Electric Vehicles: An Assessment of Consumer Perceptions Using Importance-Performance Analysis

Abstract

The electrification of vehicles represents a promising measure for decarbonizing the transport sector. Several countries worldwide have created incentives to promote the mass adoption of electric vehicles (EVs) to mitigate the environmental and energy effects caused by the increased road transport demand; however, many consumers remain skeptical about EVs.

Consumer perceptions and concerns are critical for evaluating a product’s market position, identifying opportunities for improvement, and guiding strategic planning. The importance-performance analysis (IPA) represents a simple and effective technique for assessing consumer acceptance of product attributes that have been used in diverse fields.

This study aimed at identifying the key EV attributes that require more attention from policymakers and manufacturers to improve consumer satisfaction. It analyzed survey data of 278 Norwegian EV owners and identified that instrumental aspects (i.e., driving range, battery recharging time, safety function, energy efficiency), winter driving quality, and environmental effects of EVs, are the most decisive factors when considering what car to buy. The results showed that EVs perform best with respect to environmental aspects, winter driving quality, and interior and exterior design. Finally, based on the IPA results, policymakers and car manufacturers should focus on the instrumental aspects, cost aspects, and winter driving quality of EVs to make EVs more attractive to consumers.

Our findings provide policymakers and EV manufacturers with a deeper understanding of the needs and perceptions of EV owners with respect to EV attributes, thus helping them develop and implement better strategies for improving the attractiveness of EVs.