Deloitte study: Purchase intentions for e-cars stagnate - Popularity of combustion engines continues to increase

This means that interest in such cars has increased for the second consecutive year - in the survey in 2023 it was 45 percent, last year it was 49 percent. At the same time, electric cars remain unpopular: 14 percent would prefer a pure electric car (BEV) - only one percentage point more than the previous year and as many as in 2023. A plug-in and hybrid vehicle would be an option for around a fifth of people (2024: also 21%).

In China, on the other hand, interest in electric cars prevails, as the global survey shows. Here, 27 percent of buyers would prefer a pure electric car, with another 33 percent opting for a plug-in or hybrid vehicle. Only 38 percent want their next car to be a combustion engine. The most common argument for the electric car cited by Chinese consumers is the driving experience. Those who want to buy an electric car in Germany are primarily concerned about the environment.

E-cars need to become more attractive

"In China, the framework conditions are optimal to stimulate the growth of electromobility. Readily available charging stations and more affordable vehicles are decisive factors," explains Dr. Harald Proff, the global head of the automotive sector at Deloitte. "To bring more electric cars onto the road here, they need to become more attractive. There needs to be a broader range of small and medium-sized vehicles and a faster expansion of the infrastructure."

While 43 percent of respondents in Germany express concern about the lack of public charging infrastructure, only 24 percent do so in China. Additionally, people in this country are price-sensitive: Half would like to spend less than 30,000 euros on a new car (2024: 55%), with another 28 percent setting the limit under 50,000 euros. The majority (62%) cite price as the most important criterion for choosing a vehicle.

Expectations for range are also high: Around a quarter (27%) of respondents in Germany want to be able to drive over 600 kilometers on a fully charged battery. Accordingly, the greatest concern with electric cars for 54 percent is range, followed by the higher purchase price (45%).

High Willingness to Switch in China

Electromobility is bringing new market players to the forefront. What impact does this have on brand loyalty? Compared to the previous year, the willingness to switch brands is increasing in Germany: 46 percent want to switch to another brand when purchasing their next car (2024: 41%).

Particularly in China, the willingness to switch manufacturers is very high. There, 76 percent are planning to change brands, a slight increase compared to 2024 (73%). The origin of the vehicle plays an important role in the purchasing decision: 65 percent of Chinese consumers find it important or very important that their vehicle is manufactured in their own country. In Germany, only a third see it this way.