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Consideration for pure EV is high

Gary Wu

Chief Research Officer

Auto 25.05.2016 / 05:00

eCar 2 col

But lack of public charging infrastructure prevents people from placing orders.

A new joint report by TNS Sinotrust and China Auto Finance magazine showed that 60% of all surveyed potential car buyers said they were either “plan to buy pure EV (electronic vehicle)” (14%) or “will consider to buy, but will not buy in near future” (46%).

纯电动汽车购买考虑分布

The underpinning finding of the report suggests that the lack of public charging infrastructure is the most apparent bottleneck that prevents the massive potential of pure EVs from being realized.

In the key factors that influences the purchasing decision, “the range of battery, charging time and ease of charging” (87%) is on top of the list. In contrast, “brand, price, tax reduction/government subsidy” (48%) ranked only third, lower by nearly 40 percentage points.

 纯电动车购车关键考虑因素

For those who have actually driven in a pure EV, the biggest complaint is “there are too few public charging stations or piles in the city” (70%).

实际使用缺点

In terms of expectation for governments’ actions, “accelerate infrastructure construction” (62%) also outperforms “give bigger pure EV purchasing subsidy” (58%) to become the potential buyer/existing owners’ biggest appeal for the government.

对政府的期待

And for those who are not considering buying an EV, two out of the top three reasons are related to driving distance and charging, ie. “battery range is too limited” (69%) and “no convenient to charge” (41%).

不考虑购买原因

The report has also found that first-hand experience is the most efficient method to boost purchasing consideration. For those who have had driven a pure EV, the proportion of “planning to buy” is 10 percentage points higher than those who’ve never driven one (16% vs 6%), while that of “will consider to buy, but will not buy in near future” is 11 percentage points higher (55% vs 44%).

The major methods to get such a driving experience, except driving one’s own EV (29%), include “rent” (32%), “test drive” (24%) and “corporate vehicle” (15%).

Many consumers now hold a positive attitude towards pure EVs’ future, and its sales have had significant growth in general. But our research has shown that to enhance buyers’ purchasing intention further, automakers should encourage EV rental business, create more opportunities for people to test drive pure EVs and have their first-hand experiences.

As for the government, it should accelerate the construction of charging infrastructure, especially in public leisure venues, and roll out a unified standard for charging facilities. These measures can fully unleash people’s demand for EVs which has been held back for various reasons.

Source: Kantar TNS Siinotrust

Editor's notes

This report was jointly launched by TNS Sinotrust and China Auto Finance magazine which was part of 21 Century Media on May 18 in Beijing at 2016 China Automobile Innovation Summit.

The survey was conducted between March 24 and April 24, 2016 through online surveys. Total sample size was 687.

The geographical distribution of the samples is:

* Cities with policies to limit automobiles’ usage on the road or access to private car plates: (Beijing, Shanghai, Guangzhou, Shenzhen, Tianjin, Chongqing, Chengdu, Wuhan, Hangzhou, Changchun, Lanzhou, Guiyang, Jinan, Harbin): 56%

* Tier-2 cities (Provincial capitals and developed cities): 20%

* Tier-3 cities (Important prefecture-level cities): 11%

* Tier-4 cities (other cities): 8%

* County-level cities and townships/villages: 5%

To request a full copy of the report, please send email to marketing@tns-sinotrust.com.

 

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