How EV adopters make decisions?

Early adopters of electric vehicles (EVs) have generally been categorised as ‘consumers with a conscience’, using the vehicles to symbolise their environmental beliefs (Axsen and Kurani, 2013). However, targeting individuals from this segment has not resulted in wide-spread adoption of this technology. Ignoring those with ‘green’ motivations might have to be the necessary solution to increase demand.

This study aims to assess whether an alternative approach of new market entrants, such as Tesla, in marketing the EV as a desirable gadget, badge of honour and ‘must-have’ brand, is likely to bring about mass adoption and a step-change in sales in this fledgling market. In order to establish whether ‘Gadget-fying’ and premium branding will open up this market for a viable future, this study will seek first-hand insights from consumers and senior marketing managers within OEM’s. The project will also explore the implications for these emerging brands, the traditional automotive OEMs, channels of distribution and policy-makers. Furthermore, this investigation will also highlight how consumer behaviour is changing in relation to EVs and it will provide an assessment of how important branding has become in marketing EV’s.

Research findings indicated that the consumers were attracted to the status of EVs and that they viewed these products in a fashion similiar to phones or tablets. However, concerns were enduring about the limitations of EVs, which indicated that these vehicles may not be in as strong a position as other gadgets. This does suggest that there is an element of disruptive innovation given that EVs do not satisfy all performance standards.