There is still considerable work to be done to have a completely emission-free car fleet in the Netherlands by 2050. Although several factors play a role in consumers' choice to buy an electric vehicle (EV), purchase price, range and mileage are the most decisive.
This reports TNO, which, to provide policy guidance for the Ministry of Infrastructure and Public Works, investigated which aspects are important for which groups of potential buyers of a used EV. For this purpose, a sample was conducted among 1,512 respondents who considered buying or leasing a used car in the past five years. Among other things, the study maps choice behaviour for different electric and non-electric vehicles, as well as the interdependence of different aspects that are important in buying a used car.
More and more people with EV experience
This shows, among other things, that of all choices made in the experiment, 48% ended up with an EV. Also, more and more people say they have driven an electric car at some point. This figure stood at 40% in 2023, up from 26% in 2020. More than half (59%) now see an EV as a viable choice.
Experiences or advice from third parties, among others, play an important role when choosing an EV; many people value this. In choices, however, purchase price, range and mileage are the most decisive factors. Added together, these factors are decisive in their choice for 76% of respondents.
Different groups of car buyers
In its study, TNO also charts different groups of car buyers. Buyers are thereby divided into five different groups, which show similar behaviour in their choices. They are:
- The EV pioneer (15% of buyers): chooses an EV 95% of the time. This group pays most attention to practical features such as range, fuel and electricity price.
- The follower (12% of buyers): goes for an EV in 87% of cases. Looks at purchase price, range and fuel price, among other things.
- The price-conscious (14% of buyers): makes the choice of an EV in 61% of cases. This is the most price-sensitive segment, both in terms of petrol cars and EVs.
- The certainty seeker (33% of buyers): chooses an EV in 44% of cases. This group is sensitive to purchase price, but also looks at specifications such as range, year of manufacture, fast and reverse charging, battery check and fuel and electricity price.
- The fossil driver (27% of buyers): goes for an EV in only 3% of cases and mainly chooses petrol cars. This group is quite sensitive to purchase price and range, year of manufacture and mileage.
What stands out in the results
A number of results in the analysis stand out. For instance, women are significantly more likely to choose an EV than men. It also shows that respondents in the 18-39 age group are more likely to choose an EV than other age groups. The 65+ group follows; in this group, respondents chose an EV in 49% of the choices. Respondents with higher education are significantly more likely to choose an EV. It also appears that those who have the option of installing their own charging station are more likely to choose an EV than those who do not.
The study also sets out different scenarios of what the used car fleet might look like, and what growth in choices for EVs this will require. In a combination of the rosiest scenarios, EVs make up 70% of the used car fleet in 2040. TNO points out that, in practice, this combination will be exceptional, and for this, among other things, the barrier between what people say they choose and what they actually do needs to fall faster.
Accelerating the transition to emission-free driving
To accelerate the transition to emission-free cars, TNO says it is important to get the 'follower', 'price-conscious' and 'certainty-seeking' groups on board. Together, they account for about 60% of the survey respondents. For these groups in particular, a low purchase price and higher petrol price are decisive in the choices they make regarding the purchase of a used car.
In addition, TNO points to a number of focal points that can help increase embrace, such as more focus on trust and certainty. As an example, TNO mentions highlighting the growing capabilities of EVs, including the increasing range and ability of more and more EVs to tow a trailer or caravan.
"Involving and properly informing salespeople about EVs and introducing people to EVs on trial days or in substitute transport can also help, in order to collectively build up experience and an up-to-date picture of EVs," TNO writes.
The full research report is available here.
