Despite the still weakening demand for electric cars, more and more German car owners can imagine buying a battery-powered vehicle. More than half (58 percent) of those planning to buy a new car in the next two to three years are at least considering a battery electric vehicle (BEV). That is almost twice as many as in April 2024. 33 percent of these are very much in favor of an electric model. These are the results of a representative survey conducted by management consultants Horváth in a total of 13 international markets.
The detailed analysis of the German sample shows a major difference in purchasing preference between higher and average earners: While 80 percent of those with an annual income of over 100,000 euros would consider buying an e-car, this figure is 22 percentage points lower among those with an annual income of less than 50,000 euros.
Proportion of technology opponents down significantly
At the same time, the number of staunch opponents of electric vehicles is falling; only 20 percent of respondents still generally rule out buying an electric car. In April 2024, it was still more than one in two. Rejection is particularly low among higher earners. Only nine percent of them clearly reject the purchase of an e-car, compared to 19 percent of those on average incomes.
"Our study shows that openness to electric cars has recently increased further," says Georg Mrusek, automotive expert at Horváth. "To transform this trend into actual sales, manufacturers need to address customers' key concerns and create trust with convincing models and solutions."
High purchase price makes potential buyers hesitate
There are three main reasons for the increasing willingness to buy. 38 percent of respondents are convinced by the sustainability of electric cars and 16 percent by their performance. For 15 percent, the rising prices of petrol and diesel are a motivation to switch to e-mobility.
Conversely, customers still see four main arguments against buying an electric car. For 28 percent, the price is simply too high. A further 17 percent consider the range of the vehicles to be too short. Added to this is the inadequate charging infrastructure: 16 percent lack charging facilities at home or at work, 13 percent miss public charging points.
Despite high price sensitivity, many drivers are also reluctant to buy a used electric car. 56 percent of those surveyed do not consider them to be equivalent to a used car with a combustion engine. 18 percent are concerned about the durability of the battery; further 18 percent are worried about potential cost of replacing it. 14 percent are uncertain about long-term reliability.
About the study
For the representative study, the consumer research institute Potloc was commissioned by Horváth to survey almost 3,000 car owners in eleven European countries as well as in China and the USA, including a good 500 in Germany. Only vehicle owners planning to buy a new car in the next two to three years were included. The international study was completed in December 2024.
