How focusing on consumers could create an EV future people want
American EV auto brands are under pressure from multiple fronts. But the first roadblock they should address is the driver experience, says Patrick Sheposh, executive vice president of Ipsos’ Automotive Mobility practice.


An influx of investment and tax incentives have emboldened auto brands to pin their hopes for the future on demand for electric vehicles (EVs). But that demand isn’t growing fast enough to meet expectations — in large part because automakers haven’t fully reckoned with barriers to EV adoption.
With weakened consumer spending, fierce competition from overseas and challenges developing software-defined vehicles, auto brands are under pressure. Some have turned to plug-in hybrids in hopes of easing drivers into EVs, but this approach loses sight of the real problem: shortcomings in the consumer experience.
Brands should start with the pain points and complaints flagged in Ipsos’ research — such as battery range, inadequate charging infrastructure and high initial purchase costs — which undercut the actual benefits of EV ownership. By identifying and addressing these issues, auto brands can build a strategy that centers their customers in product development and marketing and delivers on their needs.
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