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Marketing persona for a new electric car buyer

Save time and money by starting with this 'Buyer persona for a new electric car shopper' persona example. Learn how to make your Car website easier to use for Toby. By putting the user first (in this case Toby), you will be creating an experience that meets Toby's expectations, supports their goals and remedies any pain points. This persona example could be used for the Car industry.

Meet 'Buyer persona for a new electric car shopper', named Toby

"I can finally afford to buy a brand new car. Now it's time to decide on which one."

Toby would prefer to buy an environmentally-friendly car but not sure if he can afford to. He wants to be able to save money but is worried about the range of electric cars..

Bradley lives in California and works in LA, so an electric car is very appealing to him due to the hours he spends driving every week. He just wants a standard electric car - it doesn't need to have super performance or be able to drive a marathon. It just needs to reliably get him to work, and to enable him to drive him and his family around on weekends. He definitely does not want his wife getting stranded somewhere.

Some of the main questions that Bradley wants answered by car websites include:

  • how far can the electric car go on one charge?
  • when I do need to charge, how long will it take?
  • how much does it cost to charge my car?
  • where can I charge my car because I'm worried about getting stranded?

Bradley is less impressed with interactive elements and prefers websites that are simple to understand and speak to him using terms he can understand.

He wants to see less information that is not important to him, and more benefits of driving an electric car. 


This persona is motivated by saving money on fuel and car safety. This persona is 35-40, lives in the suburbs and works in the city. Toby is married, has 3 children and is often kept busy with work and family life.

People like Toby are comfortable with technology.

Toby likes to network when she has spare time but lately his children have been keeping him busy.

How Acme Automotive can help Toby

Toby has come to Acme Automotive because Toby's goal is find unique gifts for his friends that have weddings and birthdays coming up. Acme Automotive could help Toby with this goal by offering new and interesting products at great prices, but one of the reasons why Toby has not yet engaged with Acme Automotive is fear of finding a better deal elsewhere and not being able to find products quickly because of poor navigation.


Comfort level with technology

Toby is comfortable with technology.


Spare time

On an average day, Toby has very little spare time.


Jargon familiarity

Toby is not familiar with the industry specific terms that are used in the Car industry.

Social media usage for Toby

Of all the time spent on social media on an average day, the distribution of time is as follows:

Facebook: very high usage
Twitter: low usage
LinkedIn: medium usage

Devices that Toby uses to access the Acme Automotive website


Desktop / laptop

Toby uses a computer to access the Acme Automotive website at work.



Toby uses a tablet to access the Acme Automotive website while watching TV.


Smart phone

Toby uses a mobile to access the Acme Automotive website when traveling on public transport.

Buyer persona for a new electric car shopper
Stats for 'Toby' insert_chart
  • Life-stage: established in their career
  • Age: 35-40 years
  • Annual income: $71,000 - $90,000
  • Internet usage: many times a day
  • Social media usage: active
Relationships group
  • Marital status: married
  • Children: 3
Education/skills school
  • Education level: an Undergraduate degree
  • Technical level: comfortable
  • English level: native

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More persona templates for the Automotive industry

See persona examples and templates created using our persona generator tool.

Learn about persona creation

You can learn more about user personas with our articles. Each article is designed to help you improve your digital marketing and improve your content.

The above audience persona templates are good to give you an idea of what a persona is, or to help explain the concept to your marketing team, other team members or you sales team. But these are proto personas. To help with design and marketing decisions, you need to create personas that are based on research are needed.

Going beyond marketing persona examples

You can learn to create your own personas by learning from the below articles. These articles will cover the basics of what personas are and what they are not. In short, personas aren't just a bunch of facts like demographic information and job titles. Personas go beyond demographic stats and takes into consideration attributes such as a person's motivations, behaviour patterns and goals.

Personas are not necessarily a representation of your existing customers. Instead they are a representation of your ideal customer or target customer, and include information that would influence their purchase decisions. Personas also include what's stopping them from buying a product or service from you such as common pain points. Good personas are based on good market research so it's important to learn how to turn a proto persona into a persona that's based on user research.

Articles on digital and content marketing

You can learn more about digital marketing with our articles. Each article is designed to help you improve your digital marketing, and make your digital content more appealing to your potential customers.

If you want to learn how to
  • create your own bespoke personas,
  • design briefs
  • and policies/procedures
that are specific to your marketing strategy, then we have a number of articles for you below.

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