In the energy sector, we hear a lot of discussion about “the customer”. On the one hand this is great to hear; a sign that an industry that hasn’t traditionally been customer centric is now gradually becoming more so. But it’s also a horrible generalisation – one that we have also been guilty of.
Of course, there is no such thing as the customer, especially when it comes to electric vehicles. There are myriad different customer ‘types’, differing in a multitude of ways, from hard characteristics such as their driving habits or whether they have off road parking, to soft characteristics such as attitudes, values and preferences.