EV Driver Survey Report

This extensive research project provided invaluable insights into EV drivers’ behaviours across Europe to directly informed Shell Recharge’s go-to-market strategy and marketing efforts.

The background

We collaborated with Shell Recharge on their in-depth EV driver survey across Europe. Shell Recharge, a pan-European provider of rapid EV charging networks wanted to understand trends, drivers and attitudes of EV owners. This included understanding not only the environmental consciousness of EV drivers but also their adaptability to the changing energy market. This will allow Shell to focus on untapped opportunities and customer needs, provide thought-leadership and a Call-to-Action for the industry.

What the client needed and their key question(s)

Shell Recharge sought to identify the motivation for purchasing EV’s and EV chargepoints. From driving habits to smarter meter adoption and charging behaviours, the research sought to unravel the impact of the 2022 energy crisis and development of new technologies on consumer choices across Europe. The project also sought to uncover the different drivers and barriers to using EV chargepoints and which charging locations drivers frequent the most. Key survey questions focused on driver demographics and behaviours, range confidence and charging needs. Additionally, the survey investigated how drivers are managing the complex charging ecosystem including payments and preferences, the key challenges with accessing charging infrastructure and future charging needs that will enhance driver experience.  

Our solution

LCP Delta conducted a comprehensive survey across nine markets, including France, Spain, Germany, Italy, the Netherlands, Norway, the UK, Sweden, and Belgium, taking regional variations into account. The fieldwork, carried out in early 2023, involved an online survey with 40 questions. Respondents were approached through three channels: an email campaign targeting Shell Recharge customers, a third-party market research agency catering to both mobile and desktop users, and LCP Delta’s online channels.

Working closely with Shell, LCP Delta designed the survey questions and provided analysis and interpretation of the results. Leveraging our expertise in EV charging, we reviewed Shell’s previous survey, offering recommendations for areas that would benefit from adjustment based on our expert insights and Shell Recharge’s objectives. We delivered a series of recommendations based on the survey findings to support Shell’s future strategy plans.

In total 25,000 EV drivers completed the survey, which included a broad type of charging habits including business travel, commuting and home and work-based charging.

LCP Delta provided additional insight on the impact of the energy crisis on driver choices (such as cost consciousness) and assessing drivers’ openness to participating in smart charging across various markets. LCP Delta extensively discussed the results with Shell Recharge leadership teams to fully inform them of key nuances and to ensure alignment of the objective.

Our impact

This project provided actionable insights and recommendations to a large player in the EV charging space. It showcases our expertise in consumer behaviour analysis related to EV charging, our understanding of the EV landscape, strategic planning, and how this supports data-driven decision-making. Additionally, it highlights our collaborative approach with a multi-stakeholder group. LCP Delta provided essential context and credibility to the insights, resulting in a clear explanation of their implications for the industry.

You can find the report on the Shell Recharge website.