Touchpoints for e-mobility: Understanding the vehicle purchase process to promote EV sales in Switzerland

Electric vehicles (EV) are critical to fulfil climate goals. Despite societal and technological benefits, Swiss EV market share was only 1.8% in 2018. To understand the reasons for the limited EV sales and propose measures how to increase them, vehicle purchase process has to be analysed. For that, a mixed method research combining narrative literature review and an online survey of 553 Swiss car drivers was conducted. The conclusions firstly deliver a novel, conceptual framework of the vehicle purchase process. It consists of five stages both prior and after the purchase that are underlined by differentiated decision-making strategies. Secondly, key influences in the process have been identified. Based on these findings, touchpoints in individual stages of the purchase process to more effectively promote EV sales in Switzerland have been recommended, namely fostering consultation of a plurality of information sources, car dealer EV training programs and EV use-based incentives.