Media platform Teads has released the results of its latest automotive research, highlighting that there is still education needed as 42% of respondents aren’t aware of the full benefits of EVs.
Connecting with the consumer and educating them further on EVs is key for brands to stay relevant and to build for the EV future, the firm said following its global survey conducted in partnership with data analytics firm Kantar.
The study revealed that only a few brands are already strongly associated with EVs and Teads recommended that OEMs focus on digital presence.
Henner Bloemer, global senior industry director of Teads, said: “It is important to further build out the brand’s EV profile as brand reputation is key for EV intenders.
“Established brands have to stay attractive for highly profitable customers in order to grow in an evolving market with new competitor entries, as 57% of EV intenders are willing to pay more for an EV car.”
According to the survey, half of EV consumers would consider going through the entire purchasing process online (vs 35% for fuel intenders), and 74% of them will continue this trend post-covid.
Digital ads are very powerful at driving action in the automotive market, Teads said as it found 90% of consumers interested in purchasing an EV, and 85% of overall car buyers took action as a result of online advertising.
Additionally, the research from Teads found that visiting an automotive brands website was the most likely action (40%) a consumer took after seeing an online auto ad, with a further 21% stating they would click on the ad.
A brand’s website is also a key touchpoint in the purchase journey as 49 % of EV intenders in EMEA start their research by visiting the brand’s website, compared to only 28% that visit a dealer. Brand websites are also the most influential sources of purchase decisions with 80% of EV intenders saying that the website has an impact on their final decision.
Ioanna Stagia, VP international insights, Teads, added: “Our research shows a significant consumer shift towards more eco-conscious attitudes when it comes to car buying. What is also clear is that online channels are becoming increasingly important in driving the consumer journey, from awareness through to purchase. In order to maximise success, from the difficult times automakers have had, they must plan their 2022 campaigns accordingly to leverage these two key insights.”
