Electric Vehicle Consumer Survey

Published by: Pike Research

Published: Sep. 8, 2009 - 19 Pages

Table of Contents

1. Executive Summary

1.1 Introduction and Overview

1.2 Interest in Plug-in Hybrid Electric Vehicles

1.3 Vehicle Charging Infrastructure

2. Driver Profiles

2.1 Vehicle Ownership

2.2 Average Miles Driven per Day

2.3 Importance of Fuel Efficiency in Vehicle Purchase Decisions

3. Interest in Plug-in Hybrid Electric Vehicles

3.1 Overall Interest in Plug-in Hybrid Electric Vehicles

3.2 PHEV Interest by Green Consumer Behavioral Segment

3.3 PHEV Interest by Demographic Segment

3.4 Willingness to Pay a Premium Price for PHEVs

3.5 Reasons for Lack of Interest in PHEVs

4. Vehicle Charging Infrastructure

4.1 Interest in Residential Fast Charging Outlets

4.2 Willingness to Pay for Residential Fast Charging Outlets

4.3 Importance of Access to Charging Stations

5. Table of Contents

6. Table of Charts and Figures

7. Scope of Study, Survey Methodology

List of Charts and Figures

Consumer Interest in Plug-in Hybrid Electric Vehicles

Vehicle Ownership: All Respondents

Average Miles Driven per Day

Importance of Fuel Efficiency in Considering Next Vehicle Purchase

Interest in Plug-in Hybrid Electric Vehicles with a 40-Mile Range per Charge

Interest in Plug-in Hybrid Electric Vehicles by Green Consumer Behavior Segment

Interest in Plug-in Hybrid Electric Vehicles by Demographic Segment

Willingness to Pay a Premium Price for Plug-in Hybrid Electric Vehicles

Reasons for Lack of Interest in Plug-in Hybrid Electric Vehicles

Interest in Residential Fast Charging Outlets

Willingness to Pay for Residential Fast-Charging Outlets

Importance of Access to Charging Stations

Abstract

Plug-in hybrid electric vehicles (PHEVs) are considered by many in the United States to be one of the highest-potential emerging consumer product categories of the next few years. A number of leaders in both industry and government are looking to PHEVs to take the automotive market to its next stage of evolution, building on the success of hybrid electric vehicles (HEVs) and potentially creating a bridge to the full electrification of the automobile. The key selling point of PHEVs is their dramatically improved fuel economy over standard gasoline vehicles that are based on internal combustion engines. This efficiency is expected to drive further benefits in the form of carbon emissions reduction and lesser dependence on foreign oil. Pike Research forecasts that more than 600,000 PHEVs will be sold in the U.S. by 2015, following their market introduction in 2010.

In order to assess the dynamics of consumer demand for PHEVs and their associated electrical charging infrastructure, Pike Research conducted a web-based survey of 1,041 U.S. consumers in 2Q 2009 using a nationally representative and demographically balanced sample. The survey found that the majority of U.S. consumers have driving patterns that are consistent with the capabilities of first-generation PHEVs, and fundamental interest in the category is strong, with 48% stating that they would be extremely or very interested in a PHEV with a 40-mile range. Interest in fast charging outlets was likewise strong, though consumers’ willingness to pay for these outlets is out of line with industry expectations.

This report provides a detailed analysis and interpretation of Pike Research’s consumer survey on PHEVs, fast charging outlets, and workplace, public, and private charging stations. The report includes an examination of topline interest in these categories, along with willingness to pay and other key attitudes and preferences related to PHEVs. The results are segmented and analyzed to assess varying levels of demand among different demographic and behavioral groups.

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