Electric Vehicle Features Deep Dive

Case Study

Published October 2023

We started tracking Electric Vehicle brand health since June 2021 on legacy automotive brands (e.g. Ford, Toyota) as well as “new age” EV makers (e.g. Tesla, Rivian). This study is an extension of our Electric Vehicle Brand Health Tracker study, and a deep dive on consumer needs and preferences focused on the United States, Germany, and China.

Overview

Sparked by curiosity arising from Langston’s ongoing Electric Vehicle Brand Health Tracker, the Langston team ran a deep dive on consumer needs and preferences focused on the United States, Germany, and China. Specifically, this research wanted to understand what matters most to consumers across markets, how they rate brands on those priority elements, and how they predict their preferences and needs will change in the future. This report uncovers these insights alongside their strategic implications for both upstart and established EV brands.

Insights

Insight 1: EV considerers in China are more focused on technology features than their German and American counterparts.

However, in all three markets Reliability/ Durability and Best-In-Class Safety stand out as table stakes (necessary but insufficient conditions for brand consideration), while Comfort is a top brand differentiator in the United States and Germany and a Delightful In-Car Experience is in China.

The technology-focus of Chinese consumers is expected to continue in the future, indicating that unique product innovations will be more attractive to this audience.

Insight 2: Chinese and German consumers perceive German brands (like Mercedes, BMW, and Audi) as delivering best on Reliability/Durability, Comfort and Safety while Americans tend to rank Japanese brands (Toyota and Honda) as most Reliable/Durable. Consumers across all three markets perceive Tesla as offering a Delightful In-Car Experience/Technology and good Fuel Efficiency.

Insight 3: Consumers in all three markets prioritize innovative features that will save them time and keep them safe.

Features that make the overall experience more delightful – like Rear-Seat Entertainment, In-Car Karaoke, and Ambient Lighting – are important, but only matter alongside features that uphold safety and convenience, which are core aspects of an enjoyable drive.

It is worth noting that Fast Charging and Battery-Swap Capability, two features that directly address range anxiety, rise towards the top. This indicates that innovative technologies, like NIO’s battery-swap

stations, will resonate with consumers and increase brand consideration, which is necessary in a crowded competitive landscape.

Insight 4: When it comes to brands perceived to “lead the way” and innovate within the EV space, Tesla shines. Mercedes performs well across markets, while Chinese brands Nio and BYD are seen as leaders in their home market. Toyota and Audi land in second place in the US and Germany, respectively.

DISCLAIMER: We base our research, recommendations, and forecasts on techniques, information and sources we believe to be reliable. We cannot guarantee future accuracy and results. The Langston Co. will not be liable for any loss or damage caused by a reader's reliance on our research.

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In order to conduct unbiased and objective research, this study was privately funded by The Langston Co. We did not receive endorsement or financial support of any kind from any third party.

Thanks for taking time to read our research. With questions, comments, or suggestions about this study, please contact us at contact@thelangstonco.com.