ELECTRIC vehicles are gaining momentum among new car buyers worldwide, according to a new report from BearingPoint.
The management and technology consultancy says that it’s still debatable whether this growing interest will make the leap into the mass market. To make the leap, depends on trust, infrastructure, and a functioning used-car market, concludes the report.
The BearingPoint E-Mobility Attractiveness Index 2026 says EVs 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.
Anyone who is seriously considering buying an electric car today is increasingly evaluating brands based on hard performance factors rather than historical brand loyalty.
“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, EVs are, for the first time, the top preference in most of the markets analysed. Even in Germany and the United Kingdom, markets where the overall population remains more hesitant, preferences shift in favour of EVs 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.”
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% of respondents in Germany, 52% in the United Kingdom, and 41% 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.”
Acquisition 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% in the United Kingdom, 76% in the United States, and 62% 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. 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 analysed, 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 BearingPoint 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, something the BVRLA has been campaigning on in the UK with its #happyEVafter lobbying slogan. 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 EVs 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 EVs 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 utilisation concepts, the used-car market risks becoming the bottleneck of electromobility,” warns Manuel Schuler.
Brand Attractiveness: Established Western Manufacturers Are Losing Appeal Among EV 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 analysed 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 EV-native players: for example, BYD ranks only mid-field in the overall rankings of Western markets but is gaining strong appeal among prospective EV 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.”
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 EV customers outside those markets.
BearingPoint Infographic On Electromobility
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