Towards 2035: the impact of electromobility on consumer behaviour. The strategy of premium carmakers to overcome customer biases an create a demand that does not exist.

Abstract

One of the biggest arguments that is discussed nowadays is the issue of “climate change”, what it represents for nations and for the future generations. Different countries show different attitudes when talking about importance, triggering factors, consequences and ability to cope with the changes this brings. It is important to mention it because it is the starting point of a demand that did not exist before and that is faced through electric vehicles. Since three main market players have been identified in this transition, the issue is analysed following three perspectives. The first one aims at describing the landscape where the transition inserts itself, meaning all the interventions implemented by the policy maker in terms of infrastructure and incentives. The second point of view is the one of the customers and it is addressed by a survey that identifies the biases that prevent them the most from buying electric vehicles. The last perspective is given by premium car makers like Audi, BMW and Mercedes and their strategies to face a demand that is not so developed. The choice of premium segment is not random, but it is made because the purpose is to address biases that go beyond the price; indeed, I assume that if customers can afford cars of that segment, they have an income which is above the average. The final chapter aims at finding the company that is better responding to the biases mentioned. To do so, the focus is on BEV registrations, since numbers are an objective answer.