2024 Electrification consumer analysis - Electric vehicle ownership and intention

To understand consumer sentiment toward S&P Global Mobility forecast technologies, the Battery, Charging and Consumer Insights research teams conduct an annual consumer survey in key markets around the world.

By asking hybrid/EV owners and intenders a series of questions to gauge buying decisions, charging time and method preferences, willingness to pay for charging, and brand influences, analysts are able to develop indices related to consumer confidence and willingness to pay.

Through statistical analysis and machine learning, S&P Global Mobility analysts can extract key factors and weights (coefficients) that explain an application’s feature desirability score and how much consumers are willing to pay for it.

The 2024 S&P Global Electrification Consumer Survey asked nearly 8,000 global participants questions regarding electric vehicles and hybrid vehicles to understand consumer sentiment around: EV/hybrid buying decisions, charging preferences and willingness to pay, general interest in the respective technologies

The 2024 results showed that:  Openness to purchasing an EV has decreased slightly compared with the previous year. However, openness to purchasing a hybrid vehicle increased significantly, indicating a step back from pure electric vehicles toward hybrids. Tesla remains the most associated brand with EVs in the US and in European markets. However, Asian markets tend to associate regional brands more with EVs. Charging concerns related to charging times and availability have replaced high vehicle price as the biggest barrier to purchasing an EV or a hybrid vehicle.