MHP Consulting: Personalising EVs to Boost Sales Growth

As EV sales growth to private consumers slows, automotive manufacturers face new challenges. To have EVs account for 22% of total vehicle sales this year and 80% of new cars zero-emission by 2030, OEMs need effective strategies to meet these ambitious targets.

According to Amelia Iredale, Manager of Electrification and Sustainability at MHP Consulting UK and Andrew Whitehouse, Mobility and Immersive Experience expert at MHP Consulting UK, the focus should be understanding customer needs.

They stress: "OEMs must develop a deep understanding of their customers, creating a 360-degree view of their target audience and using driver personas to craft personalised messages and offers that resonate with individual lifestyles."

Understanding EV Driver Personas

Amelia and Andrew point out that while early adopters have already embraced EVs: "A broader acceptance among consumers remains slow, with traditional driving habits still holding strong."

While fleet sales have helped temporarily, OEMs must create engaging customer journeys that directly appeal to diverse personas, encouraging them to switch to EVs more swiftly.

Consumers' decision to adopt an EV varies greatly, with each group harbouring specific concerns. Amelia and Andrew explain: "Common reservations include worries about battery range, charging point availability, charging times and financial issues like pricing and battery depreciation."

They further emphasise that environmental concerns like battery disposal are crucial factors in consumer decision-making. "To effectively engage new customers, OEMs must identify and address the unique needs of different consumer groups — from 'enthusiasts' to 'sceptics,'" they highlight.

Creating Positive Messaging Around EVs

"Consumer education plays a pivotal role in easing the transition to EVs," asserts Amelia and Andrew.

Addressing concerns like charging infrastructure is essential, especially considering the Society of Motor Manufacturers and Traders' estimate that the UK will need 2.3 million public charging points by 2030.

They note: "With only 64,000 public charge points available as of June 2024, this highlights the importance of accelerating infrastructure development."

The government has pledged to boost infrastructure investment, transforming fuel stations into charging hubs in partnership with retailers.

Amelia and Andrew added: "Automotive brands like Tesla are opening their charging networks to other manufacturers to improve accessibility."

The upcoming Public Charge Point Regulation in November 2024 will standardise pricing, simplify payments and ensure reliable access to charging points, aiming to make EV charging more convenient.

Innovative solutions like subscription-based charging services are emerging, particularly for urban residents without home charging options.

"These services use charging vans for overnight, on-street charging, making EV ownership more accessible for those living in flats or terraced homes," they mention.

On-demand mobility services, such as vehicle rentals and subscription models, offer hesitant consumers a chance to experience EVs without long-term commitments.

Seamless Customer Journey Integration

To effectively guide potential EV buyers, Amelia and Andrew emphasise the need for OEMs to consider consumer behaviour throughout the purchasing journey.

They state: "While some buyers prefer a fully digital experience, most still value a blend of online research with in-person interactions like test drives."

It reinforces the importance of dealerships as a critical touchpoint in the customer journey.

The shift to an agency model in EV sales has sometimes strained OEM-dealer relationships.

According to Amelia and Andrew: "For manufacturers to hit their sales targets, they need to combine in-depth customer insights with the local knowledge of dealerships. By working together, they can create personalised offers and seamless experiences for diverse customer personas."

A Transforming EV Landscape

As charging infrastructure improves and consumers become more familiar with EV technology, Amelia and Andrew believe "the shift towards electric mobility will naturally gain momentum."

They note that for many drivers, experiencing an EV courtesy car while their traditional vehicle is in for service may be the first step toward making the switch.

To increase conversion rates among hesitant customers, they suggest: "OEMs should focus on making EVs easily accessible to the 'considerers' and 'persuadable' in their target audience."

By leveraging data-driven insights, car manufacturers can engage these groups effectively, leading to a smoother transition from Internal Combustion Engine (ICE) vehicles to electric.

Amelia and Andrew conclude: "Through robust consumer education, personalised messaging and enhanced customer experiences, automotive manufacturers can lead a significant shift in driving behaviour."

They stress that a comprehensive strategy, using insights from every customer interaction, is essential for converting traditional drivers into EV enthusiasts and ensuring a successful transition to a greener future.

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