A global automotive manufacturer sought to understand the growing potential for electric vehicle (EV) adoption across key markets in Southeast Asia and South Asia. This study aimed to explore consumer perceptions, identify barriers, and uncover motivators for EV adoption, with a particular emphasis on urban millennials and middle-income families in India, Indonesia, Vietnam, Thailand, and the Philippines.
The automotive industry is undergoing a paradigm shift as EVs gain traction worldwide. However, in emerging markets like Southeast and South Asia, the transition faces unique challenges such as infrastructure gaps and cultural nuances. To successfully expand their EV portfolio in these regions, the client required in-depth insights into consumer attitudes, preferences, and market readiness.
To achieve the study’s objectives, a comprehensive mixed-method approach was executed:
- Quantitative Phase:
- Sample size of 5,000 respondents distributed equally across all five countries.
- Respondents were drawn using stratified sampling across demographics via online panels.
- Advanced survey techniques, such as MaxDiff and Conjoint Analysis, were employed to gauge feature preferences and determine willingness to pay.
- Qualitative Phase:
- Conducted 150 in-depth interviews (IDIs), equally split among the countries.
- Online bulletin boards involving 150 respondents were carried out over seven days to capture detailed “day-in-the-life” insights.
- Collected 150 ethnographic videos showcasing mobility behaviors and infrastructure-related challenges.
- Samples within each country included a mix of current car owners and potential EV adopters (intenders).
The research revealed several critical insights:
- Perception Gap: While awareness of EVs is high, consumer trust in safety and battery life remains moderate.
- Price Sensitivity: 74% of respondents emphasized that EV prices must align with petrol car prices to drive adoption.
- Key Motivators:
- Environmental consciousness.
- Savings on fuel costs.
- Availability of government subsidies.
- Key Barriers:
- Limited charging infrastructure.
- Concerns over resale value.
- Anxiety related to EV range.
The findings provided the client with a strategic roadmap to refine their EV go-to-market strategy. Key recommendations included:
- Introducing urban leasing models tailored to the lifestyle of urban millennials and middle-income families.
- Establishing localized charging infrastructure partnerships to address charging-related barriers.
- Crafting launch campaign messaging tailored to each country’s unique psychological and emotional drivers identified through qualitative research.
Armed with these insights, the client recalibrated their regional EV strategy across ASEAN markets. This approach led to the alignment of product offerings with consumer expectations, improved market communication, and greater preparedness to address infrastructure and perception-based challenges. The recommendations paved the way for a more targeted and impactful market entry strategy, ensuring a competitive edge in the evolving EV landscape.
