Wealthy family fathers affin for electric cars

The typical first buyer is male, between 40 and 50, and lives with children in the countryside

Electric Mini © Vattenfall / Project MINI E
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Well-educated men between the ages of 40 and 50 who are well-to-do, tech-savvy and live in multi-person households in the countryside or in the suburbs are likely the first car buyers to opt for an electric vehicle. This is the result of a recent study that looked at potential first-time home buyers of electric vehicles. Crucial to the purchase is primarily driving pleasure and the positive environmental impact of the vehicle, as the researchers determined.

Germany's industry and the federal government have the goal of driving at least one million electric vehicles on Germany's roads by 2020. Achieving this requires targeted and effective measures. However, these are only possible if the target groups are clearly defined. Identifying and describing the potential first customers was the goal of the study by the Fraunhofer Institute for Systems and Innovation Research ISI and the Institute for Resource Efficiency and Energy Strategies (IREES). On behalf of the Federal Ministry of Economics and Technology, the research team investigated which individuals with which properties are the most likely first buyers of electric cars.

Tech-savvy, wealthy men are the first

According to the study, men between the ages of 40 and 50, who are tech-savvy and earn above-average income, are the most important potential buyers. They live in the countryside or in smaller cities, mainly in multi-person households with children. However, economic benefits from the low cost of ownership of electric vehicles are not important to their purchasing decisions, as electric vehicles are not currently perceived as economical - their initial cost is considered too high by most potential buyers.

For the acceptance of a higher purchase price play a positive environmental impact of electric vehicles and driving pleasure, which is especially by the better acceleration compared to conventional vehicles is suspected, a significant role. The positive environmental impact and the good acceleration behavior of the electric cars therefore represent unique selling points of these vehicles, which can lead to a positive purchase decision in the case of the potential early adopters. However, the additional charge accepted for these unique selling points is significantly lower than today's additional costs compared to conventional vehicles.

Age of buyers increases with time

Since the tech-savvy men with car purchase intention between 40 and 50 are presumably not sufficient to reach the goal of one million electric cars, the scientists determined further possible groups of buyers: Significantly, for example, some older people are appointed Over 50 men with high technology affinity. Due to demographic change alone, the age of the potential Early Adopter will probably increase. A possible additional group are well-off retired persons. For them, the technical aspects, their environmental awareness and the desire to drive a special car are decisive. In addition, the electric car must meet their sophisticated, age-appropriate comfort requirements. display

A large group of potential Early Adopter also make very environmentally aware people, but they depend on a car. The study shows that the more "normal" electric vehicles become in everyday life, the more meaningless the role of technology interest will be as a possible buying motive. Instead, the environmental relief decides whether to buy or not.

Although the potential early adopters have a rather above average income, the current price for electric cars is one of the biggest obstacles besides the limited range. for the purchase of your own vehicle. For the further dissemination of electric cars, therefore, the purchase price would continue to fall, according to the study by Fraunhofer ISI.

High usage intensity of the vehicles influences the economic evaluation. For this reason, the research team of Fraunhofer ISI recommends looking at the business vehicles in addition to the private cars, as the commercial vehicle owners currently account for a very large proportion of the current buyers or users of electric vehicles. Due to the generally high share of commercial buyers in the registration of new passenger cars as well as the often better economic efficiency of electric vehicles due to their high mileage, this group of buyers is of great importance for the spread of electromobility to go out in the coming years.

(Fraunhofer Institute for Systems and Innovation Research (ISI), 25.05.2012 - NPO)