Source page: McKinsey & Company
Commentary
What do electric-car buyers really want?
Manufacturing | Mobility
March 15, 2021 – Not leather seats or the usual bells and whistles. Instead, they’re very interested in low-emissions manufacturing and end-of-life recycling.
To read the article, see “Mobility investments in the next normal,” March 4, 2021.
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Visual form
Two-panel stacked-column comparison chart.
Layout / body structure
The chart is split into two side-by-side panels, one for low-emissions manufacturing and one for end-of-vehicle-life recycling. Within each panel, three stacked columns for Asia, Europe, and North America are read from bottom to top across the same four importance bands.
What is being compared
It compares how potential electric-vehicle buyers in Asia, Europe, and North America rate the importance of two sustainability attributes in a purchase decision: low-emissions manufacturing and end-of-vehicle-life recycling.
Measurement system
The measure is percent of respondents. Each regional column is a 100 percent stack divided into not at all important, slightly important, moderately important, and extremely important, with the numeric segment values printed inside the stacks.
Visible structure inside the graphic
Both panels reuse the same vertical stack structure and color order, so the reader can compare regions within a topic and then compare the two topics across panels. Europe’s columns show thicker upper bands, while North America has the largest dark bottom segment in the recycling panel.
Main takeaway from the visual
Potential buyers do care about sustainability features, but the intensity differs by region and by topic. Europe shows the strongest top-end emphasis on both low-emissions manufacturing and recycling, while North America looks more mixed and more willing to rate recycling as unimportant.
Key standout values or extremes
For low-emissions manufacturing, the extremely important share is 37 percent in Europe versus 26 percent in North America and 20 percent in Asia. For recycling, Europe again leads at 34 percent extremely important, North America is 22 percent, and Asia is 16 percent; North America also has the largest not-at-all-important recycling share at 15 percent, compared with 8 percent in Asia and 6 percent in Europe.
Controls / sequence, when applicable
This is a static chart image with no in-chart controls to operate.
Companion media, when applicable
There is no separate companion audio or video; the chart image is the full visual on this page.