Study: Cross-Industry Partnerships Increase BEV Purchases

Study: Cross-Industry Partnerships Increase BEV Purchases

Escalent’s study found consumers were more likely to purchase a BEV if a carmaker partnered with a tech brand.

EV intenders, consumers who are more than 15 times more likely to purchase a battery electric vehicle (BEV) than the average new-car buyer, are more likely to consider purchasing a BEV when the automaker has a partnership with a charging or technology brand, according to Escalent’s latest EVForward study findings. These types of partnerships provide automakers with the opportunity to attract new customers and improve on core BEV attributes, Escalent said.

The study found that BEV purchase consideration would increase by an average of 29% if a preferred automaker partnered with one of the top five public charging brands, and 22% if it partnered with one of the top five technology brands.

These are the latest findings of the 2023 Brand DeepDive report from EVForward, a large, comprehensive study of the next generation of electric vehicle buyers. The research program was developed in 2019 by Escalent, a data analytics and advisory firm with experience counseling global automotive companies. The EVForward Brand DeepDive explores the next generation of EV buyers’ perceptions of auto, charge network and tech brands and how those perceptions interact.

Public Charging Brands

The study found that more than half of new-car buyers (54%) do not have a preferred charge point operator (CPO). Of those who have a preference, 29% of new-car buyers prefer Tesla and only a small proportion prefer charging brands such as ChargePoint (4%) and Electrify America (3%), among others. Nearly three in four new-car buyers would be very or somewhat likely to use a CPO that is the preferred partner of their primary vehicle brand.

“With charging being a key concern for consumers, if an OEM were to partner with a charging network, many of those concerns may dwindle and result in an improved charging experience,” said K.C. Boyce, automotive, mobility and energy vice president at Escalent. “A partnership could take the form of custom charging programs or membership privileges and discounts. OEMs have an advantageous negotiating position with CPOs, since partnering with an OEM would likely result in a broad boost to that CPO’s brand strength and customer recognition.”

Technology Brands

Nearly all technology brands achieve universal familiarity among new-car buyers, with brands such as Amazon, Apple, Facebook, Google, Microsoft, Samsung, Sony and Uber achieving nearly 100% recognition. However, most tech brands achieve little association with BEVs, with only 11% of new-car buyers on average associating any one of the tech brands tested with BEVs.

EV intenders are more likely to think that Apple (56%), Google (50%), Microsoft (49%), Intel (47%), Samsung (39%) and Sony (28%) would be good partners for an existing automaker in the design of a future BEV, which is encouraging for existing OEM partnerships such as Google-Polestar, Google-Volvo and Sony-Honda.

“Automakers should consider these types of partnerships to attract new customers and improve perceptions of core BEV attributes around innovation and technology,” said Nikki Stern, senior insights manager on Escalent’s Automotive & Mobility team. “Most technology brand partnerships increased BEV purchase consideration among new-car buyers; however, brands like Facebook and Uber negatively impacted purchase consideration. When deciding which technology company to partner with, automakers need to carefully consider consumer sentiment before locking in a deal that has the potential to stifle sales.”

Brand Dynamics

Tesla is competition for both mainstream and luxury brands, with the Tesla brand having the strongest awareness of its BEV offerings out of all 52 automakers tested. Tesla is the number one brand that luxury owners would consider purchasing a BEV from, and the number two brand from which mainstream owners would consider purchasing a BEV.

Mainstream EV Intender Top Five BEV Brand Consideration

  • Toyota (55%)
  • Tesla (50%)
  • Honda (44%)
  • Ford (41%)
  • Chevrolet (32%)

Luxury EV Intender Top Five BEV Brand Consideration

  • Tesla (56%)
  • Mercedes-Benz (47%)
  • Audi (44%)
  • BMW (43%)
  • Lexus (43%)

“OEMs previously included Tesla as an anomaly that was outside of their competitive set, but now legacy OEMs need to consider the Tesla brand carefully as legacy OEMs develop new EV products,” added Stern. “With cities, regions and companies making goals to go all in on BEVs in the coming years, it’s a race among automakers to see who can win the largest share of the market with EV adopters.”

You May Also Like

Zum EV’s Prakash Named 2024 Innovator of the Year

Dr. Pallav Prakash will receive the honor from Student Transportation News on July 14 in Reno, Nevada.

Zum EV's Prakash Named 2024 Innovator of the Year

Dr. Pallav Prakash, the EV Program Manager for Zum, has been named the 2024 Innovator of the Year by Student Transportation News (STN). The award "recognizes an individual who has made significant, tangible contributions to the industry." Zum said Prakash was honored for his "exceptional leadership and pioneering work to electrify Zum's school bus fleets."

Polestar Vehicles to Use TactoTek Smart Surface Technology

The technology allows lighting features and human machine interfaces that are more sustainable, the companies say.

UL Solutions to Construct Advanced EV Battery Testing Center

The new testing center in Pyeongtaek, Gyeonggi-do, Korea, will expand current UL Solutions’ battery testing capacity in the region and add EV charger testing capabilities.

US CBP to Use Verdek Chargers for its Ford F-150 Lightnings

US Customs and Border Protection will use this mobile, fully off-grid charging station, complete with dual ports and powered by renewable energy.

Blink Charging Achieves ‘In Process’ FedRAMP Status

Once fully accredited, Blink’s EV charging network will be available to government agencies.

Other Posts
Volvo Cars Starts Production of Fully Electric EX90 SUV

The EX90 is based on its next-gen EV technology base, with a fully electric range of up to 372 miles.

Hitachi Astemo Developing Steer-by-Wire Technologies for EVs

The company is also creating a 360-degree-camera that provides LiDAR-like results for autonomous vehicles.

EVgo Names First Chief People Officer

Keith Hutchison brings over two decades of experience working in human resources within the energy and EV sectors.

NFPA Considers Standard to Mitigate Battery Hazards

The National Fire Protection Association is gauging whether support exists for the development of standards to address known hazards associated with batteries.