2022年在线消费者对电动汽车的态度调查

synthesioWHATONLINECONSUMERSARESAYINGABOUTELECTRICVEHICLES-ANDHOWTHE2022MODELSSTACKUPASynthesioReportAuthor: Emma HuffIpsos left little inventory and long wait-times for shopp ers, and ele ctric vehicle (EV) manufacturers have disruptedthe standard dealership purchase jourmey with new dire ct-toconsumer models. Meanwhile, global trends insustainability and climate consciousness have brought conversations about EVs to the fore. According to arecent study from the U.S. Energy Information Administration, hybnid, plug-in hybrid, and electric vehiclesales in the US increased in 2021 and now surpass 10%_of all light-duty vehicle sales. Much of thisand, of course, Tesla. In 2021, manufacturers brought 126 new hybrid and electric vehicle models tomarket, versus only 49 intemal combustion engine (lCE) vehicle models.But not all consumers are sold on the benefits or practicality of EVs. To understand how the EV trend isevolving and who the audience segment really is, we collected and analyzed more than 14 million onlinementions over the past 6 months in Synthesio's Al-enabled consumer intelligence platformINSIGHT#1:TESLAANDBMWDOMINATEONLINECONVERSATIONSABOUTEVSINTHEUSANDEUROPEOnline conversations related to electric vehicles have increased by 16% globally over the last 6 monthsand by 20% in Europe and 27% in the US. Across both regions, the Tesla Model 3, Model S, Mo clel Y, andBMWi4 models lead share of voice by volume and interactions.Figure1Top10electricehicdesbyperoentsgeaftoteTop 10 electric vehicles by volumeUSTesla Model 322.9%Tesls Model S14.2%A(opow ete11.6%BMWi48.6%Rivian RIT5.6%Ford Mach EChevrolet Bolt EV4.2%Porsche Teycan4.1%Lucid Air3.4%VW ID.42.5%BuropeTesls Model 330.0%Tesla Model S12.4%Tesla Model Y11.33BMW i46.3%Porsche Taycan5.7%Ford Mech E4.6%Kis EV63.9% Nissan Leaf3.6%W ID43.2%BMWiX3.1%Crested xcth Datarappasurcs:Da/ICC0213/102022. public mentont in US ans Eurape elated te electicvehicdes,Engith anly Among the top 10 most-discussed ele ctric vehicles in the US, the Lucid Air and BMW i4 have the highestpercentage of positive sentiment, 81.5% and 739% respectively. lnterestingly, when we correlatedconversations about both of these models with purchase motivations and drivers of positive sentiment, theBMW i4 and Lucid Air were most correlated with 'performance and speed" and 'design and comfort'; otherfactors like the economic and environmental benefits did not appear as often in online conversationsOn the other end of the spectrum, the Chevrolet Bolt EV and Tesla Model S have the highest percentage ofnegative sentiment (48.8% and 45.9%). When looking at the top expressions associated with ne gativesentiment for the Tesla Model S, phrases like 'steering wheel' (referring to the Yoke), 'delivery,' and 'tooexpensive' dominate online ccnversations. For the Chevrolet Bolt EV, top phrases include 'speculationabout discontinuation' and "fire risk."Percentageofpositivesentimentinonlineconversations81.5%73.0%65.1%64.9%60.3%58.7%56.1%56.1%54.1%51.2%Lucid AirBMW i4Model 3TeslaModel YTeslaRivian R1TPorscheFord MachVW ID.4Model STeslaChevroletTaycanBolt EVSauree:D0/1C2021a/10.2022.pubfio menfions inUSielated to eletiovehidles.Engish snhSynthe sio's Trend Lifecycle mapping shows the relative growth rates of each model; models in thedevelopment' stage have relatively low volumes of online conversations and low growth rates. Models ingrowth starts to slow down.From September 2021 to March 2022, the Tesla Model 3 contributed the highest volume of onlineconversations, but the Porsche Taycan and BMWiX gained online traction and are moving towards the"introduction' phase with high growth rates. Conversely, conversations about the Rivian R1T have slowedto a growth rate of 0%.social buzz. Comparing the snapshot below to the previous 6-month period from March 2021 toSeptember 2021 shows that the Rivian R 1T moved all the way from development to maturity, meaningonline buzz slowed, whereas the Porsche Taycan had similar overall conversations volumes, but a highergrowth rate Figure 3 Synthesip's Trend Lifecycle map shows which conpettors are growng online and which are fading outTrendLifecycle:Top1o EVmodelsbyconversationvolumeintheUSTesia Modd 3Current period: 06/21 03/22PorscheTakcanRMan RITBVW 0Preeriod:03/21=09/2Porsche TacarRivian RITrdxSeu1ts.00/10/20213/1C2022.publics.Enghhenl INSIGHT#2:CONTRARYTOPOPULARBELIEF.CONSUMERSAREMOREINTERESTEDINEVS'PERFORMANCEANDSPEETHANTHEIRENVIRONMENTALANDECONOMICBENEFITSTo understand what's driving consumerinterest in EVs, we categorized millions of online conversationsdesign and comfort. Despite global support for the shift from fossil fuels as energy prices rise, onlineconsumers in both the US and Europe sre more interested EVs' promise of higher pe rformance andspeed than their impact on the environment.TotalvolumeofonlineconversationsbypurchasemotivationPerformance end speed32.2%Environmental benefits22.5%Economic tenefits4Design and comfort19.2%Seuce:08/10V/20213/1C.2022.psblkA