Uscale analyzes charging behavior as well as the purchase and use of electric cars

The success of electromobility so far is owed to a specific customer group: the so-called innovators and early adopters, usually technology enthusiasts, ecologically oriented men with above-average incomes. The current slump in the ramp-up of electromobility is also related to the fact that customers are now becoming more diverse. The industry is not yet prepared for this. The market research company Uscale has been systematically collecting customer data since 2018 and has now undertaken a customer segmentation of the market. It is already clear: electromobility will create new segmentations in the vehicle market.

Survey Results on Charging Behavior Analyzed

For this purpose, the market research company has, for the first time, overlaid analyses from the fields of charging behavior, as well as e-car purchase and use, and created initial persona profiles. Survey results on charging behavior have been evaluated over several years and enriched with the results of a comprehensive persona study.

Dr. Axel Sprenger, founder and managing director of Uscale GmbH: "When buying a combustion engine car, the fueling behavior has no influence on the purchase decision. This is different with e-cars: charging behavior significantly influences the purchase decision."

To visualize the resulting characters, exemplary personas were developed with the help of ChatGPT. They represent the user profiles in the German market. In electromobility, apart from the classification of e-car users by charging locations, there have been no known segmentations so far.