Volvo
An In-Depth Look at Consumers to Advance the Adoption of Electric Vehicles in Chile
An In-Depth Look at Consumers to Advance the Adoption of Electric Vehicles in Chile
01
The Challenge
We are promoting a new approach to career transition
Volvo faced the challenge of moving forward with its ambitious strategy toward more sustainable mobility—with goals such as having 50% of the cars it sells by 2025 be electrified and achieving carbon neutrality by 2040—in an environment where the adoption of electric mobility was still limited.
The challenge was to understand how current and potential buyers of this technology perceived this technological transformation: what motivates them, what barriers they face, and what conditions are needed to accelerate the transition to electric cars.
02
What We Did
Our Value Proposition
A qualitative study involving 16 in-depth interviews with users and potential users of electric and hybrid cars—both Volvo customers and non-customers—to explore perceptions, motivations, barriers, and opportunities.
A quantitative study based on 420 online surveys of drivers in key segments for the brand, including a closer look at Volvo subscribers and buyers, with a focus on people interested in purchasing or replacing their vehicle within the next three years.
03
Result
Our Impact: A Connected Brand
The study identified three key findings that guide the electromobility strategy: Lack of knowledge: Most people associate electromobility with a more sustainable future, but 55% report having little or no knowledge of the topic, particularly women, people aged 45–54, and residents of rural areas. The more knowledge people have, the more willing they are to buy: education emerges as a key driver of change.
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