As Germany’s electric vehicle market enters a new phase following the reintroduction of EV incentives, there is a stronger focus on affordability. Domestic brand dominance remains a defining feature, with established manufacturers continuing to expand their EV range and broaden model choice.
Our study uncovers the key motivations and barriers to EV adoption in Germany. It highlights information gaps and charging concerns, while exploring how consumers navigate trade-offs between upfront costs, long-term value and environmental priorities.
Key insights:
- Willingness to pay for performance: While most set budgets below €50,000, 60% of German consumers would pay more for longer driving range
- Public charging is widely used: 36% use paid public charging daily or weekly, making it a regular part of how consumers charge their EVs
- Range anxiety remains the key concern: Running out of battery (44%) stands well above other practical charging issues
- Established brands face competition: German automotive brands dominate EV ownership and consideration, but how are newer EV-focused brands positioned?
- Sustainability leads, but value remains key: 34% say environmental benefits are their main motivator when considering an EV, highlighting a value-driven approach
Download the report to explore more. Based on a nationally representative study of 1,007 consumers in Germany, by age and gender. Fieldwork conducted February 2026.
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