Industry · MOBL

Mobility & Automotive

Electrification, software-defined vehicles, new ownership models and changing regulation are reshaping mobility at once. OEMs, component suppliers, dealers, fleet operators and mobility start-ups need to understand how buyers decide — and how fast change will really happen.

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Last reviewed 2 October 2026 by the Hoog research team

What is automotive and mobility market research?

Automotive and mobility market research studies how consumers, fleets, dealers and suppliers make decisions about vehicles, components, charging and mobility services. It covers EV adoption, purchase journeys, dealer and service networks, fleet economics, component and aftermarket demand, and competitive benchmarking.

How research creates value

Navigate the shift to electric, connected and shared mobility with evidence.

Mobility decisions combine rational and emotional factors: running cost, range, resale value and charging access alongside brand, design and status. For commercial users, total cost of ownership and uptime dominate. Research helps separate hype from adoption reality, segment by segment and region by region.

Hoog supports passenger and commercial vehicle OEMs, two- and three-wheeler makers, EV start-ups, component and battery suppliers, charging and energy companies, dealers and fleet operators. We research owners and intenders, fleet managers, dealers and service centres, and industry experts.

Segments we cover

Passenger vehicles
Two- and three-wheelers
Commercial vehicles & fleets
Electric vehicles & batteries
Charging & energy infrastructure
Auto components & tier suppliers
Aftermarket, service & spares
Shared mobility, logistics & last-mile

What’s changing

Forces reshaping Mobility & Automotive

The shifts our clients most often ask us to help them understand and respond to.

Electrification at different speeds

EV adoption varies widely by vehicle type, use case and region — fastest where economics are strongest, slower where charging and upfront cost remain barriers.

Policy and incentives

Government incentive schemes for EVs and domestic manufacturing, and evolving safety and emissions norms such as Bharat NCAP, influence product and pricing decisions.

Software-defined vehicles

Connectivity, over-the-air updates and digital services create new revenue models and change what buyers value.

Changing purchase journeys

Online research, digital retail and new financing options are reshaping the role of dealers.

Fleet and commercial transformation

E-commerce, last-mile delivery and fleet electrification are driving demand for new vehicle types and services.

How we help

Research and strategy for Mobility & Automotive

Each engagement starts with a business problem and ends with a decision. These are the questions we are most often asked to answer.

EV adoption & purchase drivers

“We need to know who will buy an EV, when, and what would convince the hesitant majority.”

Questions we answer

Which segments are most ready to adopt, and what motivates them?
What are the main barriers — upfront cost, range, charging, resale, trust?
How do owners’ experiences compare with intenders’ expectations?
What product, financing or service offers would accelerate adoption?

How we do it

Owner and intender interviews, an adoption-readiness survey and choice modelling to estimate how product features, price and incentives affect uptake.

Owner and intender IDIs
Adoption-readiness survey
Choice-based conjoint
Charging behaviour research

What you receive

— Adoption segmentation
— Barrier and driver analysis
— Feature–price trade-offs
— Adoption scenarios

Decision it enables

Which segments to target and which barriers to remove first.

Vehicle buyer journey

“Buyers research online for weeks, then visit a dealer once. We don’t know what shapes their shortlist.”

Questions we answer

How do buyers build their consideration set?
Which online and offline sources influence each stage?
What happens at the dealership that wins or loses the sale?
How do financing, exchange and test drives affect the decision?

How we do it

Recent-buyer interviews, digital journey reconstruction and dealership mystery shopping produce a full path-to-purchase map.

Recent-buyer IDIs
Journey reconstruction
Dealership mystery shopping
Path-to-purchase survey

What you receive

— Buyer journey map
— Touchpoint influence ranking
— Dealer experience scorecard
— Digital and showroom recommendations

Decision it enables

Where to invest across digital and dealer touchpoints.

Dealer & service network research

“Our dealer network is under pressure and customers complain about after-sales service.”

Questions we answer

How satisfied are dealers with margins, support and stock?
What do customers experience at service centres?
Where are network coverage gaps?
How will EVs change dealer and service economics?

How we do it

Dealer interviews and surveys, service-centre mystery audits and customer satisfaction research, with network gap analysis.

Dealer IDIs and survey
Service mystery audits
Customer service satisfaction survey
Network gap analysis

What you receive

— Dealer satisfaction scorecard
— Service experience diagnostics
— Network coverage plan
— EV readiness assessment

Decision it enables

How to strengthen the network and after-sales experience.

Related capability: B2B Research

Fleet & commercial vehicle needs

“Fleet operators say they want EVs, but deals don’t close.”

Questions we answer

What do fleet operators prioritise — TCO, uptime, financing, service?
What are the operational barriers to electrification?
How are purchase decisions made in fleets of different sizes?
What bundled offers would make switching easier?

How we do it

Interviews with fleet owners, operations heads and drivers, plus TCO validation and offer testing.

Fleet operator IDIs
Driver interviews
TCO validation
Offer and financing concept testing

What you receive

— Fleet segmentation
— Decision criteria and barriers
— TCO perception gaps
— Fleet offer recommendations

Decision it enables

Which fleet segments to target and with what offer.

