Are Experiences Per Mile Different for Electric Vehicle Owners?

Experiences Per Mile can be defined as hyper-individualized experiences that solve for real consumer needs to help people maximize the time they spend in the car. The Experiences Per Mile Advisory Council, formed by HARMAN International and SBD Automotive, comprised of Industry Automakers, Tier One Suppliers, Third-party Providers, and other industry leaders, set out to answer this thought-provoking question in their mission to better understand and improve the consumer experience.

As the Advisory Council investigated the Electric Vehicle Industry, they uncovered interesting findings through quantitative and qualitative research studies, by interviewing EV thought leaders and through brainstorming sessions with EPM Advisory Council members. They formed a new report, “EPM: Are Experiences Per Mile Different for Electric Vehicle Owners?” The report findings are based on two fundamental assumptions:

  1. The adoption of EVs will proliferate, and
  2. The global charging infrastructure will catch up and meet the level of demand.

However, we are now in a unique moment of time where new opportunities are present for providers and consumers alike.

Top 10 new dynamics in the Electric Vehicle Market

Described in the EPM Advisory Council Electric Vehicle Experiences Report

  1. The major conclusion of the new report is: ‘Experiences Per Mile’ are different for electric vehicle (EV) owners compared to traditional ICE vehicle owners.
  2. The transition to an electric future is affecting consumers across the world differently and shows a different pace of adoption by major regions.
  3. Collaborative, consumer-centric innovation is critical to promote better experiences for the Electric Vehicle future.
  4. The EV consumer is looking for a better experience more now than ever before and is at a state where he/she can finally appreciate various Experiences Per Mile solutions.
  5. There is an opportunity to conquest customers from competing OEMs during the global electrification race, due in part to the lack of available EV options by every manufacturer.
  6. The EV value chain is complex and adds several layers, integrating markets that were not closely linked to the automotive industry in the past.
  7. Electrification affects the entire consumer lifecycle, from purchase consideration through the secondary market, creating new business opportunities for automakers and other businesses throughout.
  8. The EV Market attracts distinct ‘consumer personas’ included in the report in this early market stage. It is expected that this will change as wider adoption occurs.
  9. EVs are flagships for new technology, creating new opportunities and risks for the entire automotive industry and creating a stronger demand for Over-the-Air Updates for EVs and charging stations.
  10. As vehicle powertrains are shifting, so is the connected world, colliding to create new opportunities and hyper-individualized experiences that solve for real consumer needs.

EV Behaviors Today

Today, we’re seeing significant investments from across the industry – OEMs and the broader ecosystem are accelerating the development electrification of vehicles, creating new infrastructure needs and forming new support networks. At the same time, consumer interest is skyrocketing and their demand for EV-specific experiences is growing. We are at the precipice of a rare opportunity that if actioned on, will fast-track EV adoption and change our roads, how we drive and even where we go. EVs are flagships for new technology, creating new opportunities and risks for the automotive industry.

Experience Expectations

Global action, supply chain challenges, and environmental impact are among the largest external impacts for the EV market today. This is compounded by heightened consumer expectations for brands and the experiences they demand. The automotive industry is already transforming and evolving towards an electric future. Global EV sales are exhibiting strong growth, OEMs are setting aggressive product and investment targets, and the voice of the consumer is becoming a sounding board for innovation and environmentally conscious design. This report explores global consumer surveys conducted by SBD Automotive and HARMAN. It illustrates that this change is occurring differently in three major geographies: China, EU and USA.

The report is clear in that there are still existing barriers to adoption. Charging infrastructure requires continued development in both physical availability and the overall user experience, while availability of range based on charge continues to be a leading concern voiced by consumers considering EVs. These all form a new set of consumer expectations.

The New EV Experience Cycle

For consumers today, buying an EV looks very different than a traditional vehicle purchase. There is more research, training and contemplation – while the lifecycle of ownership also has several added aspects to consider. The report shows ‘consumer personas’ developed to illustrate the impact EVs have on varying consumer profiles. It explores how collaborative, consumer-centric innovation is critical to promoting better experiences.

The new EPM Advisory Council Electric Vehicle Experiences report summarizes that Experiences Per Mile are indeed different for EV owners compared to ICE owners, requiring new considerations, industry collaboration and EV-centric design to support consumers as they make the transition to electric vehicles. As consumer preference changes, so will their experiences. As vehicle powertrains are shifting, so is the connected world, colliding to create new opportunities and hyper-individualized experiences that solve for real consumer needs. It is no longer a question of if, but when, will the mass adoption of EVs effect your business.
The EPM Advisory Council was formed to align automakers and other industry stakeholders in the connected movement, and to encourage collaboration regarding the changing value chains in the automotive industry. This report was written by members of the EPM Advisory Council.
For more information, download the report EPM: Are Experiences Per Mile Different for Electric Vehicle Owners?

Karen Piurkowski

Karen Piurkowski

Global Automotive
Marketing Director at
HARMAN International