2024年美國(guó)電動(dòng)汽車(chē)報(bào)告-2024-06-新能源

UNITEDSTATES

Chargingforward

ExploringtherisingtrendofelectricvehicleownershipandconsiderationintheUS.

Livingconsumerintelligence|/business

2Chargingforward:USelectricvehiclesreport2024

Thefuture’selectric?

Americansaremorelikelytoconsideranelectricvehiclethaneverbefore,with28%ofthoselikelytobuyavehicleinthenext12monthsconsideringanelectricengine.

Butwhoaretoday’selectricvehicleowners,andwho’sconsideringbuyingoneinthenext12months?

LeveragingYouGovProfilesandYouGovBrandIndex,thisreportexploresthe

demographicdetailsofcurrentelectricvehicleownersandthoseintendingtobuyinthenext12months,thekeyfactorsthatdrivepurchaseconsideration,andthe

advertisingchannelsthatgrabtheirattention.Wealsorevealthetop10vehiclebrandsrankedbyconsiderationamongelectricvehicleintenders,aswellasthevehiclebrandswiththegreatestrankingimprovementsyear-on-year.

Getintouch

Exploremoredata

3Chargingforward:USelectricvehiclesreport2024

Methodology

TheinsightsinthisreportaredrawnfromYouGovProfilesandYouGovBrandIndex.

YouGovProfilesisanever-growingsourceoflivingconsumerdata,with2million+datavariablesfromYouGov’s27+millionglobalpanelmembers.

YouGovProfilesisa52-weekdataset,withdatacollectedcontinuouslyandupdatedweekly.Unlessotherwisespecified,insightsinthisanalysisreflecta52-weekmovingaverage,andassuchshouldbeinterpreteddirectionally.

Thedatasetusedfortheanalysisare:

2024-Profiles+USA2024-02-18

2021-Profiles+USA2021-02-07

Electricvehiclebuyersaredefinedasrespondentswhosepurchaseintentistobuyanewvehiclewithfueltype:electricinthenext12months.

Non-electricvehiclebuyersaredefinedasrespondentswhosepurchaseintentistobuyanewvehicleinthenext12months,withpreferenceofanyfueltypeoptionsexceptelectric.

Brandrankingsarebasedonthedatafromouralways-onbrandtracker,YouGovBrandIndex,whichtracksbrandsacross16vitalbrandhealthmetrics.

Wehavehighlightedvehiclebrandsthatareleadingbytheconsiderationscoresamongthosewhointendtobuyanewelectricvehicleinthenext12months.Considerationscoresareroundedtothenearestdecimalpoint.Brandsmusthavescoresavailableforatleast183daystoqualifyfortheranking,andthe

timelinefortheanalysisisMarch1,2023,toFebruary29,2024.Wehaveincludedvehiclebrandsbyconsiderationscoresamongelectricvehiclebuyersbydifferentagegroups.Topimproverswereidentifiedbycomparingelectricvehiclebuyers'considerationscoresfromMarch1,2023,toFebruary29,2024,againsttheirconsiderationfromMarch1,2022toFebruary28,2023.Brandsmusthavescoresavailableforatleast548daystoqualifyforthisranking.

Exploremoredata

Getintouch

4

Chargingforward:USelectricvehiclesreport2024

Introducing:

YouGovAutomotive

CategoryView

ExploredetailedinsightsfromtheautosectorwithYouGovAutomotiveCategoryView.

?Understandelectricvehicledrivingandcharginghabits,motivationsforchoosingthemovergasvehicles,andpinpointpotentialEV

customers.

?Identifyshiftstowardcompactvehiclesandthereasonsbehindthesechoices,includingrelateddrivingbehaviors.

?Examinehowoftenconsumersvisitgasstationsandautoservices,alongwiththeirbrandpreferences.

FuelyourautointelligencewithYouGovAutomotiveCategoryView.

Getstarted

5Chargingforward:USelectricvehiclesreport2024

Electricandhybridvehicleownershiphasdoubledsince2021

Gasstillholdsthelion’sshareofthemarketwith81%ownership,butthishasdecreasedby10%since2021.Hybridandelectricvehicleownershiphavebothseengrowthtrendsyear-on-year.

Electric

Hybrid

9%

4%

4%

2%

20212024

20212024

Gas

81%

20212024

91%

YouGovProfiles+USA,February2024,February2021;Buyerswhocurrentlyown1+vehicle(n>25,000)

6Chargingforward:USelectricvehiclesreport2024

Whoareelectricvehicleownersin2024?

42%ofelectricvehicleownersnowbelongto30-44agegroup(+5ppsince2021).

TherehasbeenanincreaseinEV

ownershipamongAmericansinthelowerhouseholdincomebracket

(lessthan$99,999)since2021.