Related capability: B2B Research

Components & aftermarket opportunity

“As powertrains change, we need to know where demand for our components and spares is heading.”

Questions we answer

How will demand for our components change by vehicle type and powertrain?
How large is the aftermarket, and how is it served?
How do mechanics and retailers choose brands?
Where are new component opportunities emerging?

How we do it

Vehicle-parc-based market modelling, OEM and tier interviews, and mechanic and retailer research.

Vehicle parc modelling
OEM / tier-1 interviews
Mechanic and retailer interviews
Scenario analysis

What you receive

— Component demand model by scenario
— Aftermarket size and structure
— Channel influence analysis
— Opportunity assessment

Decision it enables

Where to invest as the vehicle mix changes.

Related capability: Market Research

Competitive & product benchmarking

“New models and brands launch constantly. We need structured intelligence, not opinion.”

Questions we answer

How do competitors’ products, prices and features compare?
How are new entrants positioning?
What do owners say about competitor products?
Which features drive choice in our segment?

How we do it

Specification and price benchmarking, owner review analysis and ongoing monitoring of launches, partnerships and policy.

Specification benchmarking
Owner review and sentiment analysis
Launch and policy monitoring
Expert interviews

What you receive

— Benchmarking matrix
— Competitor profiles
— Monthly intelligence briefing
— Feature priority recommendations

Decision it enables

How to position products against competition.

Who we research

The people behind the decisions

Buyers

Vehicle owners and intenders
EV owners
Two-wheeler and three-wheeler users

Commercial

Fleet owners and managers
Logistics and last-mile operators
Drivers

Network

Dealers and dealer principals
Service centres and mechanics
Parts retailers

Industry

OEM and tier-supplier professionals
Charging and energy companies
Policy and industry experts

What we measure

Evidence, not opinion

Adoption readiness and intent
Purchase drivers and barriers
Feature–price trade-offs
Dealer and service satisfaction
Fleet TCO perceptions
Brand consideration
Component demand scenarios
Owner experience and advocacy

Typical engagements

What working with us looks like

Representative scenarios that show how we scope work in this sector. They are example scopes, not client case studies.

Electric two-wheeler adoption study

Situation: An EV maker wants to understand hesitation in smaller cities.
Approach: Owner and intender interviews and adoption survey.
Output: Adoption segments, key barriers and offer priorities.

Fleet electrification assessment

Situation: A commercial vehicle company sees slow fleet uptake.
Approach: Fleet operator interviews and TCO validation.
Output: Target fleet segments and a bundled financing and service offer.

Dealer network health check

Situation: An OEM faces declining dealer satisfaction.
Approach: Dealer survey, interviews and service mystery audits.
Output: Network improvement plan and EV readiness actions.

Relevant capabilities

Capabilities we bring to Mobility & Automotive

Customer & Consumer InsightsUnderstand needs, behaviours, perceptions and the journey to purchase.Market ResearchSize markets, map demand and understand the forces shaping your category.B2B ResearchReach decision-makers, specialists and channel partners that are hard to access.Competitive IntelligenceKnow how competitors compete, where they are heading and how to respond.Market IntelligenceOngoing monitoring of markets, trends and signals that matter to your strategy.

Case studies

10 Mobility & Automotive engagements

How we approach the commercial questions this sector asks most often.

View all 10 →

Mobility & Automotive

Adoption Barriers and Purchase Drivers for Electric Two-Wheelers

Understanding what holds back intending buyers of electric scooters and which reassurances convert them.

Example engagementRead case

Mobility & Automotive

Demand and Site Prioritisation for a Public EV Charging Network

Estimating charging demand by corridor and city cluster to prioritise where to deploy chargers first.

Example engagementRead case

Mobility & Automotive

OEM Perception and Share-of-Business Study for an Auto Supplier

Understanding how OEM purchasing and engineering teams rate the supplier and what would win more programmes.

Example engagementRead case

Mobility & Automotive

Buyer Needs and Positioning for a Fleet Telematics Platform

Understanding how fleet operators evaluate telematics solutions and which use cases drive purchase and retention.

Example engagementRead case

Mobility & Automotive

Driver Supply and Retention Research for a Mobility Platform

Understanding why drivers join, stay with or leave the platform, and what would improve supply reliability.

Example engagementRead case

Mobility & Automotive

Purchase Journey Study for Light Commercial Vehicle Buyers

Mapping how small business owners and fleet operators choose light commercial vehicles.

Example engagementRead case

FAQ

Frequently asked questions

What types of automotive and EV research does Hoog conduct?

Typical studies include EV adoption and purchase-driver research, vehicle buyer journey mapping, dealer and service network research, fleet and commercial vehicle studies, component and aftermarket sizing, and competitive and product benchmarking.

How do you research EV adoption when many buyers have never driven an EV?

By combining research among current owners — who can describe real experience — with intenders and rejecters, and by using choice-based methods that present realistic trade-offs between price, range, charging and features rather than relying only on stated intent.

What is a dealer satisfaction study?

It measures how dealers rate a manufacturer on margins, stock, support, training, marketing and relationship, and identifies which factors most affect dealer commitment and performance.

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