To understand both the functional and emotional benefits of electric cars among this specialized segment of car purchasers, SPI used a qualitative methodology that included individual phone interviews in car-centric markets. We conducted in-depth conversations with owners of the brand’s e-cars, drivers of competitive brands, considerers of fully electric cars, and environmentally friendly buyers to better understand their evaluative criteria for purchase, underlying brand perceptions, and the purchase journey. We also conducted focus groups in high-income urban markets where the emotional benefits of luxury cars in general – and electric cars, in particular – can be even more important than functional benefits. Using projective exercises, we prompted target consumers to reveal the functional (e.g., range and battery charging, cost, features, etc.) and emotional (status, self-image, lifestyle, etc.) benefits of e-cars. Through the use of differently-themed creative springboards, we elicited consumers’ reactions to several “future worlds” scenarios and stretched their imaginings on the category and what could drive interest in the future.
