Consumer preference for EV battery technologies

Abstract

ABSTRACT This study examines the impact of battery technology on consumer preferences for electric vehicles (EVs) in the Dutch market. Here, the specific focus is on A-to-C segment vehicles, as these segments are most realistic for sodium ion battery technology. Lithium-ion (Li-ion) batteries dominate the market; on the other hand, emerging sodium-ion (Na-ion) batteries offer interesting advantages. Choice-based conjoint (CBC) analysis, grounded in Random Utility Theory, was used to investigate consumer preferences based on seven battery-specified vehicle attributes, including purchase price, driving range, fast-charging speed, and battery temperature tolerance, among others. A total of 299 respondents completed the CBC survey and were subsequently filtered down to 232 representatives of the Dutch electric vehicle (EV) market. The results reveal that purchase price (34.7%) and battery temperature tolerance (17.1%) are the most influential attributes overall. Sodium-ion batteries achieved the highest total utility. This is driven by their affordability, superior cold-weather reliability, fast-charging speed, and environmental performance. Subgroup analysis reveals that driving habits have a significant influence on attribute prioritizations. For example, high-mileage users emphasise range more heavily, while low-mileage drivers prioritise cold-weather performance and charging speed. The study provides actionable insights for academics, electric vehicle (EV) manufacturers, and policymakers. It also contributes to academic literature, since the research differentiates between EV battery types (intra-categorical) rather than comparing EVs to internal combustion vehicles. Hence, Na-ion technology exhibits strong preference potential in cost-sensitive, urban electric vehicle (EV) segments.