Livonia’s Escalent, a human behavior and analytics firm, has launched EVForward, an insights platform designed to help automakers and utilities plan for the continued growth of electric vehicle market share. The tool provides analysis to inform the steps industry players need to take to inspire broader electric vehicle adoption.
“We took a hard look at the types of consumer information companies have been using to power their EV strategies,” says Mike Dovorany, automotive and mobility vice president at Escalent. “We found insights regarding future buyers – specifically, those who aren’t early adopters – were virtually nonexistent. EVForward closes that gap and helps automakers and utilities position themselves for success as EV adoption grows over the next decade.”
EVForward had more than 600 variables in survey information and Acxiom profiling data. Other studies have relied on the behaviors of early adopters and self-identified intenders, but EVForward is focused on the broader marketplace that will determine key aspects of electric vehicle mass adoption, from timing and cost required to features and infrastructure support.
As a platform, EVForward provides tools for stakeholders to explore the study’s findings. It also discusses gaps in electric vehicle perception compared to reality, motivation for the next generation of electric vehicle buyers, the messages that will best improve electric vehicle intention, how electric vehicle opinion has changed over time, and how desired electric vehicle attributes vary by vehicle segment or buyer type.
The research was conducted through a national sample of 10,293 new vehicle buyers ages 18-80. The data were weighted by age, gender, and U.S. state to match the demographics of the U.S. new-vehicle purchaser population. It was also weighted by vehicle segment to match current vehicle sales. Due to its opt-in nature, the online panel does not yield a random probability sample of the target population, so it is not possible to compute a margin of error or to statistically quantify the accuracy of projections.
Escalent uses its findings to help companies build brands, enhance customer experiences, and inspire product innovation.