• PwC’s 2025 eReadiness Survey shows EV adoption is broadening, with sales growing at every price point and reaching a record market share in the first quarter of 2025.
• Price, charging time, battery lifetime, and range are the most significant barriers to buying an EV.
• Strategic actions differ by market. In mature markets, the focus includes cost reduction and pre-owned programmes. Maturing markets need affordable EVs for first-time buyers.

From a standing start nearly 20 years ago, the e-mobility industry and its corresponding ecosystem have grown rapidly. In the first quarter of 2025, for the 40 markets tracked by PwC AutoFacts, electric vehicle (EV) sales grew 42% from the year before and consequently reached a record market share. The market is clearly broadening; sales are growing at every price point, and manufacturers are building new plants. However, EV market growth isn’t just about vehicle sales.

As our 2025 eReadiness Survey makes clear, the entire e-mobility ecosystem is expanding, maturing, and generating new areas of value creation as consumers come to appreciate how driving is increasingly interwoven with their energy, technology, and even lifestyle decisions. The larger EV ecosystem—assembly plants, battery manufacturers, materials recyclers, and a growing array of products and services—is attracting significant investments.

Our research, which focuses on consumer opinions about EVs as well as territory-by-territory progress on EV infrastructure and government incentives, shows that this growth represents a significant opportunity for incumbents, start-ups, and companies eager to capitalise on changes in the way we move.

It also presents substantial challenges. The electric mobility transition is happening at different speeds around the globe, as conditions, strategies, and progress vary from territory to territory. If all these investments are to pay off, we will need to see concerted efforts to further broaden access to—and support of—EVs around the world.

Our study consists of two components. The first is a survey that canvassed some 17,000 drivers across 28 countries in the following regions: Asia-Pacific (APAC); Europe, the Middle East, and Africa (EMEA); and the Americas (including Brazil, Canada, and the United States). The survey yields insights into the factors that are guiding global EV adoption, while also identifying the consumer concerns that EV automakers need to address in order to convert sceptics into users.

Among the headline findings? Over 90% of EV owners are satisfied with their purchases and driving experience—a reading that has remained fairly constant over the years. EV users are keen to buy additional products and services related to their purchase. Producers are responding with advances in quality, battery storage, driving range, and maintenance. For this year’s edition of the survey, we added questions about people’s attitudes towards autonomous vehicles. 

The second component of the research is a numerical index covering 28 countries and is based on our assessment of progress on four key areas: government incentives, infrastructure, supply, and demand. It provides a snapshot of where different territories stand in their construction of the e-mobility market and their ability to support its further broadening. It also shows that EV adoption is not uniform.

The transition is happening at different speeds around the world, and levels of enthusiasm for the transition vary. A number of factors are involved—including the role governments play, as some actively promote e-mobility and others are much less supportive.

The survey participants have been divided into three main clusters.

• EV owners: people who currently own an EV
• EV prospects: people who have clear intentions of buying an EV in the next five years
• EV sceptics: people who have declared they have no intention of buying an EV in the next five years

The trend is clear. In every region, EV owners represent a small but clearly rising share of those surveyed (8%). About two-thirds of people—again, their proportion rising in each of the three regions over the past two years—say they are interested in buying an EV in the next five years. The number of sceptics is falling slowly across the board.

Affordability is the key to growth

For the global EV market to keep growing, the price of new vehicles (as well as the cost of maintaining them) will need to become more competitive. At present, EV owners tend to have higher gross incomes (€105,000) than EV prospects (€87,000) or EV sceptics (€57,000). The majority of EV prospects (50–70%), however, expect to pay under €40,000 for a new vehicle.

Although the total cost of ownership of an EV is already lower than that of a comparable internal combustion engine (ICE) vehicle, the upfront transaction price continues to be a more relevant factor for consumers. Nearly half of those surveyed say the overall price of the vehicle was the deciding factor for their purchasing decision. Automakers seem to be responding. Chinese automakers have now made significant inroads into the global consumer EV market with dependable, competitively priced vehicles. European carmakers are also striving to meet the demand for affordable EVs.

Range anxiety among key concerns for buyers

In recent years, EV manufacturers have highlighted the improved performance characteristics of their vehicles, often focusing on such factors as pickup and speed. However, the EV buyers of tomorrow (the EV prospects in our survey) continue to value different performance indicators, especially those related to safety and convenience.

Only 22% identify driving performance as a critical part of their decision-making, whereas 55% are concerned with safety (second only to price). Exactly half cite charging duration as the top barrier to making an EV purchase, followed by anxieties over battery lifetime (40%) and driving range (35%). Of current owners, 28% say they were swayed into buying after taking a test drive. Even so, among this group, far more (47%) were persuaded by the purchase price and overall financial offer.

