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Nearly 7 in 10 prospective EV buyers in the United States expect
to pay less than $50,000 for their next vehicle, according to
the survey conducted between September and October 2022.
More than half of the respondents in the survey said a lack of
affordability was the biggest concern when it comes to EV
adoption, at a time when top EV makers are raising prices amid
high inflation.
Tesla Inc's popular Model Y starts at $65,990, while legacy
automaker Ford Motor Co's Mustang Mach-E begins from $46,895,
according to the companies' respective websites.
Despite the pricing pinch, the intent to purchase an EV is up 3
percentage points year-over-year in the United States, with an
identical increase recorded for hybrid electric vehicles and
plug-in hybrid electric vehicles, Deloitte said in its "2023
Global Automotive Consumer Study". Internal combustion engine
purchase intent dropped to 62% from 68%.
"Although historically high transaction prices are a significant
challenge for consumers, a strong desire to reduce refueling
costs is driving EV purchase intent around the world," Deloitte
LLP vice chair and U.S. automotive leader Karen Bowman said.
The survey also showed that 30% of U.S. consumers do not trust
anyone with the data from their vehicles, signaling a
significant challenge for manufacturers looking to further
monetize the mobility experience.
Globally, consumers would rather pay for connected technologies
upfront as part of the vehicle's transaction price or per use,
compared with a subscription plan, the study said.
(Reporting by Priyamvada C in Bengaluru; Editing by Devika
Syamnath)
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