Persona (click on image to enlarge):
Target group statistics
"Statistics Netherlands expects the
number of single women to double between now and 2025
from 200 to 400 thousand"
"only 16 percent of European consumers identify themselves as potential buyers of an EV , while 53 percent say they “might be willing to consider”and 31 percent say they are not likely to consider purchasing or leasing an EV"
also, the link below shows the income based on gender and everything
Dutch consumers in general
• Compared to the other Europeans, the Dutch have larger demand for public charging points compared to other countries.
• They also have higher demands with regard to the range of the electric car.
• The Dutch have indicated to be least interested in buying an electric car in the next two years (3.19 on a scale of 1 to 7, compared to 3.76 on average).
• The Dutch respondents also demand a higher range (389 km compared to 308 km on average) before they will decide to actually buy an electric car.
• The Dutch are least interested in a system that postpones the charging of the car to night time (ensuring a full battery in the morning) together with the Spanish (5.6 on a scale of 1 to 7). It was indicated that postponed charging at home would cost 2 euro for a full battery, compared to 3 euro otherwise.
reference: a study on the preferences of Europeans with regard to charging of electric cars, conducted by the Energy research Centre of the Netherlands (ECN) in the framework of the European research project Grid4Vehicles.
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iON is specially designed to be
small size
quick charging
sufficient range for daily commutes
the car has good potential to target "small family" as consumers.
For Dutch consumers who demand quick charging and many charging points, iON can meet most of their needs.
It's difficult to convince people to change their normal car to an electric one, thus we would like to target small families, who don't own a car yet.
Or for small families who are planning to buy a second car.