YouGovProfiles+USA,February2024,February2021;EVCarOwners:OwnatleastoneEVvehicle(n>400)

YOUGOV

Age

42%

37%

33%

22%

16%

8%

35%

7%

18-2930-4445-64

16%

65+

16%

52%

Grosshouseholdincome

55%

27%

24%

Lessthan$99,999$100,000-$199,999$200,000andmore

20212024

7Chargingforward:USelectricvehiclesreport2024

28%

ofAmericanswhointendtobuyavehicleinthenext12monthsareconsideringanelectricengine.

Morethan1in4Americanslikelytobuyavehicleareconsideringanelectric

engine

YouGovProfiles+USA,February2024;EVbuyers:Intenttobuyanewvehicleinnext12months(n>1,000)

8Chargingforward:USelectricvehiclesreport2024

What’sdrivingelectricvehicleadoption?

ThemajorityofAmericanswhoarelikelytobuyanelectricvehicleinthenext12monthsciteprotectingtheenvironmentasareasontopurchase,withlower

runningcostsplacingsecond.

YouGovProfiles+USA,February2024;EVBuyers(n>100)

YOUGOV

Reasonsforpurchasinganelectricvehiclein2024

ToprotecttheenvironmentLowrunningcosts

IlikethebrandIthasuniquefeatures

Reducedcostoffuel

Ilikeusingthelatesttechnology

IlikehowsilentthesetypesofcarsareLowinsurancecosts

FutureproofingIlikethedesignofthecar

61%

46%

34%

31%

29%

24%

24%

24%

22%

22%

Electricvehiclebuyers

9Chargingforward:USelectricvehiclesreport2024

What’sstoppingAmericansfromgoingelectric?

TheupfrontcostofelectricvehiclesistheprimaryreasonAmericansdecidenottopurchaseanelectricengine,closelyfollowedbychargingtimeandthelimitedsupplyofchargingstations.

Initialcostishigher

40%

Chargingtime

36%

Therearenotenoughchargingstations

31%

Hassleofcharging

30%

Longevityofbattery

30%

Donothavecapability/spacetochargeathome

28%

Rangeofmodelstochoosefromisreduced

26%

Lowperformanceintermsofspeed

20%

Lowmileagerangeatfullcharge

18%

Financialbenefits,taxbreaksandlegislationareconfusing

15%

Reasonsnottopurchaseanelectricengine

2024

Exploremoredata

YouGovProfiles+USA,February2024;Non-EVBuyersexcludingNAfromreasonnottopurchase(n>3,000)

Getintouch

10Chargingforward:USelectricvehiclesreport2024

Whoareelectricvehiclebuyers?

Electricvehiclebuyersaredefinedasrespondentswhosepurchaseintentistobuyanewvehiclewithfueltype:electricinthenext12months.

11Chargingforward:USelectricvehiclesreport2024

Electricvehiclebuyersaremorelikelytobe

35-44andliveintheWest

Electricvehiclebuyerspredominantly

fallwithinthe35-44agegroup,whereasnon-electricbuyersaremorelikelytobeaged55andabove.

Asubstantialmajorityofelectricvehicle

buyers,approximately64%,areemployedfull-time.

YouGovProfiles+USA,February2024;EVBuyers&Non-EVBuyers(n>1,500)

YOUGOV

Age

14%

28%

15%

29%

27%

20%

16%13%

22%

14%

18-24

25-34

35-44

45-54

55+

33%

25%

33%

Region38%

19%

19%

18%

14%

South

Electricvehiclebuyers

NortheastMidwestNon-electricvehiclebuyers

West

12Chargingforward:USelectricvehiclesreport2024

Thefutureisbrightforelectricvehiclebuyers

56%ofelectricvehiclebuyersexpecttheirhouseholdfinancialsituationtoimproveinthenext12months,

versus51%ofnon-electricvehiclebuyers.

Financialoutlook–next12months

56%

31%

ofelectricvehiclebuyers

expecttospendmorethan$50,000ontheirnext

vehiclepurchase,versus22%ofnon-EVbuyers.

51%

26%27%

16%

13%

BetterNochangeWorse

ElectricvehiclebuyersNon-electricvehiclebuyers

Exploremoredata

YouGovProfiles+USA,February2024;EVBuyers&Non-EVBuyers(n>1,100)

Getintouch

13Chargingforward:USelectricvehiclesreport2024

Exploringattitudesofelectricvehiclebuyers

Sustainabilityandtryingnewtechnologiesarekeyconsiderations.

84%

90%

agreethatelectric

vehiclesarethefutureofthemotorindustry

(versus70%ofnon-

electricvehiclebuyers)

areusuallyinterested

intryingthelatest

technologyproducts,servicesandapps

(versus74%ofnon-

electricvehiclebuyers)

YouGovProfiles+USA,February2024,EVBuyers&Non-EVBuyers(n>1,000)

75%

agreetheyarewillingtopaymorefor

sustainableenergy

(versus64%ofnon-

electricvehiclebuyers)

14Chargingforward:USelectricvehiclesreport2024

Vehiclefeaturesinfluencing

purchasedecisions

Safetyandsizetopthelistoffactorsthatinfluencepurchasingdecisions.The

vehicle’simpactontheenvironmentandtechinnovationsaresignificantlymore

relevantforelectricvehiclebuyersthannon-electricvehiclebuyers.

