EV adoption rests on a complex interaction of circumstances and attitudes that evolve as different consumers enter the market. Word-of-mouth from existing EV owners is one of the keys to unlocking future growth, but 36% of European EV owners say they’re unlikely to buy another one.

Winning over future EV buyers thus takes more than the “same old” approach. Brands must listen to consumers and embrace buyer motivations rooted in new emotional aspirations for ownership. To do so, Escalent’s KC Boyce, a globally known speaker on EVs, shared insights into the next EV buyers based on 30,000 consumer interviews over three years in France, Germany, Italy, Spain and the UK at the IAA Mobility 2023 conference in Munich on September 7.