What stops city commuters from switching to electric scooters

What is shaping automotive

The automotive market spans cars, two-wheelers, commercial vehicles and a fast-growing EV segment. Buyers research online but still decide at the dealership, and mechanics shape the aftermarket.

• EV adoption is moving from early adopters to the mainstream
• Online research shapes the shortlist before the showroom visit
• Independent mechanics drive aftermarket brand choices

An electric two-wheeler manufacturer, working in Delhi NCR, Bengaluru, Pune, Jaipur & Lucknow. Client identity is withheld to protect confidentiality.

Organisation

An electric two-wheeler manufacturer

Sector

Automotive

Team engaged

Market Research

Services

Consumer panel, Quantitative research, Qualitative research

Interest in electric scooters was high, but conversion from showroom visits to purchases was lower than expected. The manufacturer wanted to understand the real barriers.

• Answer the core question: what stops city commuters from switching to electric scooters.
• Understand the views, needs and behaviour of two-wheeler intenders.
• Measure how widespread each pattern is, and explain the reasons behind it.
• Give the client evidence it can act on within 7 weeks.

The work focused on 2,000 two-wheeler intenders.

• two-wheeler intenders2,000

Audiences we typically reach in automotive

Car and two-wheeler buyersVehicle ownersDealers and sales staffMechanics and workshopsFleet operators

Coverage: Delhi NCR, Bengaluru, Pune, Jaipur & Lucknow. Market: India.

• India

A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.

1. 1Brief
2. 2Online and face-to-face survey
3. 3Owner interviews
4. 4Insight

We surveyed people planning to buy a two-wheeler within a year, combining our consumer panel with face-to-face interviews in smaller cities. Owner interviews explored life after purchase, including charging and service.

Consumer panelQuantitative researchQualitative research

two-wheeler intenders

2,000

• Business respondents were screened on role, company size and involvement in the decision before being invited.
• Respondents were selected across Delhi NCR, Bengaluru, Pune, Jaipur & Lucknow using quotas set in advance for each location and respondent type, so no single area or group dominated.
• Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
• Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.

EV owner interviews

30

• Trained local-language interviewers conducted interviews in person, supervised in the field.
• The online survey was mobile-friendly and offered in respondents' languages.
• Interviews and discussions were led by experienced moderators using a guide agreed with the client.

• Back-checks on a share of completed interviews
• Time and location checks on field interviews
• Supervisor accompaniment in the field
• Digital fingerprinting and duplicate checks
• Attention, speed and straight-lining checks
• Review of open-ended answers
• Recordings and transcripts for every session
• Re-screening of qualitative recruits
• Logic and range checks on the final data
• Work carried out under our ISO 20252 quality procedures

• Cross-tabulation by key groups and locations
• Significance testing on the differences that mattered
• Thematic coding of interviews and discussions
• Journey and decision mapping

• Charging at apartments and worries about resale value were bigger barriers than range.

Owners’ real experiences helped separate perceived barriers from actual ones.

• Build on the core insight: owners’ real experiences helped separate perceived barriers from actual ones.
• Focus effort where the evidence was strongest: charging at apartments and worries about resale value were bigger barriers than range.
• Re-measure after the changes to confirm the effect.

• The manufacturer introduced a buy-back assurance and partnered with housing societies on charging points.

What changed in the business as a result of the work. Impact is described qualitatively.

• Insight report and management presentation
• Cleaned data file and data tables
• Interview summaries and key verbatims

• Repeat the measure after changes are in place to track progress.
• A natural follow-on question: how do buyers build their shortlist?