Unveiling Electric Vehicle Satisfaction in Thailand
Manenatta Jirasevijinda, Senior Director of Automotive Industry Insights at NielsenIQ Thailand and Japan, has shared valuable insights from the recently conducted Electric Vehicle Ownership Satisfaction (EVOSS) study in Thailand. This index exclusively assesses consumer satisfaction with battery electric vehicles (BEVs) and plug-in hybrid electric vehicles (PHEVs).
The study employs a detailed 1,000-point scale to evaluate satisfaction, highlighting critical parameters like driving experience, ownership costs, charging accessibility and convenience, after-sales service, and in-vehicle technology. A higher score on this scale denotes enhanced customer satisfaction.
Key Factors Influencing Satisfaction
The top influencers on satisfaction in the BEV/PHEV driving experience have been ranked as follows:
- Interior and exterior design (16%)
- Quality and reliability (16%)
- Driving enjoyment (13%)
- Safety and technology (13%)
- Service experience (12%)
- Driving range (11%)
- Home charging convenience (11%)
- Ownership costs (9%)
This comprehensive survey revealed an overall satisfaction score of 880 points for electric vehicle ownership in Thailand. Notably, the aspect of home charging convenience garnered the highest score of 895 points, indicating robust approval for the accessibility and ease of use associated with home charging.
Interestingly, a significant 84% of survey respondents noted that they primarily charge their EVs at home. However, the aspect of ownership costs, encompassing electricity expenses, maintenance fees, and vehicle prices, received the lowest satisfaction score of 863 points.
Furthermore, it was observed that a major share of electric vehicle owners in Thailand acquire EVs as additional vehicles rather than as replacements for existing cars. This trend reflects the diverse usage needs among consumers.
Shifting Purchase Decisions
When examining purchase motivations, it was found that compared to first-time car buyers and those seeking replacements, powertrain options played a lesser role for individuals adding an EV to their fleet. The pivotal factors shaping purchase decisions include:
- Design (61%)
- Driving performance (59%)
- Quality and reliability (58%)
- Driving range (52%)
Tesla’s Dominance in Thailand’s EV Sector
Tesla has emerged as a frontrunner in Thailand’s BEV/PHEV market, boasting the highest satisfaction score of 890 and an impressive Net Promoter Score (NPS) of 81, demonstrating significant brand advocacy among consumers.
A closer examination of Tesla’s performance reveals superiority in key areas such as:
- Safety and technology (905 points)
- Driving enjoyment (899 points)
- Quality and reliability (894 points)
- Driving range (883 points)
These exceptional scores further solidify Tesla’s commanding presence in Thailand’s electric vehicle market.
Manenatta emphasized the necessity for manufacturers to engage with customer dissatisfaction proactively. Understanding customer expectations is critical to improving products, enhancing after-sales services, and managing costs effectively. Furthermore, she highlighted that mere advertising can no longer suffice; there is a pressing need for manufacturers to back their claims with substantial evidence, especially regarding driving range information. This transparency is pivotal in fostering consumer confidence and preventing disappointment.
NielsenIQ carried out this survey between October and November 2024, utilizing both an online platform and face-to-face interviews with 1,060 BEV and PHEV owners who had vehicles for no more than three years. The findings serve as critical levers for automakers aiming to refine their offerings and address brand perceptions in the evolving EV landscape.
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