Electric Vehicle Consumer Survey

• Publication date: December 2011

Consumer Attitudes, Preferences, and Price Sensitivity for Plug-in Electric Vehicles and EV Charging Stations As consumer interest in fuel efficient vehicles remains high, two automakers, Chevrolet and Nissan, ended 2010 with the launch of their first highway-capable plug-in electric vehicles (PEVs) for the mass market. These vehicles, commercially available in December 2010, enable drivers to reduce both gasoline expenses and green...

Consumer Attitudes, Preferences, and Price Sensitivity for Plug-in Electric Vehicles and EV Charging Stations

As consumer interest in fuel efficient vehicles remains high, two automakers, Chevrolet and Nissan, ended 2010 with the launch of their first highway-capable plug-in electric vehicles (PEVs) for the mass market. These vehicles, commercially available in December 2010, enable drivers to reduce both gasoline expenses and greenhouse gas emissions. Many other auto manufacturers are working to electrify their lineups with new models. For example, Toyota plans to launch PEV Prius in January 2012, and other manufacturers have plans to launch plug-in electric models in the near future.
To assess consumer demand, preferences, and price sensitivity for PEVs and electric vehicle charging infrastructure, Pike Research conducted a web-based survey of 1,051 U.S. consumers in the fall of 2011 using a nationally representative and demographically balanced sample. The survey found that, based on Americans’ driving and commute patterns, PEVs should be a strong fit for a large number of consumers. Likewise, survey respondents indicated strong fundamental interest in PEVs, with 40% of participants stating that they would be extremely or very interested in purchasing such a vehicle, assuming the price were right. However, price sensitivity is an issue that continues to loom over the industry, as survey participants’ willingness to pay was much lower than the prices currently planned by automakers.
This Pike Research report examines the dynamics of consumer demand for PEVs, fast residential charging outlets, and workplace, public, and private charge points. It includes a detailed analysis of price sensitivity and optimal price points for PEVs, as well as data related to typical consumer driving patterns that will affect demand for such vehicles, and vehicle brand preferences. The report also includes information on consumer interest in smartphone applications that would allow them to better utilize a PEV.

Key Questions Addressed:

-What is the overall level of interest among U.S. consumers for PEVs?
-How does this interest vary by demographic segment?
-What is the level of consumer price sensitivity in the PEV market? What is the optimal price point for PEVs?
-How do typical consumers’ driving patterns compare to the range capabilities of PEVs?
-Which vehicle brands would consumers prefer for PEVs?
-What are the issues that are impeding PEV adoption?
-What are consumers’ preferences for different PEV range/price configurations?
-What is the importance of PEV charging infrastructure for consumers?

Who needs this report?

-Vehicle manufacturers
-Vehicle component suppliers
-Charging equipment manufacturers
-Battery manufacturers
-Vehicle trade associations
-Utilities
-Government agencies
-Investor community

Clean Vehicle Industry in the United States

Table of Contents

1.    Executive Summary
1.1  Introduction and Overview
1.1.1   Interest in Electric Vehicles
1.1.2   Vehicle Charging Infrastructure

2.    Driver Profiles
2.1  Vehicle Ownership
2.2  Driving to Work
2.3  Average Daily Commute
2.4  Importance of Fuel Efficiency in Vehicle Purchase Decisions

3.    Interest in Plug-in Electric Vehicles
3.1  Overall Interest in Plug-in Electric Vehicles
3.2  PEV Interest by Demographic Segment
3.3  Vehicle Brand Preferences
3.4  Electric Vehicle Price Sensitivity Analysis
3.5  Electric Vehicle Range Preferences
3.6  Reasons for Lack of Interest in Electric Vehicles

4.    Electric Vehicle Charging Infrastructure
4.1  Interest in Residential Fast-Charging Outlets
4.2  Willingness to Pay for Residential Fast-Charging Equipment
4.3  Importance of Access to Charging Stations
4.4  Willingness to “Pay per Charge” at Charging Stations

5.    Smartphone Applications
5.1  Interest in Smartphone Applications for PEVs

6.    Summary and Conclusions
6.1  Consumer Interest
6.2  Type of Plug-in Electric Vehicle
6.3  Pricing
6.4  Infrastructure Needs
6.5  Mobile Applications
6.6  Overall Implications

7.      Acronym and Abbreviation List 

8.      Table of Contents 

9.      Table of Charts and Figures 

10.    Scope of Study, Survey Methodology

List of Charts and Figures

Consumer Interest in Electric Vehicles
Vehicle Ownership: All Respondents
Driving to Work
Average Daily Commute
Importance of Fuel Efficiency in Vehicle Purchase Decisions
Overall Interest in Plug-in Electric Vehicles with 40 to 100 Mile Range per Charge
Interest in Electric Vehicles by Demographic Segment
Vehicle Brand Preferences
Electric Vehicle Price Sensitivity Analysis
Electric Vehicle Range Preferences
Reasons for Lack of Interest in Electric Vehicles
Interest in Residential Fast Charging Outlets
Willingness to Pay for Residential Fast-Charging Outlets
Importance of Access to Charging Stations
Willingness to “Pay per Charge” at Charging Stations
Interest in Smartphone Applications