This study investigates the influence of key electric vehicle (EV) design attributes on consumer preferences in the Chinese market, addressing a research gap in existing literature that emphasizes macro factors like subsidies and infrastructure over product-specific design features.
A survey-based approach was employed to collect data on consumer preferences for driving range, autonomous driving level, acceleration time and electric interior amenities level. Mixed logit models were used to analyze consumer willingness-to-pay (WTP) for these attributes, offering a nuanced understanding of their impact.
The results indicate diminishing returns for improvements in driving range and acceleration performance, suggesting limited additional consumer value beyond specific thresholds. Level 3 autonomous driving emerged as a critical design priority, reflecting its strategic importance in consumer decision-making. Furthermore, consumers showed a stronger preference for enhanced over luxury interior amenities, underscoring the need for practical, value-driven design features.
Unlike previous studies that predominantly focus on external macro factors, this research provides a product-centric perspective by quantifying the effects of EV design attributes on consumer preferences. The findings offer actionable insights for manufacturers, enabling them to optimize product offerings to align with consumer demands and support the broader adoption of EVs in the Chinese market.
