Polk Audiences And The Need For A New EV Taxonomy

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One thing is certain whether you are an
evangelist or taking a more conservative approach; nobody can stop
talking about EV.

Timing aside, saying the EV transition delivers
a fundamental, tectonic shift in the automotive marketing world is
not hyperbole. OEMs – old and new – are working with a clean slate
in how to design, source, build, sell and service EV models.

These impacts on marketing investment and
communications planning are significant. New vehicles, new customer
types, and new ways to order, purchase, and service a vehicle are
all combined with the growing importance of lifetime customer
value, providing a clean slate approach to marketers and their
parteneri.

And it’s in this space – with these new
customer types, motivations, and buying styles – where Polk
Automotive Solutions is responding by building a new audience
taxonomy specifically for EV marketers.

Helping brands connect with these new
clienţii
Polk Audiences has crafted over 150 EV segments – spanning owners
and in-market shoppers – that allow marketers to target the
segment, make, and model level (Figure 1).

Fig. 1: Polk Audiences EV segments
increase nearly 4x

Utility migration will play a
significant role in the transition to EV
Loyalty to the SUV body style is growing at an all-time high of
74%. And for the first time, more car owners are buying a utility
(47%) instead of another car (42%)
• EV model count to approach 200 in 2026 and 300 in 2030 (Figure
2)
• 60% din noile modele EV vor fi utilitare
• Utility is the one segment where nearly every mainstream and
luxury brand compete

These new product launches will dominate
marketing investment, pushing EV shoppers to retail locations
online and in dealerships.

Fig. 2: EV model count by
segment

Making an EV Audience
Taxonomie
To build these segments, Polk Audiences utilized the industry’s
most robust data sets and true EV modeling expertise,
inclusiv:

Modele istorice de cumpărare
- The entire history of buying patterns, including attributes
  around purchase frequency, loyalty, and purchase styles at the
  brand, segment, and model level
- Aggregated vehicle information by fuel type and vehicle
  disposal behavior
Profiluri financiare/declanșatoare ale stilului de viață
- Termenul contractului de închiriere, plata lunară, venitul gospodăriei
- Etapa de viață, profilul de credit, dimensiunea gospodăriei
Vedere completă a garajului
- What other vehicles does the household own, and are they
  migrating to different segments or fuel types?
Noi comportamente de cumpărare (Figura 3)
- EV in-market shoppers that are replacing a vehicle or adding a
  vehicul

Fig. 3: EV in-market buying
Profile

Impactul de marketing pe măsură ce vânzările de vehicule electrice cresc
With an influx of new vehicles and customer types coexisting with
current and existing models, the competition for customer attention
— particularly in the utility segment — will be fierce. As
a result, the importance of investment in marketing technology and
customer relationship management (CRM) programs is growing and, in
many ways, is now a more critical, strategic decision than media
investment and placements.
Consumers expect customization and targeted messaging from brands.
Now is the time for auto marketers to fortify their CRM assets and
strengthen their EV audience development strategies to build
customer connections that deliver results.

Learn more about our EV
segmente

Acest articol a fost publicat de S&P Global Mobility și nu de S&P Global Ratings, care este o divizie administrată separat a S&P Global.