NielsenIQ Thailand has published its findings from the Electric Vehicle Ownership Satisfaction (EVOSS) study, which evaluates consumer satisfaction with battery electric vehicles (BEVs) and plug-in hybrid electric vehicles (PHEVs) in Thailand.

The study employs a 1,000-point scale to assess various factors critical to consumer satisfaction, including the driving experience, ownership costs, charging accessibility, after-sales service, and in-vehicle technology.

A higher score indicates greater customer satisfaction.

The overall satisfaction level for electric vehicle ownership in Thailand is recorded at 880 points.

Notably, home charging convenience achieved the highest satisfaction score at 895 points, illustrating a strong preference for accessible and easy charging options, as 84% of respondents reported primarily charging their EVs at home.

In contrast, ownership costs, which encompass electricity expenses, maintenance fees, and vehicle prices, received the lowest score at 863 points.

The majority of electric vehicle owners in Thailand acquire an EV as an additional vehicle rather than replacing an existing one, demonstrating a diverse set of usage needs among consumers.

The study indicates that factors influencing EV purchase decisions differ among various buyer demographics, with first-time car buyers placing a greater emphasis on powertrain options compared to those adding EVs to their current fleet.

The top factors impacting EV purchase decisions include design (61%), driving performance (59%), quality and reliability (58%), and driving range (52%).

Tesla has successfully established itself as the leader in the BEV/PHEV market in Thailand, securing a satisfaction score of 890 and a Net Promoter Score (NPS) of 81, which indicates strong brand advocacy among its customers.

Noteworthy is Tesla’s performance in several key areas: safety and technology (905 points), driving enjoyment (899 points), quality and reliability (894 points), and driving range (883 points), all of which surpass the average scores of competing brands.

Manenatta Jirasevijinda, Senior Director of Automotive Industry Insights at NielsenIQ, emphasized the importance of understanding customer dissatisfaction and addressing their expectations effectively.

These insights are critical for manufacturers, facilitating product enhancements and improving after-sales services while managing costs.

Jirasevijinda highlighted that advertising alone does not suffice; manufacturers must substantiate claims with verifiable information, particularly regarding driving range, to enhance consumer confidence.

The study was conducted through online platforms and face-to-face interviews with a sample of 1,060 BEV and PHEV owners who have owned their vehicles for less than three years.

The outcomes of this research provide significant insights for automakers, enabling them to refine their offerings and influence future consumer purchase decisions.