Carmakers Must Consider EV Buyers’ Different Habits

Online carbuyers are increasingly hunting for EV transport solutions but in a markedly different way than traditional ICE consumers, according to a UK car brand analyst.

It claims EVs have become the fourth biggest automotive segment for online research ahead of sports cars, city cars and midsize executive segments. With 5.44% of all visits in 2018, electric cars still falls a very long way short of the top three segments, compact, supermini and SUVs with the latter representing 37.48% of all automotive model online activity in 2018.

However, Sophus3’s analysis suggests potential EV buyers spend 33% more time on model pages than a traditional car buyer and those requesting a test drive spend more than 70% extra time on their chosen model page. It claims EV potential buyers do not follow traditional online automotive behaviors, viewing alternatives across, rather than within, industry segments.

The Nissan Leaf tops the charts for electric car research in 2018 with the Mitsubishi Outlander PHEV in at second, followed by the VW e-Golf in third. Scott Gairns, Sophus3, managing director, said: “For car brands to exploit this growing interest, it is vital to understand how potential carbuyers behave when on electric car sites, what they are looking for and where they have come from. If electric car adoption is to integrate with the current imbalance between consumer, political and industry demand and challenges, then understanding how potential electric car adopters are searching and what information they are searching for is vital.”

— Paul Myles is a seasoned automotive journalist based in London. Follow him on Twitter @Paulmyles_


Leave a comment

Your email address will not be published. Required fields are marked *