US: Mercedes-Benz gears up for an all-electric future – What do customers think?
January 25th, 2023, Joshua Kennedy

US: Mercedes-Benz gears up for an all-electric future – What do customers think?

German automobile manufacturer, Mercedes-Benz, is looking to drop the "EQ product brand" that differentiates its electric vehicles from its combustion engine models. This move is in line with the carmaker’s strategy to exclusively produce electric vehicles by the end of the decade.

But are American customers keen on auto brands moving towards EVs and away from combustible engines?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal, and behavioral consumer metrics - over two-thirds (66%) of current Mercedes-Benz customers in the US "definitely agree" or “tend to agree” with the statement that: "electric cars are the future of the motor industry." Conversely, a quarter (25%) of the brand’s US-based customers "disagree" to different degrees with this statement.

Looking at customer attitudes towards some of the other car brands in the US, there is a tilt towards agreeing with the statement. Around three-quarters (76%) of German automaker Audi’s buyers see EVs as the future of the motor industry.

Domestic car makers Ford and Chevrolet see fewer customers agreeing with the statement. Nearly half of Ford’s customers (46%) and Chevrolet’s customers (48%) agree with the statement. But almost four out of ten (38% each) consumers for the American brand disagree that electric cars are the future of the motor industry. Overall, YouGov data indicates that more people are in favor of EVs going forward than those who are not.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Picture credits: By Ivan Kazlouskij on Unsplash