A recent study has found that the ultra-premium electric vehicle consumer is almost equally likely to be female as male, and is in their 40s; when previous research had suggested the demographic was in their 50’s and most likely male. The study was conducted by Savanta, a global market research agency, and AEHRA, an Italian “pure-play EV manufacturer.
According to the data collected, the average age for consumers likely to purchase a premium EV is in the low 40s, compared to earlier data that showed buyers to be in their 50s, and the findings also demonstrated that women are now equally as interested in purchasing premium EVs as their male counterparts, with 53 per cent of men and 51 per cent of women reported to be highly-likely, thus indicating that when it comes to purchasing premium EVs, the tendency is gender-equal.
In terms of age demographics, 44 per cent of Gen-Zers (18-25 years old), 61 per cent of Millennials (26-49 years old), 47 per cent of Gen Xers (50-64 years old), and 37 per cent of Boomers/Silent Gens (65+ years old), reported to be likely to seriously consider purchasing a premium EV. The report concludes, “the average age of consumers interested in purchasing luxury EVs has decreased by more than a decade since earlier research and that the Millennial age range is most likely to consider an EV during their next vehicle purchase.”
The research also found “a highly-personalized, end-to-end, customer experience, was a key driver for survey participants considering purchasing an ultra-premium EV.” The study used more than five thousand quantitative surveys, spanning multiple countries and generations.
“The younger than anticipated age for buyers considering an ultra-premium EV purchase and the fact that interest is split almost equally between men and women are two of the perhaps more surprising findings to emerge,” said the study conclusion. “While the clear demand for a significant improvement in customer experience should act as a clarion call for all OEMs and startups with aspirations in the sector.”
