[Event] Breakfast & insights: Navigating the EV consumer journey

The cost of living crisis has significantly impacted the automotive landscape, especially regarding electric vehicle (EV) adoption. Rising fuel prices and government initiatives, like ULEZ regulations, have driven consumers to reconsider their car purchasing decisions. The shift towards electric vehicles has transformed the buying journey, with an increasing number of consumers exploring the benefits and challenges of transitioning to EVs.

Join YouGov’s exclusive breakfast session on Thursday, 24th October, starting at 8:00 am, where we will explore the factors influencing EV consumer behaviour. We’ll dive into the different stages of the EV consumer journey, including motivations for adoption, the barriers faced by potential buyers, and the role of financing options such as HPP and PCP. We’ll also examine how car supermarkets, online retailers, and traditional dealerships are shaping the EV buying experience.

Whether you're interested in the rise of EVs, buyer preferences, or how market segments are adapting, this session is essential for understanding the data driving today’s automotive market. Using our panel of over 2 million UK consumers, YouGov will connect survey results with YouGov Profiles, providing a detailed look into evolving consumer behaviour.

When: Thursday, 24th October, 8:30 - 9:30 am (breakfast from 8:00 am)

Where: YouGov HQ, 50 Featherstone Street, London

Meet the speakers

Russell Feldman, Head of Client Services, UK, YouGov 

Russell Feldman, is the head of client services in UK. Russell joined YouGov in 2007 working in Telecoms and Media research before eventually leading the sector. Since then Russell heads up the CS team in the UK working across consumer, retail, Financial services, reputation, digital, media, tech, and Auto practices. His main areas of focus are consumer demand, market trends, usage and attitudes, customers satisfaction and loyalty, and new product development.

Russell has spoken at various conferences from automotive, tourism, telco and broadband connectivity and spectrum, media and on-demand. He has also written in-depth articles on the wearables, smartphone, and tablet markets for various publications.

Matt Northin, Performance Media Lead, Ford Europe

Matthew Northin is a digital expert passionate about using data, technology, and performance to drive growth. Currently, he leads Ford Europe's media performance strategies, optimizing the brand’s visibility across all channels.

With experience across industries like FMCG, Automotive, and Fintech, Matthew has worked with brands such as Kraft-Heinz, Toyota, and Visa. His expertise includes digital marketing, SEO, SEM, data analysis, and technology development for iOS and Android platforms.

David Thompson, Audience Strategy Director, WPP @ Ford

David Thompson has over 12 years of marketing experience, including roles at leading WPP and Publicis Groupe agencies as well as various start-ups. He has developed deep expertise in audience strategy and integrated marketing. In his current role, he defines strategic audiences for Ford across Europe and ensures that these audiences are effectively translated into paid, owned, and earned channels. David is passionate about leveraging data-driven insights to create impactful campaigns that drive measurable results.

Kate Jeffreys, Electric Vehicle Business Lead, Volkswagen UK

Kate Jeffreys is the Electric Vehicle Business Lead at Volkswagen Group UK, where she spearheads the direction and delivery of the company's EV strategy, ensuring customers are well-supported in their transition to electric vehicles. With over ten years of experience at Volkswagen Group, she has held various roles, from Commercial Management to Communications.

Her prior positions at SEAT UK and Audi UK have enriched her understanding of the automotive sector, solidifying her status as a key figure in driving industry innovation.

YouGov

YouGov is an international research, data and analytics group. We have been building an ever-growing source of consumer data for over 20 years, creating the most complete understanding of your customers’ complex lives. We call it living data. Understand what 27 million+ registered panel members in over 55 markets are thinking now, last week, or last year. Explore, plan, activate and track marketing activity with certainty, at speed, every time.