Motor Mindset – Emergence of EVs
As 2023 began, the Society of the Irish Motor Industry (SIMI) noted an 81% uplift in the registration of electric vehicles among Irish drivers. A total of 15,678 new electric cars were registered throughout 2022, comparing to 8,646 over the same period throughout 2021 (+81.3%) and 3,444 in 2019 (+355.2%).
Having previously examined consumer opinions and perceptions associated with the market, we are now revisiting these customer sentiments as part of our ‘Motor Mindset’ research, featuring up-to-date information and fresh perspectives on how EVs, plug-in, and standard hybrids are perceived by consumers of the Irish motor market.
The findings are part of our ongoing iQ insight programme, which was conducted on our behalf by Ipsos MRBI among 300 residents of the capital, aged 16-54.
The results are indicative of an increased sense of openness and awareness toward alternative options in the market. 13% of respondents noted as owning an EV presently, while others continue to contemplate options available to them compared to a traditional (petrol or diesel) motor.
While findings show 72% of those surveyed currently own a traditional (petrol or diesel) motor, there has been an overall reduction of 3% in this figure YoY. Additionally, when asked about their next motor purchase, 23% of current petrol and 12% of current diesel motor owners noted as intending to purchase a different motor type.
Of those who currently own a traditional motor, there been a change when it comes to who those drivers are. Scoring highest in this ownership category are those in the 45-54 age bracket (96% of males and 69% females), replacing 35–44-year-olds as the highest age category in 2022 who see an annual decrease of 4%. This may imply that younger generations are beginning to manifest their purchase considerations following on from the past year.
These sentiments are reflected in a continuing sense of positive consumer demand trends for the EV market looking toward the future. 50% of respondents marked their intent to purchase an EV or hybrid motor as their next vehicle – an increase of 37% compared to current car ownership – compounding data from SIMI and implying an ongoing sense of movement away from traditionally fuelled motors toward more efficient, environmentally friendly options.
This is reflected in reasoning behind sentiments toward non-traditional motors. When asked to rank reasons surrounding contemplation to purchase electric car models, the most frequently cited options were fuel savings, environmental benefit, and less maintenance at 35%, 30%, and 11% respectively.
Comparing with with data from Deloittes’s most recent ‘Global State of the Consumer’ study, Irish consumer sentiment for vehicle purchasing shows 19% of consumers plan to buy a vehicle in the next 6 months. Of those who plan to purchase a new vehicle, 6% responded as looking to switch to an electric vehicle. In alignment with our study, 5% cited fuel efficiency while 21% cited high maintenance costs.
As a medium with a tangible presence in public spaces, the Outdoor industry continues to help drive Ireland’s journey to becoming a more sustainable society. OOH plays an important role in driving awareness for electric car brands and presents major opportunities for brands to take advantage of this growing interest. Some examples in the last few months include Opel Mokka, Fiat 500e, Toyota C-HR, and ORA Funky Cat.
Mario gets Super Animated on French OOH formats
To coincide with the release of The Super Mario Bros. Movie, Universal Studios went one step beyond the warp pipe to advertise on French OOH formats.
Through innovative use of JCDecaux France’s Colonnes Morris, the cylindrical display located on Paris’ Champs- Élysées was fitted with a green puck complete with emerging Mario to emulate the iconic travel medium the video game-turned film franchise.
This comes as the latest innovative use of the medium which has decorated French roadsides since the 1800’s. Previous film releases Early Man and Despicable Me 3 have also incorporated special build elements, making use of the unique format which is positioned on one of the highest footfall streets of the French capital.
via IMJ Adworld: