The secret to success is knowing what to do with what your customers want, and then giving. It may seem simple enough, but it is not easy to do. Apple co-founder Steve Jobs had a different philosophy. He said: “People do not know what they want until you show them. That is why we never rely on market research. Our task is to read what is not on the page.

The EV revolution is crucial to reducing carbon dioxide emissions, but that does not mean everyone wants to go out and buy an electric car. Consumers should learn about these new prohibitions, and manufacturers should learn about what their customers want.

Deloitte is an international consulting firm that helps business leaders know what their clients want. Creates surveys and then sells the results to companies willing to pay for them. He has just left his name 2022 Global Automotive Consumer Survey.

according to Drive, He surveyed 927 Americans “driving age” (new cars are not necessarily on the market) and found that 69% did not want any contact with hybrids, plug-ins or battery-powered vehicles – good old-fashioned internal combustion engines, please and thank you. In fact, only 5% said they were interested in buying a battery-powered vehicle.

Image credit Deloitte

But if you consider the BEV, it should be 518 miles away and the price should not be higher than a normal car. That is not exactly clear. Business Insider The average price of a new car in the United States this week exceeded $ 47,000. Days below entry level car for less than $ 10,000. Are there many electric cars in the US market today that can be purchased for less than $ 47,000? When one comes to the old Canard, how many people can buy EVs because they are so expensive, some consumers may object.

Many Americans who responded to the study thought that one of the main concerns was the cost of installing an electric car charger at home. This is a topic that contradicts simple analysis. Many manufacturers, such as Hyundai and Ford, have developed programs to help EV customers install home chargers, but it is not possible to say exactly how much each load will cost.

Much depends on the client’s personal situation. If a house is rolling with 100 amps service, there may not be room for a new 50 amp breaker to generate an EV charger. Improving electricity service can be costly. The distance from the entrance panel to the garage can be a big factor in the cost of installing the charger, especially if there are foundations that need to be broken to run the wires.

On the other hand, not everyone needs a 50 amp circuit to charge an electric car. If there is a 30 amp outlet for the electric dryer, the proud new EV owner can simply purchase a divider from Neo-Charge or another company that plugs it right into the dryer and the charger that comes with each EV. No electrician to pay. No eV charger to buy.

One interesting finding was that only 11% of Americans thought they would use a public charter, which calls into question the Biden administration’s pressure to install half a million eV chargers across the country. Many said they would charge at the workplace – a) that they would actually drive to another job and b) that their employer had installed or would soon be charging employees.

International discoveries

The Deloitte survey answered more than 26,000 people in 25 countries. The results show a wide range of perspectives from country to country. Below is a summary of the main findings of the survey.

Image credit Deloitte

According to the study, most customers expect the best technology in their car, but they do not really want to pay for it. “Consumer demand for advanced technologies, including alternative power generators and vehicle connections, is limited in most global markets,” says Deloitte. For those who want to drive an electric car, low ownership costs and the need to help in the fight against global warming are paramount.

Most consumers around the world are in trouble with car dealers. Many say they are happy to order a car online, but prefer to take it from a local dealer. This may indicate a level of adaptation to traditional haggling in many new car showrooms, but a desire to know if there is someone nearby who can use the car and adjust things if necessary.

Americans lead the world when they choose to drive themselves instead of relying on public transportation or riding services. A total of 76% have no interest in driving except in a private vehicle. That number has dropped to 43 percent in India. Cultural issues will undoubtedly play a role because the United States has historically chosen roads and parking lots over alternatives.

In China, 76 percent of people say they are open to a subscription service that includes a monthly fee for car ownership and driving costs. In the US, one-third of respondents expressed interest in the enrollment model.

To be taken

There seems to be some contradiction in American thinking. The best-selling cars in the US can’t drive a 500-mile fuel tank, but they expect electric cars to go that far. With an average American driving less than 30 miles a day, the 500-mile drive seems to indicate a level of awareness disagreement. The cars that most Americans choose – light duty pickup trucks and SUVS – can cost as much as $ 60,000, $ 70,000 or more, and there are many complaints about how expensive EVs are.

Maybe Steve Jobs was right. Ignore what people want. Show them what you need to offer and let them adjust their thinking. The demand follows. According to Deloitte data, the United States is still far from embracing electric cars, but public perceptions may change with heartbeat. That fact must be taken into account. ” What people say and buy is usually two different things.

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