Otomoto: "The E Factor," or what is stopping drivers from switching to electric cars?
Client
Electromobility in Poland is developing more slowly than in many European countries, and drivers’ decisions regarding electric cars are often based on incomplete information, myths, and concerns related to costs or charging infrastructure.
OTOMOTO set itself the goal of better understanding drivers’ attitudes toward electromobility and identifying the factors that can truly accelerate the development of the electric car market. To this end, the report „Faktor E. Impulses of Electromobility Among Drivers in Poland and Europe” was created, based on a survey of drivers’ opinions and an analysis of market trends.
The project included preparing the study, analyzing motivations and barriers associated with the purchase of electric cars, comparing the attitudes of drivers in Poland and Europe, and developing conclusions and recommendations regarding the development of electromobility. All of this is included in the report “Faktor E” developed by us.
We developed the research assumptions, designed its scope, and oversaw the entire analytical process – from data collection to interpreting the results and preparing the report. The publication was based on an international quantitative study conducted by the research partner Minds&Roses in August 2025 using the CAWI method, in which 5,300 active drivers from 10 European countries took part – Poland, England, the Czech Republic, France, Spain, Lithuania, Germany, Portugal, Romania, and Hungary.
We were responsible for data analysis, identifying key insights, and developing conclusions regarding drivers' attitudes toward electromobility, the barriers related to purchasing electric cars, and the growth potential of the BEV market in Poland compared with other European countries, as well as for producing the entire research report - from the outline, through copywriting, to graphic design.
effects
A premiere for thousands of experts: a debut at the New Mobility Congress – exposure to as many as 10,000 live viewers.
OTOMOTO experts were active market commentators – during the New Mobility Congress, 6 presentations, talks, and interviews with the media were held, strengthening the brand’s position as a source of knowledge about electromobility and the automotive market.
The report and its conclusions became the basis for 73 publications in business and industry media, including key titles such as Rzeczpospolita, WNP, PAP, and Polska Press outlets.
The total reach of media publications related to the “Faktor E” report exceeded 39.4 million.
In addition, expert materials and proprietary formats were created, including a podcast for the Polish New Mobility Association and a recording for a portal dedicated to electromobility.
In cooperation with PSNM, a package of 25 publications in automotive and business media was delivered, ensuring the report’s long-term presence in public debate.
TOOLS
Creative concept, development of the narrative and data storytelling, action plan
Research and creative workshops
An international study conducted by the research partner - Minds&Roses based on the developed questionnaire. 3 different research types: online: +5000 drivers, TAPI: +300 dealers, 10 IDIs
Graphic design based on the client's brand book
Campaign plan, events, paid PR, LinkedIn activities
Collaboration with OTOMOTO experts
duration
May - September 2025
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