Scenario-Based Analysis of High-End New Energy Vehicle User Demands

Abstract

With the rise in global environmental awareness and the rapid development of new energy technologies, high-end new energy vehicles (NEV) have become an important direction for the automotive industry. Consumer demand is evolving from merely seeking a means of transportation to desiring a comprehensive experience across various scenarios, emphasizing high quality, high performance, and environmental friendliness. Understanding the characteristics and trends of high-end NEV users' demands is crucial for car manufacturers in formulating market strategies, product design, and service improvement. However, current focus is often on policies and product design, lacking analysis of actual usage scenarios. To address this gap, this article employs scenario research methods to delve into the needs of high-end NEV users, selecting typical scenarios such as urban commuting, long-distance travel, and business operations.  The research indicates that high-end NEV users are primarily young, highly educated, middle-to-high income individuals who exhibit rational consumption habits. Their most common usage scenarios include commuting to work, transporting family members, and shopping. In these contexts, there is a pronounced demand for vehicle safety performance, ride comfort, and intelligent features, each showing differentiated characteristics across various user groups. For instance, female users demonstrate a particularly strong preference for comfort-related configurations, whereas married users with children have the highest demand for spacious and convenient features. Based on these insights, this paper offers targeted recommendations from the perspectives of product design and marketing.