Intent to purchase an EV among U.S. consumers increases dramatically when provided the option to wirelessly charge
More education and experience with EVs will produce more EV owners, too
Watertown, Mass. – November 10, 2021 – A new research study conducted by TideWatch Partners, an independent market research firm, finds that wireless charging significantly increases the likelihood of a consumer purchasing an electric vehicle (EV) in the U.S. For those already intending to purchase an EV, their likelihood to purchase increased 40% – from 60% to 84% – when presented with wireless charging as an alternative to plugging in. The increase was even greater – nearly 70% – for people less certain about purchasing an EV.
The study, commissioned by WiTricity, aimed to uncover what it would take to accelerate the adoption of EVs among U.S. car owners. It is based on results of a September 2021 survey of more than 1,000 U.S.-based adult EV Owners, “EV Intenders” (those intending to purchase an EV in the next 18 months), and “EV Considerers” (those intending to purchase an EV in the next 5 years).
Over the summer, the U.S. joined other countries in proposing EV policies aimed to fight climate change by announcing a goal that half of all new vehicles sold in the U.S. by 2030 be electric. However, the U.S. has some work to do: according to a recent Pew Research Center survey, only 7% of U.S. adults currently have an electric or hybrid vehicle. WiTricity’s study evaluated attitudes and orientations toward EVs, and EV charging in particular, to determine barriers for consumer EV adoption and opportunities for automakers to increase sales of EVs.
The study found that education, experience, and better charging options will propel EV adoption amongst U.S. consumers:
Wireless Charging Significantly Increases Likelihood of EV Purchase
Eighty-one percent (81%) of all consumers surveyed are very or extremely interested in EV wireless charging. All respondents agree that wireless charging makes EV charging easier (72%), more convenient (68%), and almost 2 in 3 (63%) say they’d like to see it in public EV charging stations.
Automakers looking to compete for share of the growing EV market will need to differentiate – and EV wireless charging is one way to do so, as evidenced by:
• EV Considerers, who need the most convincing to purchase an EV, indicated that their intent to purchase increased almost 70% (from 35% to 59%) if wireless charging were an option, significantly improving the odds for EV adoption.
• For EV Intenders, their intent to purchase increased by 40% (from 60% to 84% likelihood of EV purchase in the next 18 months).
• EV Owners were already very likely to purchase an EV again (91%), but fully 96% of them say that they are extremely or very interested in an EV equipped for wireless charging.
“The research shows consumers want wireless charging for their EV,” said WiTricity CEO Alex Gruzen. “Automakers can sell more EVs when equipped with our proven wireless charging technology. Let’s improve the EV ownership experience, remove a real barrier to EV adoption, and welcome in the next wave of new EV owners.”
Experience and Education is Necessary Amongst EV Considerers and Intenders
Battery range anxiety is common among people who don’t own an EV – 41% of EV Considerers are worried that they won’t be able to go as far as they need to on a single charge. Those who have made the leap to EV ownership are 50% less likely to share that concern. EV Owners are also 50% less likely to worry about the time it takes to charge. EV Owners report driving an average of 97 miles/day, which is well within the battery range of today’s EVs, and most (74%) charge at home.
Further, once people purchase an EV, they love them. EV Owners have a Net Promoter Score (NPS) of 82%, are satisfied with their car and 81% are likely to recommend one to others. The virtual unanimity among EV owners in their interest for wireless charging will become another benefit for them to point to as they champion their cars to others. GenX owners are even more passionate about their EV and are 10% more likely to recommend their EV than the average.
It is clear that charging issues overall are the major barriers for EV adoption, and wireless charging can significantly help to reduce those barriers. The availability of wireless charging increases purchase intent, will bring new owners to EVs, and will help expand the market beyond today’s early adopters.
Allison Webster for WiTricity