EV Customer Research: The Role Utilities Can Play in Advancing EV Adoption

Posted by Shaina Kaye on December 5, 2019 at 9:53 AM

Electric vehicles ahead

By 2050, there is expected to be a 20-38 percent increase in US electricity consumption, according to the National Renewable Energy Laboratory. A large contributing factor to that increased demand? Electric vehicle adoption.
We’ve all heard about the electric vehicle boom. But as we head into 2020, that “boom” is no longer a far-off hypothetical. Within the next five years, experts estimate that there will be nearly 7 million electric vehicles on the road, up well over 1,100% from the number of EVs on the road in 2016 (567,000).

Growing demand for electricity presents countless questions: questions about demand management, grid modernization, storage opportunities and alternative energy sources to address load capacity. At the end of the day, it also presents opportunities for increased sales and revenues for utilities and energy service providers, especially when it comes to electric vehicles.

It’s not too late for energy companies to set themselves up for future business growth by playing a significant role in moving consumers from being interested in EVs to actually buying them.

To better understand the role customers want their utility to play and the unique value their utility could add, we conducted research with utility customers in Massachusetts, New York, and Rhode Island.

Here’s what we found: customers are looking to trust sources for more information before taking the leap into EV ownership. Interested in learning more? We’ve compiled all of our insights into our whitepaper: Accelerating EV Adoption: How utilities can provide real value to customers.

In it, we reveal four ways utilities can help accelerate EV adoption and highlight two personas of likely EV shoppers, sharing not only their motivations, needs, frustrations, and challenges, but also ways utilities can engage with each audience.
Access the full whitepaper here: evinsights.ksvc.com.

Does your company already have a strong EV program? Need help communicating your EV offerings to current and potential customers? We can help! Get in touch today.


Topics: Customer-Centric Marketing, Utility Communications, Innovation, Research, Electrification, Marketing Strategy and Best Practices