Accenture’s findings show a need for automakers to reform their EV strategies so that they break into mainstream markets where some consumers and fleets are still uncertain about EVs.
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A new survey from Accenture shows that over half of drivers in major automotive markets are likely to purchase an electric vehicle (EV) within the next 10 years.
Today, many non-EV drivers are also considering electric alternatives for their next vehicle purchase.
According to Accenture, the study was based on in-depth interviews and surveys with 6,000 car drivers across the United States, Germany, Italy, France, China, and Japan.
“The Automotive industry is in a critical stage in its race to net carbon zero and its transformation towards sustainable mobility,” Juergen Reers, global automotive and mobility lead at Accenture, said.
“The transition to EVs is facing challenges that demand a deeper understanding of the needs and expectations from car buyers to accelerate the adoption in key markets still lagging behind,” Reers continued.
Overall, the survey’s results reveal the human mindset behind EV adoption, including EV buyers’ unique motivations, values, and priorities, and categorizes them into five “mindsonas”. Respondents were classified into five segments that think differently about eMobility: Strategist, Individualist, Carer, Conservative, and Frugal.
The report’s findings show a need for automakers to reform their EV strategies so that they break into mainstream markets where some fleets and consumers are still uncertain about EVs.
Shifting Perceptions on Future Electric Vehicle Adoption
Accenture’s research shows that despite uncertainty and negative perspectives about the future of electric vehicles, 57% of people worldwide expect to have an electric car within the next 10 years. Only 10% said they would never buy an electric vehicle. The rest are open to an EV — not for their next car, but potentially the one after that.
Some results indicate automakers need to adopt a life-centric approach to understand the next wave of EV buyers, their individual values in life, their expectations of an EV, and the related services and features.
While early-market adopters are driven by sustainability and technology enthusiasm, the critical mainstream market for EVs prioritizes reliability (83%), safety (82%), and value for money (82%), showing that these buyers evaluate EVs with similar criteria as traditional internal combustion engine (ICE) vehicles.
With current EV offerings, only 23% of non-EV drivers see an EV as a realistic purchase within the next five years.
Varying Outlooks and Adoption Timelines In Global Markets
EV mass adoption faces a longer timeline, between 5–20 years, depending on the geographic location.
The report includes findings on EV uptake in China, general skepticism toward EVs in Germany and France, and the shifting priorities of potential EV customers compared to early adopters, particularly around reliability, safety, and overall value. For example:
- 65% of drivers in China believe that the future belongs to electric cars, and 44% of non-EV owners in China plan to buy an EV in the next 5 years.
- Germany (37%) and France (36%) are skeptical about an EV-dominated future.
Guiding Automakers Through the Next Phase of EV Adoption
To get more people to buy electric vehicles, Accenture encourages companies to take a life-centric approach that fully understands future EV buyers’ values and expectations, including concerns from fleets across the industry.
Automakers should prioritize smart features, charging comfort, and the flexibility of owning an EV on top of reliability, safety, and value for money. Automakers can manage this transition by fully understanding the different mindsets behind EV adoption and developing products and experiences that align with core customer and commercial fleet desires.
“The future of mobility is electric, with EVs being the most viable solution for sustainable transportation. Backed by ongoing developments in energy infrastructure and regulations, the automotive industry should maintain its strategic shift to cross the ‘early adoption chasm’ and reach all market segments,” Reers said.
Automakers should keep their long-term commitment to the EV market, focusing on traditional car features and improving battery performance to mitigate range concerns.
