Emotion is Among the Biggest Motivators For EV buyers

Emotion is Among the Biggest Motivators For EV buyers

Connecting with consumers’ emotions and personality is more likely to ignite interest in battery electric vehicles.

Courtesy of The Buzz EV News, by David Sickels

As new-car buyer personas continue to evolve, connecting with consumers’ emotions and personality is more likely to ignite interest in battery electric vehicles (BEVs). This diverges from the long-standing industry narrative that environmental benefits are what drive BEV adoption, creating a great opportunity for brands to expand their messaging and embrace new customers with a varying mix of values, lifestyles and attitudes.

The environmental and running cost credentials of BEVs are clear, but relatively few car buyers are motivated by such a narrow range of rational criteria. In 2022, 43% of car buyers acknowledged the environmental credentials of BEVs as a benefit, but the same factor ranks only ninth out of 19 in a hierarchy of most important car-buying criteria, thus revealing the environment’s limited role in impacting purchases. Now, there is a deeper layer of emotionally-charged motivations underpinning the decision to purchase a BEV.

Those are the latest findings of the 2022 EVForward Europe in the U.S. and Europe.

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