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gsr & MIIOS Study: E-Mobility Stalls - Cars Break Down More Frequently

Series of studies continues to show restrained consumer sentiment, with inflation and frugality dominating everyday life. Interest in the "Deutschlandticket" is particularly high among younger individuals and in urban areas. Electromobility is losing momentum. In general, cars are being used less frequently because they are too expensive.

Long lead to the electric car: For one-third of those surveyed, an electric vehicle is still out of the question. | Photo: Hyundai
Long lead to the electric car: For one-third of those surveyed, an electric vehicle is still out of the question. | Photo: Hyundai
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Johannes Reichel

The persistently high consumer prices are straining household budgets, and the recently declining energy prices have not changed the high willingness to save. This also affects driving—about one in two people are consciously driving less, and the establishment of electromobility takes time. These are the key findings of a recent series of studies conducted by gsr Unternehmensberatung and the market research institute MIIOS. According to these findings, high prices at supermarket checkouts, rising interest rates, and uncertainty regarding upcoming electricity and heating bills dampened the consumer mood of many people in Germany. 70 percent of respondents expect that the high inflation will persist for a long time. "At the moment, I'm saving wherever I can," say 57 percent. The willingness to save is very high when it comes to energy: Currently, 85 percent of people report consciously saving energy (electricity, heating, etc.)—all values are slightly down compared to similar surveys at the end of last year.

The car is parked more often

The current situation also impacts behavior and attitudes regarding personal mobility. For instance, 51 percent of drivers report that they intend to drive less deliberately. The main reasons are high fuel prices (73 percent), environmental concerns (53 percent), and personal health (32 percent). Working from home, which equates to less commuting, plays a minor role at 19 percent. The "Deutschlandticket," which promises nationwide use of many public transport services for a monthly price of 49 euros, is set to be introduced on May 1. Interest in it remains stable in the third survey: About 14 percent of respondents indicate they will definitely take up the offer, with another approximately 16 percent inclined to do so. Around a third do not plan to take up the offer at all.

E-mobility still quite sluggish: A third without any interest

Regarding electromobility, there is still much work to be done: 28 percent of drivers state that they have no interest in this type of propulsion in principle. The reasons for rejection are varied, including acquisition and maintenance costs as well as a lack of conviction regarding the environmental friendliness of electric cars. Those planning to purchase an electric car are thinking long-term: 27 percent consider a purchase within the next four years possible. There is still a need for persuasion here as well. The main reasons for reluctance include, among others, the lack of charging points (42 percent), vehicle range (40 percent), vehicle prices (37 percent), as well as electricity prices and long charging times (30 percent each).

"The market is increasingly struggling with consumer doubts, which are further exacerbated by economic uncertainty. Industry and trade need to intensify their efforts in education around electromobility," explains Niklas Haupt, CEO of MiiOS.

 

Inflation, Energy Crisis, and Mobility Transition are Interconnected

As part of a series of studies, the gsr Management Consultancy in Augsburg and the specialists for progressive market research from MiiOS in Nuremberg are observing the development of consumer opinions on the topic of electromobility. In November, December, and early February, 1,500 people in Germany were each surveyed representatively on current issues related to inflation, the energy crisis, and the mobility transition.

"Given the many challenges simultaneously, these must also be considered together with a view to the development of electromobility. Inflation, energy crisis, and mobility transition are closely interconnected," explains Rainer Strobel, Managing Director of gsr Management Consultancy.

The representative series of studies serves as preparation for comprehensive market research on the electrification of individual mobility offerings, which will be published for the first time in 2023 with the participation of the renowned specialist for financial services in the mobility market, Dr. Peter Renkel. "We support many providers in the current changes in products, technologies, and services," explains Rainer Strobel, Managing Director of GSR. The uncertainty among people is currently high, and they want to offer the market players reliable information for the upcoming decisions. The authors of the study see significant challenges for politics and industry regarding the importance of the electrification of individual mobility for achieving climate goals:

"Currently, the discussion about electrification is related to cars and range. However, it is to be expected that there are other barriers - and we want to present these with the 'Individual E-Mobility Report'," says Peter Renkel.

Translated automatically from German.
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