Electromobility at a tipping point

Battery electric vehicles are gaining momentum among new car buyers worldwide. Whether this growing interest will make the leap into the mass market depends on trust, infrastructure, and a functioning used-car market according to the BearingPoint E-Mobility Attractiveness Index 2026. Brand loyalty is increasingly ending at the point of purchase.

AMSTERDAM--(BUSINESS WIRE)-- Global electromobility is at a critical turning point. Battery electric vehicles (BEVs) are becoming significantly more attractive worldwide, driven in part by rising fuel prices and a much broader range of available models. But their breakthrough does not only depend on demand for new cars. This is highlighted by the BearingPoint E-Mobility Attractiveness Index 2026, for which more than 10,000 consumers in Germany, the United Kingdom, the United States, China, and India were surveyed.

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“Electromobility has become part of the purchase decision in many markets,” says Manuel Schuler, Global Head of Automotive at BearingPoint. “However, the transition to the mass market will only succeed if uncertainties regarding charging, and resale are consistently addressed.”

Consumers ready to buy are driving the turning point – India as a growth market

A key finding of the study: among consumers who plan to make a concrete purchase decision within the next three years, BEVs are, for the first time, the top preference in most of the markets analyzed. Even in Germany and the United Kingdom, markets where the overall population remains more hesitant, preferences shift in favor of BEVs as soon as purchase decisions become more concrete.

India plays a special role: despite comparatively lower purchasing power, openness to electromobility is high. Respondents primarily associate it with cost factors and infrastructure requirements.

The study clearly shows that the phase of early adopters has surpassed many markets. Electromobility is becoming a viable option for the mass market provided that the remaining structural barriers are addressed. “Overall, there are strong indications that we are approaching the tipping point. In markets such as China, we have already passed it,” comments Manuel Schuler.

No breakthrough without charging infrastructure

Despite the technological maturity of vehicles, charging infrastructure remains the biggest bottleneck, particularly in Western markets. According to the study, 45 percent of respondents in Germany, 52 percent in the United Kingdom, and 41 percent in the United States currently do not have reliable access to charging options, especially in private or workplace settings. While public charging options are available, they are not sufficient to support widespread usage.

“Range, charging performance, and vehicle quality have reached a very high level in recent years,” explains Schuler. “The biggest lever currently lies in infrastructure. As long as reliable everyday charging is not a given, customer hesitation will remain - despite the growing range of available EV models.”

Purchase decisions are becoming a matter of risk assessment

The study identifies a key driver of trust in electromobility: personal experience. Many respondents still report that they have never driven an electric car themselves, including 79 percent in the United Kingdom, 76 percent in the United States, and 62 percent in Germany.

“The fact that a large share of respondents still has no personal experience with electric vehicles shows that test drives are a key lever for the market breakthrough of electromobility,” says Manuel Schuler. “Without personal experience, electromobility remains abstract for many and therefore a barrier to purchase decisions.”

At the same time, the study reveals a fundamental shift in purchase decisions: buying an electric car, whether new or used has increasingly become an exercise in risk assessment. Across all markets analyzed, perceived battery quality and lifespan, repairability, warranty coverage, as well as vehicle and IT security are among the most important purchase criteria. While price considerations still play a role, they are never considered in isolation.

“Prospective buyers always assess costs in the context of long-term reliability and maintenance. More emotional factors such as brand image, by contrast, carry significantly less weight. This presents a challenge for established manufacturers. While their strength in combustion-engine brands still largely carries over into the electric era among the public, it does so much less among those with an actual intent to purchase,” comments Manuel Schuler.

Used-car market as the bottleneck of electromobility

According to the survey, the biggest structural barriers to the mass adoption of electric vehicles remain infrastructure and the lack of experience with EVs. In addition, the used-car market is still not sufficiently attractive. Acceptance of used electric vehicles across all markets is tied to strict thresholds particularly regarding vehicle age, mileage, and the number of previous owners.

The study shows that willingness to purchase used BEVs declines significantly after about three years of vehicle age, particularly sharply in Germany and the United Kingdom. The key factor is not so much about the price, but uncertainty about the condition of the battery and potential follow-up costs. This uncertainty often weighs more heavily than any monetary incentive.

Many prospective buyers therefore opt for new vehicles not for reasons of convenience, but to avoid technical and financial uncertainties, particularly regarding battery condition, warranty, and potential follow-up costs. The predictable depreciation of a new vehicle is perceived as less risky than the difficult-to-assess risks associated with used BEVs in the context of rapid technological advancement. The result is a widening gap between the new and used-car markets. Across all markets, a transparent battery health certificate would significantly increase the willingness to purchase used electric vehicles provided that the issuing authority is considered credible.

“Without transparent standards for battery health, robust residual value models, and clearly defined second- and third-life utilization concepts, the used-car market risks becoming the bottleneck of electromobility,” warns Manuel Schuler.

Brand attractiveness: established Western manufacturers are losing appeal among BEV buyers

Brand attractiveness is shifting in the electric era. While domestic manufacturers still dominate their respective markets such as BYD in China, Tata in India, and Volkswagen in Germany, South Korean brands Hyundai and Kia are gaining appeal across nearly all analyzed countries. They benefit from a strong reputation for advanced technology, reliability, and good value for invested money. Particularly noteworthy is the development of manufacturers positioned as BEV-native players: for example, BYD ranks only mid-field in the overall rankings of Western markets but is gaining strong appeal among prospective BEV buyers, a trend that points to potential future shifts in market share.

“Anyone who is seriously considering buying an electric car today is increasingly evaluating brands based on hard performance factors rather than historical brand loyalty,” says Manuel Schuler.

For established Western automakers, this represents a warning signal: while they continue to benefit from their long-standing reputation in their respective home markets, they are increasingly no longer automatically perceived as the first choice by purchase-ready BEV customers outside those markets.

A detailed presentation on the study results is available for download here: https://www.bearingpoint.com/en/download/?item=53706&module=

About BearingPoint

BearingPoint is an independent management and technology consultancy with European roots and a global reach. We help businesses transform by combining deep industry expertise with strong capabilities in strategy, operations, and technology. Dedicated SAP and Microsoft transformation units, a strong focus on AI, and outcome-based products enable us to provide tailored, innovative solutions that create measurable and sustainable value.

In addition to our core consulting operations, we run two joint ventures. Arcwide, our joint venture with IFS, specializes in business transformation enabled by IFS technology. BearingPoint North America, our joint venture with ABeam Consulting, focuses on consulting excellence and business transformation built on SAP.

BearingPoint works with many of the world’s leading companies and public-sector organizations. Together with its strategic alliance partner ABeam Consulting, the firm brings together more than 15,000 professionals and serves clients in over 70 countries, delivering seamless business transformation, strengthening performance, and driving sustainable impact.

BearingPoint is recognized among TIME World’s Best Companies and Forbes World’s Best Employers. The firm is also a certified B Corporation, committed to responsible business and creating long-term value for organizations, people, and society.

For more information, please visit:
Homepage: www.bearingpoint.com
LinkedIn: www.linkedin.com/company/bearingpoint

View source version on businesswire.com: https://www.businesswire.com/news/home/20260624368913/en/

Press contact
Alexander Bock
Global Senior Manager Communications
Telephone: +49 89 540338029
Email: [email protected]

Source: BearingPoint

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