Engaging consumers with varying budgets for battery electric vehicles in the post-subsidy era

China's BEV market must now engage the early majority to sustain broader penetration in the post-subsidy era. However, existing research inadequately explores how manufacturer-led strategies and psychological factors differentially shape the adoption decisions of this emerging consumer segment, particularly across varying budget levels. To address this gap, this study develops an integrated choice and latent variable (ICLV) model to jointly examine the effects of psychological determinants and multiple manufacturer-led strategies on BEV adoption. The analysis draws on 1200 stated-preference responses from prospective BEV buyers in Beijing and Shenzhen. Findings indicate that budget level significantly drives consumer heterogeneity in psychological drivers, while the relative effectiveness of manufacturer-led strategies remains consistent across groups: bundled insurance packages yield the largest marginal effects, followed by advanced intelligent driving services and lottery-based discounts, with price discounts being the least effective. These insights support the design of targeted, cost-effective manufacturer-led strategies in a post-subsidy context, facilitating electrification and sustainability goals.