BIDEN'S PUSHING FOR ELECTRIC VEHICLES. DO CONSUMERS WANT THEM? - An Ipsos Point of View
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BIDEN’S PUSHING FOR ELECTRIC VEHICLES. DO CONSUMERS WANT THEM? An Ipsos Point of View
BIDEN’S PUSHING Americans are open to the idea,
but the cars must meet their needs.
FOR ELECTRIC Here’s the key Ipsos auto data you
VEHICLES. need to know.
DO CONSUMERS 10 February 2021 • On President Joe Biden’s
WANT THEM? first day in office he signed an executive order
to rejoin the Paris Climate Accord, reversing
the Trump administration. Politics aside, this
will have an impact on gas-powered vehicles
and their popularity versus electric vehicles.
Will the new direction lead to more consumers
turning to electric vehicles and an investment
in the infrastructure to support them?
The issues surrounding electric vehicles arise
as Biden considers new MPG standards as
targets for the auto industry. These targets will
determine what automakers will need to build
to meet the MPG requirements. While auto-
makers strive to build vehicles that consumers’
desire and will buy, these regulations and
legislations may require automakers to focus
on making compliance vehicles.
Cover photo by Charlotte Stowe on Unsplash
2 IPSOS AUTO & MOBILITY | BIDEN’S PUSHING FOR ELECTRIC VEHICLES. DO CONSUMERS WANT THEM?These considerations could finally push electric vehicles into the mainstream—and there are other factors that may help this push:
• Variety of electric vehicle choices across several mainstream competitors
• More traditional styling of electric vehicles
• Increase in the variety of electric vehicle utility, moving from sedans to now include SUVs and trucks
• Affordable prices by automakers
• Increased general awareness and knowledge of electric vehicles
• Federal and state electric vehicle incentives
• National and regional public electric vehicle fast chargers
It’s clear that this trend is on the move. But how do consumers feel about electric vehicles? Here are the main data points to consider.
Globally, battery electric vehicles (BEV) and plug-in hybrid (PHEV) vehicle sales grew significantly in 2020 versus 2019.
This is despite a 14% drop in global sales. We do see a gain of 43% in electric vehicles, with most of the gain coming from Europe.
In the U.S., there was a gain of 4% in EV sales, while vehicles’ total sales declined by −15%.
BEV + PHEV sales and percentage growth
EVs Total Market
1395
Europe
589
+137% –20%
1337
China
1196
+12% –4%
328
U.S.A.
316
+4% –15%
31
Japan
43
–28% –11%
149
Other
120
+24% –19%
Global Total +43% –14%
2020 January to December (preliminary) 2019 January to December
© Ipsos | Source: https://www.ev-volumes.com/
The growth in electric vehicles happened in 2020 despite the COVID-19 crisis and pandemic. This illustrates a strong demand and interest
for electric vehicles.
Many exciting and affordable BEVs and more mainstream PHEV options are in the market or coming this year including:
AUDI E-TRON SPORTBACK FORD MUSTANG MACH-E RIVIAN R1T VOLVO XC40
MINI ELECTRIC HARDTOP POLESTAR POLESTAR2 TESLA MODEL Y
MERCEDES-BENZ EQC PORSCHE TAYCAN VOLKSWAGEN ID.4
© Ipsos | Source: https://evadoption.com/future-evs/new-electric-vehicles-in-2020/
BIDEN’S PUSHING FOR ELECTRIC VEHICLES. DO CONSUMERS WANT THEM? | IPSOS AUTO & MOBILITY 3Each of these vehicles provides diverse solutions across multiple segments, mainstream and premium price points and alternative
brands with a mix of established auto manufacturers and new manufacturers. This will only increase the interest among consumers,
who will now have choices and competition in the market beyond the core BEV solutions. The range of choices the last five years included
Tesla, the Nissan Leaf and the Chevy Bolt as the most popular BEVs in the U.S. market.
From our Ipsos Mobility Navigator, we observe an increase in electrification consideration by +14% globally from consumers in past and
future BEV consideration, plus an increase of +15% for the U.S.
BEV Consideration
70%
+11%
+12%
60%
+7%
54%
50%
48% +26%
+24%
44%
40% +14% +21%
+15%
30%
+20% +9% +8%
24% +6%
20%
18% 17% 17%
15% 15% 15% 14%
10%
4%
0%
TOTAL
Past Purchase Considerations Future Consideration
© Ipsos | Source: 2020 Mobility Navigator Module 2 among n=22,000 completes globally, n=2,000 per country
High fuel prices, the impact on the environment, the cost of repairs and the smell of exhaust top the list of concerns about driving
or owning a gas vehicle.
Concerns with Gas Vehicles
High fuel prices 55%
Environmental impact of emissions 47%
Repair / maintenance costs 28%
Exhaust smell 22%
Gas station visits 19%
Engine noise 18%
Dated technology 16%
Engine vibration 12%
Social acceptability 10%
None of the above 12%
© Ipsos | Source: 2020 Mobility Navigator Module 2 among n=22,000 completes globally
4 IPSOS AUTO & MOBILITY | BIDEN’S PUSHING FOR ELECTRIC VEHICLES. DO CONSUMERS WANT THEM?Fuel prices are a top issue for today’s consumers. After cratering About Ipsos
at the start of pandemic lockdowns last year, gas prices have
At Ipsos we are passionately curious about people, markets,
been rising steadily. As of February 22, the average price of gas
brands, and society. We deliver information and analysis that
in the U.S. was at $2.63 a gallon which is about fully recovered makes our complex world easier and faster to navigate and
from before the pandemic began a year ago. This could yield inspires our clients to make smarter decisions. With a strong
a boost in demand for BEVs. presence in 90 countries, Ipsos employs more than 18,000
Therefore we expect a boom in BEV sales in the next couple of people and conducts research programs in more than 100
countries. Founded in France in 1975, Ipsos is controlled and
years, based on the following factors: Consumer interest, growing
managed by research professionals.
education and availability of BEVs, improvements in charging
infrastructure to be built across the U.S., U.S. governmental
support with policies and incentives, auto manufacturers offering
a variety of competitive BEVs and the rise in gas prices.
Expectations are for at least 10% of automotive sales in the U.S.
to be BEV and PHEVs in the coming years, with continued
growth to over 50% vehicle sales to be a BEV or PHEV in the
not-too-distant future.
To achieve this growth, continued cooperation needs to happen
across the industry and from the government in the form of
infrastructure and legislation.
Ipsos continues to study the influx and influence of EVs on today’s
consumers and monitor the trends affecting the automotive and
mobility industry. The 2021 Mobility Navigator will be the fifth
year of tracking these key mobility developments and activities.
We look forward to sharing our results from this syndicated
study. If you are interested in getting access to the information,
please contact:
John Kiser
Senior Vice President
U.S., Auto & Mobility
Ipsos
+1.925.577.3743
john.kiser@ipsos.com
Mike VanNieuwkuyk
Senior Vice President
U.S., Automotive Advisory
Ipsos
+1.734.775.2675
mike.vannieuwkuyk@ipsos.com
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