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Marketing for the electric mobility

As a follow-up to the first edition of 2018, our second survey regarding electric car drivers has increased the number of respondents (1,432 drivers) and the volume of questions to a total of 64 questions, many of them with corresponding sub-questions. The increase in the number of respondents meets the need for a sector that maintains double-digit growth rates. The marketing director of a manufacturer of charging devices has told us:

“It will be interesting to see how you are going to maintain high representation when the electric fleet is as wide as the combustion one.”

In Spain, there are 25,000 electric cars, a number which excludes motorcycles, mopeds, vans, trucks, buses, and other types of personal mobility vehicles, according to data available in February 2019. This is how we can tell that our work represents 5.8 % of the population under study.This is according to the Survey Monkey calculator, with a 3.3% margin of error and a 99% confidence level. Our goal is to maintain this standard in future editions.

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New Trends In Electric Mobility

In each edition, we try to highlight the newest aspects, but this is a restrictive exercise due to the amount of data that the survey provides.
    • Drivers are becoming less tolerant of poor electric mobility infrastructure. Newcomers (1 and 2 years) make the worst evaluations, while the more experienced (5 years) are more harsh with their evaluations. The most worrying thing is that the valuation of the charging networks, both public and private, has worsened even though it was already at low levels in the first edition of the survey.
    • The introduction in the market of new specific services for electric car (EV) drivers. Some of these services which have been valued are insurance, supply contracts that include a recharging device, battery management through a mobile application, and the purchase of EVs on the Internet, among others.
    • Alternative modes of access to EV. In the context of the collaborative economy, cooperatives of drivers and communities of owners are appearing for the first time, as well as the first fleets of pay-per-use or car-sharing EVs.
    • The progressive implementation in the national territory. For the first time, the sample covers all the Spanish provinces as a clear sign of the wide deployment of this type of mobility, even in the least populated provinces.
We are particularly concerned about the situation in the energy sector, in which practically all energy providers and public managers of recharging solutions have only obtained up to a 2.6 out of a maximum score of 5. The annex with the complete list of questions is available in the free summary. Among other aspects, Electromaps users who participated in this project have also been assessed regarding the energy rate, accessibility and infrastructure problems, the different EV models, accessories such as the charging cable and the domestic charging point, battery autonomy, connection between the car and mobile devices, driving patterns, distances traveled, dealer service, information channels, insurance offer, or the work of the Administration.

The Event For EV Professionals

We know that the true scope of these statements occurs when the totality of the results is accessible. For this reason, we have organized VE Data Day, a series of events in Madrid, Barcelona, ​​Bilbao, and Valencia. In this space, professionals in the sector will be able to share the knowledge acquired about electric mobility in Spain, as well as learning about the general conclusions of the second National Survey with Electric Car Drivers.

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