A global automaker needed to stand out in the crowded electric vehicle (EV) market. To do that, it wanted to remove key roadblocks for prospective car buyers—but it didn’t know which barriers mattered most.
The automaker turned to Escalent to identify the EV shopper pain points that, if solved, would give it a competitive edge.
Using Escalent’s EVForward® insights program—the largest study of the next generation of EV buyers—our experts pinpointed the barriers that most often stopped shoppers from going electric. One pain point stood out: car buyers were frustrated by the extra decision-making and purchase process of choosing and installing a home EV charger, which added unexpected cost and hassle.
We showed the automaker how addressing this barrier could become a powerful differentiator in the EV market.
With Escalent’s guidance, the automaker launched a first-of-its-kind program: every EV purchase came with a free Level 2 home charger and professional installation.
The program generated wide media attention and helped one of its models become a best-selling EV in the country.
Soon after, other automakers followed its lead with their own free charger programs.
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