YouGovProfiles+USA,February2024EVBuyers&Non-EVBuyers(n>960)

YOUGOV

Factorsthatinfluencefuturevehiclepurchasingdecisions

Electricvehiclebuyers

Non-electricvehiclebuyers

Safety

61%

51%

Spaceandsizeofthevehicle

58%

45%

Reliability

53%

44%

Built-infeatures(e.g.,air-conditioning)

51%

41%

Mileage

48%

40%

Design(i.e.thelookofthevehicle)

43%

29%

Costofrunning(e.g.fuelconsumption,etc.)

43%

31%

Overallbuildquality

43%

32%

Thevehicle'simpactontheenvironment

30%

12%

Innovation

30%

14%

Getintouch

Exploremoredata

YOUGOV

Add-onswithchargeappeal

Electricvehiclebuyersprioritizetechnologicalconveniences

suchasUSBports,smartphone

integration,andparkingsensors.

15Chargingforward:USelectricvehiclesreport2024

Factorsthatinfluencefuturevehiclepurchasingdecisions

Electricvehiclebuyers

Non-electricvehiclebuyers

USBports

47%

34%

Smartphoneintegration

46%

31%

Parkingsensors

42%

28%

Touchscreen/Unifiedmultimediacontrolinterface

39%

24%

Wi-Fihotspot

38%

23%

ElectricVehicleWirelessCharging

37%

9%

Wirelesschargingpad

35%

19%

Pedestriandetection

33%

21%

Panoramicsunroof

31%

18%

Advanceddriver-assistancesystems

30%

18%

Exploremoredata

YouGovProfiles+USA,

February2024.EVBuyers&Non-EVBuyers(n>1,200)

Getintouch

16Chargingforward:USelectricvehiclesreport2024

Reaching

electricvehiclebuyers

YOUGOV

17Chargingforward:USelectricvehiclesreport2024

Mediachannelsspeedingaheadwithelectric

vehiclebuyers

TVandsocialmediaaretheprimarymediachannelsconsumedinthe

previousweekbyelectricvehiclebuyers.

Mediachannelsconsumedlastweek

78%

67%

73%

57%

69%

46%

64%

43%

57%52%

53%

33%

45%

32%

38%

21%

37%

26%

Non-electricvehiclebuyers

TV(traditionalorstreaming)Socialmediasites

Streamingcontenton-demand

MusicstreamingservicesRadio

OnlinenewspaperPodcast

OnlinemagazineOnlineradio

Electricvehiclebuyers

YouGovProfiles+USA,February2024.EVBuyers&Non-EVBuyers(n>470)

18Chargingforward:USelectricvehiclesreport2024

Socialmediastandings

70%

ofelectricvehiclebuyersspendmorethanfivehoursperweekonsocialmediaversus58%of

non-electricvehiclebuyers.

YouGovProfiles+USA,February2024EVBuyers&Non-EVBuyers(n>1,400).

Networksdeterminedbydifferencebetweensegments,thenorderedbymostpopular.

YOUGOV

Socialnetworksusedlastmonth

64%63%

53%

51%

49%

38%

36%

32%

28%

22%

19%

15%

9%

6%

22%

14%

31%

21%

InstagramYouTubeXTikTokSnapchatLinkedInPinterestRedditDiscord

ElectricvehiclebuyersNon-electricvehiclebuyers

19Chargingforward:USelectricvehiclesreport2024

Topbrandrankingsamongelectric

vehiclebuyers

YOUGOV

20Chargingforward:USelectricvehiclesreport2024

Top10autobrandsrankedbyconsiderationamongelectricvehiclebuyers

Rank

Brand

%ofEVbuyersconsidering

1

Toyota

39.5%

2

Tesla

34.6%

3

Ford

29.0%

4

Honda

28.5%

5

BMW

26.8%

6

Mercedes-Benz

25.2%

7

Chevrolet

23.5%

8

Audi

22.2%

9

Hyundai

21.0%

10

Lexus

20.3%

Exploremoredata

Getintouch

YouGovBrandIndexUSA,March1,2023-February29,2024EVbuyers(n>800)

21Chargingforward:USelectricvehiclesreport2024

Top10vehiclebrandsamongelectricvehiclebuyersbyagegroup

Rank

Brand

%considering

1

Toyota

49.5%

2

Honda

36.4%

3

Subaru

27.3%

4

Hyundai

25.0%

5

Kia

22.6%

6

Tesla

22.4%

7

Chevrolet

22.0%

8

Ford

21.1%

9

Lexus

18.2%

10

Volvo

18.0%

Rank

Brand

%considering

1

Toyota

43.5%

2

Ford

37.0%

3

Tesla

35.3%

4

Honda

30.4%

5

Mercedes-Benz

29.3%

6

BMW

27.45

7

Audi

26.3