Is luxury the road forward for electric vehicles? Who automakers should target and why

A new crop of electric vehicles (EVs) is set to enter the market. While many US auto purchasers remain hesitant, two segments show promise – but only one will set up original equipment manufacturers (OEMs) for success from the start.

As a new wave of EVs comes to market, automakers must consider how to strategically position their offerings to US auto purchasers who aren’t yet all in on the concept of sustainable vehicles. As noted in part one of this series, traditional value drivers such as price, reliability, quality, and functionality reign supreme for customers while sustainability takes a back seat. However, a more granular vantage point of the market provides further insights.…