2021 Path to EV Adoption

The major buzz around the automotive industry is the EV future is near and adoption must be accelerated. The government announced a push for 50% of new vehicles sold in the US to be electric vehicles by 2030. Auto manufacturers are launching more EVs, opening more factories, and investing in battery innovations. Current EV consideration is healthy, however the conversion to sales will be challenging with multiple barriers.

THE INDUSTRY MUST BUILD HIGHER CONSIDERATION AMONG SHOPPERS

Considering EV for Next Vehicle

EFFECTIVELY TARGET EV SHOPPERS

EV Considerer Profile

DIRECT CONSUMERS TO SITES THAT PROVIDE MEANINGFUL CONTENT

Websites Used (Among Owners)

FOCUS ON CORE ELEMENTS SUCH AS PRICE AND RANGE

100 Points Allocated to Attributes Important to EV Consideration (Among Considerers)

THE INDUSTRY MUST WORK TOWARDS LOWERING EV BARRIERS

Top barriers to EV (among EV Non-Considerers)

DRIVE CONSIDERATION BY REACHING PRICE PARITY

Impact or Pricing to EV Consideration (Among Total Vehicle Intenders)

IMPROVE EV MILEAGE RANGE TO PROVIDE RANGE AUTONOMY

Battery Range Among Considerers

HELP DEALERS PREPARE FOR THE EV FUTURE

FOSTER BRAND LOYALTY TO HELP INCREASE EV ADOPTION

Intention to re-purchase from current brand if they went all-electric (% somewhat/very likely

BUILD BRAND AWARENESS FOR EVs

EV Brand Awareness and Consideration (Among Considerers)


The 2021 Cox Automotive Path to EV Adoption study provides a better understanding of EV barriers and uncovers market perceptions and customer experiences with EVs. Research was conducted in June and July 2021 with nearly 5,000 consumers from 18-72 years old who owned, considered or rejected a BEV (Battery Electric Vehicle).

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