If range anxiety and charging time continue to be barriers to widescale EV adoption, what do consumers think would be attractive in those areas? The answer, it seems, depends on where in the world you are driving. Slightly more than half of our survey respondents globally (52%) say that a 300- to 400-kilometre range is acceptable, provided they can charge their car in under 30 minutes.

This is not the case in every geography. In southern Europe, 22 minutes to a full charge is considered acceptable. Drivers in China are happy to wait a full 36 minutes to charge their vehicles. Driving range expectations, as measured by the distance required to satisfy 50% of customers, also vary noticeably by territory, from a low of 370–380 kilometres in Brazil, the UK, India, and the US, to a high of 450–465 kilometres in Norway, France, Slovakia, and China. 

Add-ons and services are influencing consumers

The decision to purchase or lease an EV today has less to do with acquiring a standalone product and more to do with becoming part of the mobility ecosystem. And the choice is determined as much by charging power, time, and infrastructure as it is by access to green energy sources and battery storage solutions. The survey makes clear that existing EV owners have a significant interest in purchasing these additional products and services.

More than half (54%) bought a charging solution bundled with their car purchase, and 28% invested in charging infrastructure after receiving their vehicle. Maintenance plans are growing in popularity globally. In 2024, 50% of APAC survey respondents added a maintenance plan when buying a new EV. This year, 73% did so. By comparison, only 49% of EV prospects and 27% of EV sceptics in the APAC region added a maintenance plan to their last (ICE) vehicle purchase.

EV owners are looking for convenience and flexibility

EV owners continue to show a preference for fast battery charging at public facilities and demonstrate loyalty to their providers (67% say they always go to the same charging provider and cite pricing, location, and speed as the main factors in that decision). Yet, charging subscription plans have declined 9 percentage points since 2024’s survey (down to 16% from 25%), and there has been a commensurate rise in pay-as-you-go (from 75% to 84% year on year).

The rise of the used EV market

One clear sign of EVs becoming part of the mobility mainstream is the growing consumer interest in used models. Used EVs are becoming more common and accepted.

More than 60% of EV owners globally would consider buying a used EV as a next car (an increase of 10 percentage points from 2024). Here, again, cost and convenience are the most commonly cited reasons. A reduced insurance premium (58%) is the top motivation cited by EV owners, followed by the lower depreciation value of the vehicle and lower upfront costs.

Less than half (40%) also like the fact that used EVs are immediately available (a reflection perhaps of the supply chain difficulties that have hampered production and delivery of new models in recent years, and that could be exacerbated as trade tariffs come into effect).

In Europe, Norwegian drivers show the most interest in purchasing a used EV—no doubt because of their government’s goal to stop the sale of new ICE vehicles by 2025. For several years, EV sales have been strong in Norway, and in 2024, EVs accounted for 90% of the new cars sold there—meaning a robust inventory of used EVs will be available in the future. Japan and Malaysia are among the countries where EV owners are increasingly open to used EV models. Improved battery warranty, safety, and occupational health certifications are key factors in incentivising customers, as is the transparency in prior service and maintenance history provided by the original equipment manufacturer (OEM).

Key factors influencing the appetite for autonomous vehicles

In this year’s survey, we asked for the first time about interest in autonomous vehicles (AVs). Responses show a clear appetite for AVs among those surveyed, even though only 33% have actually been in one. The feedback from those who have travelled using AVs is very positive: 80% say they were satisfied with the experience. Of those people who haven’t yet used AV transport, two-thirds say they would be willing to try it.

That number includes 44% of those who consider themselves EV sceptics—suggesting that a fully automated experience might prove a future growth route for EVs (if EVs continue to be the main form of AVs).

The stated motivations for being AV-curious offer an interesting insight into how people value their time. More than a third are excited by the chance to relax during the journey instead of concentrating on driving, and more than a quarter cite the benefits of stress reduction (suggesting a growing sense of confidence in handing over control to a machine). Our survey found 15% think AVs will improve safety on the road. Meanwhile, just 10% say they would use the downtime to work.

Even though AVs have yet to become part of the mobility mainstream, 63% of those surveyed say they’re willing to rely on self-driving vehicles for transport. Notably, though, people don’t see AVs as a premium service—just 26% say they would pay more for an AV ride than for a traditional taxi or car service. 

The motivations driving the next wave of EV buyers

It is clear that the addressable EV market has grown significantly beyond the core base of the early adopters, who were primarily interested in the technological or green features of EVs. Indeed, when we asked prospects what their primary motivations are for considering an EV, the most frequently cited reason was fuel economy/cost per mile (63%)—more than twice the proportion who cited reduced environmental impact (31%). However, this is not the case in some key territories.

