Inside the Minds of Italian EV Buyers: A Deep Dive into Brand Perception, Top-of-Mind Recall, and Awareness of Electric Utility Vehicle Brands in Italy

In analyzing Italy's Electric Utility Vehicle (EUV) market comprising purpose-built electric vehicles used in commercial logistics, municipal operations, mining, gated campuses, airports, and low-emission delivery zones a targeted survey was conducted involving 850 decision-makers, including fleet managers, municipal procurement heads, industrial operators, and last-mile logistics coordinators across five key regions: Lombardy, Emilia-Romagna, Lazio, Veneto, and Piedmont.

Regarding brand perception attributes, brands were rated across key operational criteria: durability, payload efficiency, energy economy, after-sales service, customization, and eco-compliance. Alké emerged as the most rugged and versatile, scoring 8.6/10 on durability and 8.4 on adaptability, especially among mining and public works fleet managers. Piaggio led in service availability (8.7) and cost-efficiency (8.3), indicating strong support infrastructure. Goupil scored highest in low-emission compliance and urban fit (8.1), being favored in cities like Milan and Bologna where tight emission regulations apply. Renault was noted for brand trust (7.9), but scored lower on customization and fit-for-purpose design, revealing its weaker positioning in utility-specific contexts.

Emotional connection with the brand, assessed using a five-dimensional affinity index (trust, familiarity, story resonance, national pride, and brand personality fit), showed Piaggio leading with an emotional score of 74/100, largely due to its Italian heritage, long-standing presence in municipal fleets, and storytelling around "sustainable Italian engineering." Alké followed at 69/100, appreciated for its specialized identity and reliability in demanding environments. Goupil and Iveco scored in the 50-60 range, being seen more as utilitarian than emotionally compelling, while newer or foreign-origin brands like Addax, Melex, and Green-G scored below 50 due to limited narrative reach or branding in Italy.

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