A Qualitative Analysis of Factors Influencing Chinese Consumers’ Willingness to Purchase Used Electric Vehicles

Based on SWOT and TOWS analyses and combined with expert interviews, this study proposes a series of marketing strategies to enhance consumers’ willingness to purchase used electric vehicles (UEVs). In terms of the strengths and opportunities (SO) strategy, it is recommended that enterprises strengthen marketing and brand building, customize services and special features, use price advantages and environmental awareness to attract specific groups, provide convenient charging services, give full play to technical support advantages, and expand channels through cooperation with the government and manufacturers. The strategies for the strengths and threats (ST) scenario include establishing a government relations department, improving product quality and brand image, enhancing information transparency and quality assurance, and building a partner network and customer relationships. In terms of weaknesses and opportunities (WO), it is proposed to transform corporate weaknesses into opportunities by investing in evaluation technology and expanding charging facilities, strengthening market promotion and consumer education, and providing personalized car purchase advice and high-quality after-sales services. In the face of weaknesses and threats (WT), the emphasis is on reducing risks and improving competitiveness by improving quality management, internal management, and providing long-term after-sales and warranty services. The main innovation of this study lies in integrating SWOT-TOWS strategic frameworks with qualitative expert insights to develop actionable and scenario-specific marketing strategies for the UEV market—an area previously underexplored in existing literature. The comprehensive strategy proposed in this study provides a practical path for UEV companies to enhance consumer trust and purchase willingness and promote the industry’s sustainable development.