After an exciting semester in which a team of students from the Department of Marketing dealt with the topic of electromobility, we presented the results of this semester’s Retail Marketing Consulting project to our client Polestar.

Investigating the changes due to digitalization, electrification and other trends, the students first conducted desk research and then empirically examined the purchase decisions for automobiles in the digital age. In particular, they explored the question of which channels and information inspire confidence in the purchase of an electric car.

Although many respondents can already imagine buying an electric car in principle, the majority of respondents do not yet see electric mobility as an equivalent alternative to internal combustion engines. However, electric cars can score points in many aspects that play an important role in the decision-making process. It is therefore important, for example, to communicate the low follow-up costs and low maintenance requirements to potential customers.

We would like to thank Lukas Steiner, Head of Operations at Polestar, for the good cooperation and look forward to future joint projects!