Why some consumers aren’t ready to buy

Among the EV sceptics in our survey, most highlighted charging time, uncertainty about the battery’s lifetime performance, driving range anxiety, and relatively higher upfront costs (purchase prices) as the main barriers to switching from an ICE to an EV. Interestingly, two of those concerns—range and charging time—are shared by many current EV owners, to an extent that makes them consider switching back to an ICE vehicle. In fact, 33% of EV owners are contemplating giving up on EVs.

However, the biggest factor cited by this group, notably in the APAC region, is maintenance costs being higher than expected. Disillusioned EMEA-based EV drivers blame overall driving range. The top complaint of those in the Americas looking to switch back, meanwhile, is that their driving experience has been worse than they expected. 

The state of eReadiness around the world

Our annual index evaluates the mobility e-readiness of countries around the world based on four main criteria.

The eReadiness Index shows several interesting findings. First, the index is not simply a proxy for income, population, geographic location, or type of economy. The top-scoring countries—Norway, Singapore, the Netherlands, and China—are dramatically different from one another. Second, yearly progress towards e-readiness is not guaranteed. In ten of the countries assessed, the eReadiness scores declined in 2025 from 2024.

Those drops, confined to countries where the eReadiness score is generally low, are primarily due to decreasing government incentives and weakening demand. Within all these regional trends, one nation’s progress looks to have an outsized impact on the global market. China currently accounts for two-thirds of all EV sales globally, and it’s the only nation in which purchase prices for new EVs are lower, on average, than ICE vehicles’ prices. Furthermore, as Chinese automakers grow their exports, they are starting to have an influence on car-buying habits in both other emerging markets and Europe.

Norway’s top score on e-readiness can be attributed to its government’s commitment to build infrastructure and influence demand through direct policy and investments—which also explains why it has the biggest increase in demand over the past 12 months.

A number of European countries are strengthening their e-mobility ecosystems. Poland is making improvements to its government incentives. France is investing heavily in new infrastructure. The Netherlands, for its part, saw the biggest increase in 2024 in the supply of EVs and subsequent market penetration.

Brazil, one of Latin America’s major car markets, shows large growth potential. The country’s eReadiness score is currently influenced by its long-term commitment to using homegrown biofuels derived from sugar.

The lower appetite for switching from ICE vehicles to EVs in the United Arab Emirates and Saudi Arabia can be explained by their ready and cheap supply of fossil fuels. However, the latter’s major investments in renewable energy generation suggest that a transition to e-mobility in the coming years will accelerate. 

Priorities for the EV value chain

Powerful forces on both the supply and demand sides are propelling the growth of EVs around the world. Nonetheless, our surveys and index show significant challenges to be surmounted and reveal significant disparities in countries’ growth trajectories. The data and our research highlight the need for collaboration and partnerships between OEMs and key e-mobility stakeholders, such as governments and EV infrastructure providers, as they devise strategies to broaden the market further.

Some key recommendations for strategic actions follow.

For OEMs in mature markets:

• Focus on innovation and cost optimisation by enhancing product features and shifting towards cost-reduction strategies to remain competitive as subsidies phase out.
• Strengthen customer loyalty through portfolio diversification by developing a broader range of models that appeal to diverse consumer needs and build lasting customer relationships.
• Boost certified pre-owned programmes by clearly communicating about battery state of health, providing battery-specific warranties, and launching flexible finance offers for used EVs.

For OEMs in maturing markets:

• Introduce affordable entry-level EVs designed for first-time buyers and add (or bundle with) innovative products and services tailored to customer needs, like subscriptions, pay-per-use, and battery-as-a-service.
• Enhance market entry visibility by strengthening brand presence through targeted local marketing and strategic partnerships.

For e-mobility stakeholders in mature markets:

• Expand fast-charging infrastructure by building out stations to improve accessibility and upgrade the network to shorten charging times.
• Regulate the EV transition and support consumer confidence by implementing stricter emissions regulations, supporting fleet electrification, and ensuring transparency.
• Promote circularity and build trust by informing consumers about battery recycling and second-life solutions that address their environmental concerns, while investing in recycling infrastructure.

For e-mobility stakeholders in maturing markets:

• Focus on expanding charging infrastructure by building stations in high-density urban areas, improving accessibility, and reducing range anxiety for urban EV owners.
• Offer government incentives to encourage consumers and businesses to adopt EVs, and invest in EV-charging infrastructure.

Published on 10 September 2025