THE STUDY AT A GLANCE
- 25% plan to buy electrified cars in the next three years
- For half of the respondents, electric vehicles should have a range of at least 500 kilometres
- Tesla is the best-known e-car brand, but VW and BMW models are more popular when it comes to buying a car
Students are ready to pay almost 3,000 euros extra for electric cars
Erfurt, 16 December 2020 - IUBH International University of Applied Sciences, one of the largest universities in Germany with over 40,000 students, today presents the results of the first Mobility Compass Study. The study surveyed over 2,500 students and paints a varied picture of opinions on mobility and electric cars among tomorrow's car buyers. It turns out: Potential buyers are willing to pay more, but the range and charging times of e-cars still discourage many of them.
While the most important reason for buying an electric vehicle is the environmental benefits - 41% of the respondents explained that practical aspects such as cost and range are ultimately decisive when it comes to making a decision. The study shows, for example, that people only actually consider buying a car when the range exceeds 500 kilometres. At the same time, it is also clear that people are willing to pay a higher price for electromobility. Tomorrow's buyers are prepared to pay an average of 2880 euros more for an electric car than for a conventional combustion engine.
The high business potential for German car brands in an unusual location
Tesla has clearly positioned itself as the best-known brand, with one in two respondents being familiar with the US company's e-cars. BMW follows far behind with 16% public awareness of its electric vehicle range, although individual models have been available longer than those from Tesla. Volkswagen (9.1%), Audi (5%), and Renault (4%) follow in the next ranks but are significantly less popular among the respondents than Tesla.
However, there is good news for German car brands when it comes to real purchasing decisions: The picture is different when the question arises as to which brand is considered when purchasing an electric car. Especially in the case of entry-level models, VW is ahead with 28%, followed by BMW with 14%, and Tesla is only in third place with 11%.
"Mobility Compass" uncovers the wishes and needs of future car buyers
Electromobility is one of the most important growth topics within the automotive industry. The study aims to find out the actual preferences and needs of the target groups aside from the public debate. To derive trends and developments in user behaviour, the IUBH International University of Applied Sciences created this study in order to launch an annual Mobility Compass. As part of their dual studies at the IU International University, students can thus participate in practice-oriented research projects and provide the participating partner companies with important inputs.
Prof. Dr. Christian Lucas, an expert in marketing and communication, classified the results: "The study shows how the immense sales potential of the mass market for electromobility in Germany can be actively boosted. Therefore, the automotive industry should use the remaining time to adapt its marketing and communication efforts to meet the true needs of the future generation of buyers."
For more information on the study, please click on the following link.
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IU Internationale Hochschule
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