As electrification accelerates, a luxury automotive brand sought customer insight to understand the true value of bi-directional charging. Through multi-market research with premium EV owners, we identified how advanced charging technology can strengthen brand positioning, justify a premium and shape future EV strategy.
As electrification accelerated, a luxury automotive brand wanted to lead, not follow. Bi-directional charging offered a powerful point of difference, but customer awareness was low and understanding even lower. The opportunity was clear; the risk was misunderstanding.
We spoke to premium EV owners across the USA, UK, Germany and the Netherlands, combining quantitative research with in-depth interviews. By clearly explaining the technology and exploring real reactions, we uncovered how context, from national energy infrastructure to personal sustainability beliefs, shaped interest and perceived value.
The insight was decisive: bi-directional charging strengthens brand appeal, but only when customers truly understand its benefits.
Our work defined how the technology should be positioned, communicated and integrated into the wider EV strategy, ensuring innovation enhanced the brand’s premium credentials and delivered features customers would genuinely value and pay more for.
