Feature

Personalised consumer journeys are key to achieving EV sales targets

With sales of electric vehicles (EVs) to private individuals slowing, how are automotive OEMs going to achieve the target of EVs contributing 28 percent of annual sales this year? What are the chances of hitting 80 percent zero-emission new cars in 2030?

31/03/2025 12:24:01

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Amelia Iredale and Andrew Whitehouse of MHP Consulting UK explain why OEMs need to create a 360° customer view, as well as leverage driver personas, to provide messaging and offers that reflect how EVs can
easily fit into their lifestyle.

EV driver personas
The early adopter segment has embraced EVs, but the rest of the market is proving slow to shift from traditional driving behaviours. While sales to the fleet markets
are plugging the gap for now, OEMs need to create a journey and proposition that attracts other customer personas to make the change sooner rather than later.

Consumers have different attitudes to EVs and nuanced reasons
for not making the change from ICE vehicles. Barriers include day-to-day range anxiety and charge times, expenditure fears relating to price, depreciation of battery life, as well as environmental concerns regarding a vehicle’s life cycle management,
including battery disposal.

To attract the next wave of drivers to embrace EVs, it is vital for OEMs to understand and appeal to the different needs of ‘enthusiasts’, ‘considerers’, ‘persuadables’, and ‘sceptics’.

Read the full article in DPA's April 2025 issue

Written By Sophia Bell

Sophia Bell is the Group Editor of DPA, Connectivity, and PBSI. She joined the team in 2020 as Assistant Editor after achieving a First-Class Honours BA in English Literature and Film Studies from the University of East Anglia. In her current role, she leads the editorial strategy, driving digital growth and ensuring each title continues to deliver trusted, relevant insight for engineering and manufacturing professionals.