Case Study
Electric Vehicle Market Entry Strategy
METHODOLOGY
Quantitative & Qualitative, Multi-phase Consumer Journey Mapping
TYPE OF STUDY
Ad-hoc
SAMPLE SIZE
2,800 respondents
LOCATION
12 Metropolitan Markets (US)
INDUSTRY
Automotive
SEGMENT
Electric Vehicles (EVs)
SUB-SEGMENT
Family-oriented EV Purchase Behavior
TARGET AUDIENCE
Parents with children under 18, HHI $75K+, active car shoppers (next 24 months)
The Challenge
A traditional automotive manufacturer preparing its first fully electric SUV needed to understand what drives families to adopt EVs—and what holds them back. They faced uncertainty around pricing, differentiators in a crowded EV space, and regional variations in charging sentiment.
The key question: How should a new family-oriented EV be positioned to compete with established players?
Our Approach
We conducted a comprehensive, multi-phase consumer journey study to map how families evaluate, test, and ultimately choose an electric vehicle.
Sample: 2,800 respondents across 12 major metro areas
Audience: Parents with children under 18, HHI $75K+, planning a vehicle purchase within 24 months
Research Phases:
- ● Pre-purchase consideration study (1,200 respondents)
- ● Vehicle configuration & feature preference testing (800 participants)
- ● Post–test drive qualitative feedback (400 participants)
- ● Purchase intent tracking over 6 months (600 participants)
Advanced analytics and testing included:
- ● Conjoint analysis for precise pricing strategy
- ● MaxDiff feature prioritization
- ● Heat-mapped digital journey analysis
- ● Geo-fenced mobile surveys near competitor dealerships
Key Insights
Families showed clear barriers: 67% were concerned about charging access, and many worried about battery replacement costs (43%) and long-trip reliability (38%).
Range and charging speed dominated priorities. A 400+ mile range ranked highest for 89% of respondents, followed by under-30-minute fast charging. Safety features tailored to family use and flexible seating were also essential.
Pricing analysis revealed:
- ● Optimal price point at $52,000 for the ideal feature bundle
- ● Premium configurations accepted at $58,000
- ● West Coast consumers willing to pay 8% more than other regions
Impact
Product teams expanded the battery range from 350 miles to 420 miles and added new family-centric features, including rear-seat entertainment and enhanced child safety locks. The brand also secured rapid-charging partnerships with major retail chains.
Marketing shifted toward a “Family Adventure Ready” positioning, highlighting road-trip capability and charging convenience. Regional pricing strategies increased margins in EV-friendly markets.
The results were immediate:
- ● Pre-orders exceeded expectations by 127% in the first 3 months
- ● Customer acquisition costs dropped 23% below industry norms
- ● NPS reached 72, compared to the industry’s 31
- ● The brand captured 8.3% market share within the target demographic in year one
Conclusion
Families weren’t just evaluating EV specs—they were evaluating confidence. Addressing emotional and practical concerns around range, charging, and trip readiness proved crucial for a successful EV launch.
Client Testimonial
"Quest Sampling's research fundamentally shaped our EV strategy. Their insights about range anxiety weren't just about the miles—they revealed that families needed emotional confidence for spontaneous trips. This led us to focus on rapid charging partnerships and 'adventure ready' messaging that resonated far better than traditional efficiency-focused EV marketing."
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