sitting on the fence“Somewhat likel

19、y to consider”.This begets the question of what the industry can do to ensure a more broad-based mass adoption.2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.10Executive Summary|Effort towards EV research46634450211040621315A LotSomeA LittleNoneIn%VeryLik

20、elySomewhatLikelySomewhatUnlikelyAmong the shoppers who are more likely to adopt EVs,there is a potential to convert them with 46%having invested a lot of time to learn about EV.Continuing to provide engaging content will help convert with 44%of these shoppers have spent some time researching on the

21、 topic.Education about EV is also likely an opportunity to convert the sceptics with 76%of them mentioning that they have limited knowledge of the topic.1233123Anil AntonyGlobal Head Tech,Telco,Automotive&Finance“Given that shoppers are turning to search engines and social media for information abou

22、t EVs,valid consumer education is a crucial component,as it empowers individuals to make informed decisions about sustainable transport options.”2023 Nielsen Consumer LLC.All Rights Reserved.Executive Summary|Importance of factors while considering a BEV11SafetyCharging station availabilityReliabili

23、ty(including battery life)Performance of the vehicleRange of the vehicle(KMS)Low electricity costTime required to chargeFeatures and/or technologyAvailable/Capable repair/service centersThe convenience of ownershipLow maintenance costFunctionality and/or capacityLow cost of the spare partsAftersales

24、 networkSubsidies&other Tax benefitsInterior styling of the vehicleResale valueOTA UpdatesBrands leadership in electric vehicles58484743424141404040383635333230282727 While one of the most talked about important factor to consider an EV has been touted as the availability of charging infrastructure,

25、there are other product elements that are cited by shoppers as equally important.Safety of the vehicle overall is ranked as the most important factor by considering an EV this is unanimous across consumers of all the 6 markets.In addition,reliability of the vehicle over a long run comes out as an im

26、portant factor across markets Safety Range Reliability Safety Reliability After-sales Network Safety Reliability Range Safety Charging station availability Reliability Safety Performance Low Electricity Cost Safety Charging station availability ReliabilityChinaGermanyIndiaIndonesiaMalaysiaVietnamIn%

27、2023 Nielsen Consumer LLC.All Rights Reserved.Executive Summary|Importance of factors while considering a BEV12 Across the 6 markets,highest citation of top 3 reasons to consider an EV come out as being environmentally friendly,affordability on maintenance,followed by a better noise signature.Howeve

28、r,across markets,there are differences that we observe:Privilege of being environmentally responsibleAffordable Maintenance costLess Noise&VibrationsLow Ownership costSubsidies&other Tax benefits from the governmentConvenience to charge at homeGood Acceleration performanceNew/Innovative engine typeM

29、ore value for moneyPleasure of driving a vehicle of futureEasy to driveLook modern44383530262622211817149In%Apart from being environmentally friendly,subsidies and low ownership cost(35%)are the other reasonsLow ownership costs(56%)trumps all other reasons for German shoppers,with subsidies(34%)comi

30、ng in at the third spotAffordable Maintenance cost(54%)comes out as the highest mention among top 3 reasons to choose an EV in India.ChinaGermanyIndia 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.13Intuitively,Time for charging,availability of charging

31、stations,followed by concern on battery life remain the key concerns for adoption among shoppers.Ease of charging at home,range anxiety followed by price are also among the key concerns towards mass adoption of EVIn addition,vehicle level apprehensions like technology,performance capability across t

32、errains and after-sales service form the next batch of concerns of shoppers today.Executive Summary|Concerns on adoptionTime required to chargeLack of Charging infrastructureInadequate Battery lifeEase of charging at homeLimited Driving distancePurchase price Cost of ownershipTechnology limitationsI

33、nadequate overall PerformanceLack of service centersFunctionality limitationsNegative Environmental impactLack of clarity on Resale valueNegative Economic impactPoor Styling/ImageOTA vehicle limitationsCritical WOMLack of clarity on incentives403737363534343130302827252424232221 2023 Nielsen Consume

34、r LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.14Communication at multiple levels,content will be a key driver towards reducing apprehension on a BEV ownership.In Summary,Hurdles remain in the way of mass adoptionCustomers exhibit preference towards considering EVs across th

35、e markets.However,multiple level of apprehensions remain.From infrastructure limitations,charging concerns to vehicle performance,its crucial to address these hurdles in order to create a seamless transition to a greener mode of transportation.The other important aspect is to keep communicating with

36、 shoppers on this journey.Customers are still looking for basic information and assurance that the purchases they are looking to make in this sphere will be well serviced throughout their ownership cycle.Thus,communication on product capabilities,after-sales readiness,is likely to be an important dr

37、iver of brand choice in this transformational journey in sustainable mobility.2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Thank YouPlease do not hesitate to reach out with any questions or queriesAbout NielsenIQArthur C.Nielsen,who founded Nielsen in 1

38、923,is the original name in consumer intelligence.After decades of helping companies look to the future,we are setting the foundation for our future by becoming NielsenIQ.We continue to be the undisputed industry leaders as evidenced by our experience and unmatched integrity.As we move forward,we ar

39、e focused on providing the best retail and consumer data platform,enabling better innovation,faster delivery,and bolder decision-making.We are unwavering in our commitment to these ideals and passionate about helping clients achieve success.For more information,visit:Kaustav RoyKaustav.RAnil AntonyAnil.A