Electric vehicles (EV) are critical to fulfil global climate goals. Despite their societal and technological benefits, only 2.2% of cars sold worldwide in 2018 were electric. To understand the reasons for limited EV purchases and propose measures how to more effectively promote them, the vehicle purchase process has to be analyzed. For this purpose, a mixed methods research combining a narrative literature review and an online survey of 553 Swiss car drivers was conducted. The results firstly generate a novel, conceptual framework of the vehicle purchase process. It consists of five stages both prior and after the purchase that are underlined by differentiated decision-making strategies. Secondly, the key influences in the process are identified, namely, car dealers and a plurality of information sources.Based on these findings, touchpoints at relevant stages of the vehicle purchase process to more effectively promote EV sales in Switzerland are recommended to policy makers.

Jana Plananska

20 Nov 2019