Understanding the barriers to battery electric vehicle adoption

Abstract

Consumer research shows the key to successful BEV marketing may be in aligning messages with the positive, real-world experiences of current BEV owners. Highlighting owner testimonials, offering test drives and addressing range anxiety with data and real-world use cases can help overcome misconceptions.

BEV adoption: Aligning marketing strategies with the authentic experiences

Editor’s note: K.C. Boyce, VP, and Ben Lundin, Insights Director, are with Escalent’s automotive and mobility industry practice, Livonia, Mich.

As automakers continue to push for the adoption of battery electric vehicles (BEVs), one challenge for marketers remains: how to bridge the gap between potential buyers’ perception and the reality of owning a BEV.

Research from Escalent’s 2024 User Experience and Advocacy DeepDive study highlights that while BEV ownership often exceeds expectations, many vehicle shoppers are still hesitant to buy one due to misconceptions. The solution, the research found, is for automakers to align their marketing strategies with the authentic experiences and the advocacy of current BEV owners to help build credibility.

Battery electric vehicles: Bridging the gap with vehicle shoppers

One of the biggest barriers to BEV adoption is a lack of firsthand experience. The study found that only 42% of non-BEV owners have ever ridden in a BEV, and only 16% have driven one. The lack of direct exposure limits a potential buyer’s ability to understand how a BEV drives better than other power trains. However, those who do experience a BEV – even those we classify as “EV resistant” – often walk away with a newfound appreciation of the power train.

According to the research, nearly half (49%) of non-BEV owners who rode in one said it improved their opinion of BEVs and 53% reported increased interest in purchasing one. Driving a BEV for the first time was found to bring emotions such as amazement, surprise and admiration. One respondent even said it “felt like the car was off, it was so quiet,” with another saying “it was a very unique experience” and “really smooth.” Those comments show just how important having firsthand exposure is to the process in shaping perceptions.

The power of BEV ownership advocacy

BEV owners play the most important role in marketing to potential buyers. The study found that 63% of BEV owners are likely to convince others to purchase one. Additionally, it found that 46% of BEV owners talk about their vehicles frequently compared with only 31% of all power train owners.

Conversations between BEV owners and non-owners also focus on different aspects of the ownership experience. Non-BEV owners most frequently ask about driving range, public charging and home charging, while BEV owners are more likely to highlight the convenience of skipping the gas station and the benefits of home charging. It could be beneficial for automakers to amplify those types of owner-driven narratives in their marketing messaging, particularly around the home charging aspect.

Home charging is the unsung hero of BEV ownership

One of the most underemphasized aspects of BEV ownership is home charging, but as mentioned earlier, it is one of the aspects of BEV ownership that owners most talk about.

The study revealed that 81% of BEV owners report a better-than-expected ownership experience, with 60% saying they were pleasantly surprised by the charging process. Nearly half (48%) found home charging costs lower than expected, and 40% said it was faster than anticipated. But despite the clear advantages, many new-car shoppers are unaware of how significantly home charging can improve the ownership experience.

Non-BEV owners tend to focus on public charging concerns, reflecting their experiences with gas stations, rather than recognizing the ease and cost savings of home charging. Original equipment manufacturers (OEMs) should therefore reframe their marketing messages to focus more on the real-world convenience and the efficiency of charging at home as echoed by so many BEV owners.

Debunking BEV misconceptions

Another common misconception is that BEVs are not practical for families or long trips; however, the data from our study beg to differ. Among BEV owners who consider their vehicle a family car, 73% report using their BEV for road trips longer than 200 miles rather than relying on a second gas-powered vehicle. In interviews, BEV owners have often shared anecdotes about using their vehicles for extended travel, noting widespread availability of charging networks and the ability to charge at home before a trip.

If OEMs could refine their messaging to highlight these real-world use cases that resonate with family-oriented buyers, rather than focusing primarily on performance metrics such as acceleration, it would help spread the more important real-world BEV experiences with new-car shoppers. The study also pointed out that 77% of non-BEV owners found their conversations with BEV owners informative.

For automotive OEMs, the key takeaway is that their marketing message strategy should align with the positive, real-world experiences and word of mouth of BEV owners. BEV ownership consistently exceeds expectations, particularly in terms of cost savings, convenience and the charging experience. To achieve the necessary marketing impact they desire, automakers should showcase authentic BEV owner testimonials and expand ride and drive opportunities so potential buyers can experience BEVs firsthand. In addition, addressing range anxiety with data-driven insights will help show how the existing charging infrastructure supports long-distance travel in a BEV. This type of word-of-mouth advocacy and direct BEV experience will be essential to converting non-BEV owners from those who might be curious to being committed buyers.