01
Client context
Interest in electric scooters was high, but many showroom visitors did not go on to buy.
02
Business challenge
The manufacturer did not know which concerns were decisive or how they varied by city and buyer type.
03
Research objective & questions
Identify the barriers and triggers in the electric two-wheeler purchase journey and prioritise interventions.
- Who is considering an electric two-wheeler, and why?
- Which concerns — range, charging, resale, reliability — stop purchase?
- How do test rides and financing influence conversion?
- How do needs differ between metro and tier-2 buyers?
04
Methodology & approach
- Intender and rejecter IDIs
- Recent visitors who bought and who did not.
- Showroom observation
- Sales conversations and test rides.
- Purchase journey survey
- Barriers and triggers across cities.
- Competitor offer review
- Warranties, financing and battery terms.
05
Sample & geography
- ~30 buyer and rejecter IDIs
- ~12 showroom observations
- ~1,500 survey respondents
- Geography — India (metro and tier-2 cities)
06
Key findings
- Battery life and replacement cost were the most decisive concerns.
- Home charging feasibility was a hidden barrier for apartment dwellers.
- Test rides strongly improved confidence in performance.
- Resale value uncertainty deterred value-conscious buyers.
07
Business implications
- Lead with extended battery warranties and clear replacement pricing.
- Offer charging feasibility checks and apartment solutions.
- Introduce a buy-back or assured resale programme.
08
Outcome
The manufacturer received a barrier hierarchy, city-level insights and a conversion improvement plan.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.