57% of EVs in 10 years require a “strategic reset” for automakers

• The acceleration rate of EV adoption around the world has slowed, the company suggests focusing on more than first-timers
• Research relates EV acquisition to Strategist, Individualist, Caregiver, Conservative, and Frugal mental profiles
• Before the “reset,” 43% of non-EV drivers are already considering an EV next

Automakers stand to significantly increase global EV sales over the next 10 years, but only if they refocus their attention from tech-savvy startups to mainstream consumers, argues a new study from communications firm Accenture.

Research predicts that 57% of drivers will have switched to EVs within the next 10 years, with 43% of non-EV drivers are already considering an EV to buy the next car. And 47% of drivers are “sure that the future belongs to electric cars,” according to the survey. That's based on a survey of 6,000 car buyers in the US, China, Italy, Germany, France, and Japan.

EV sales growth is not happening at a high rate. While global EV sales have seen a Annual growth of 35% by 2023that's down from 55% in 2022 and 121% in 2021, the study noted. That remains to be seen as action after the pandemic years of 2021 and 2022, but analysts believe automakers will need a “strategic reset” to generate more EV sales.

Instead of focusing on technical features, which have been effective in attracting first-time users, Accenture believes that car manufacturers. it should focus on more practical concerns of ordinary consumers. Most car buyers (80%) prioritize reliability, safety, and affordability, so automakers should prioritize those factors, the company says.

Accenture compiled psychological profiles of different types of potential EV buyers. While the “Strategist” and the “Individualist” value things like comfort and technical features, respectively, the “Caretaker” views cars as mere tools, the “Conservative” emphasizes reliability, and the “Deceptive” car buyers who are late adopters will only change. to EV when the cost reaches a certain threshold.

2025 Volkswagen ID.4

Other studies have come back with similar findings on the delayed EV interest. A Gallup poll last year confirmed that fewer Americans desire to own an EV than they did the year before. And a 2023 study by JD Power found that US EV adoption is becoming increasingly fragmented by country.

More than a decade ago as some paid nearly $40,000 for versions of the Nissan Leaf and other early EVs with less than 100 miles of range, it was emphasized that those EV pioneers and early adopters were night and day different from the average car buyer—in many ways. Focusing on what matters to the average consumer—practicability and cost—may be the obvious direction if automakers really want to get serious about increasing their EV sales.