Electric Cars - US

Published by: Mintel International Group Ltd.

Published: Sep. 1, 2009 - 85 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Data sources

Consumer survey data

Advertising creative

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

The electric car market has arrived; automakers committing to production

High battery costs prevent automakers from offering an affordable electric

China poses a threat to U.S. electric car and battery manufacturers

Government investment helping drive electric car technology

High gas prices, overall “greening” of consumers are major market drivers

Toyota hopes to build Prius brand in the new market for electric vehicles

Automakers forming key partnerships to stay competitive

Automakers setting immediate goals to get EVs on the road

Consumer survey results

MARKET SIZE AND FORECAST

Key points

Hybrid market predicted to grow to 11.28 million vehicles by 2020

COMPETITIVE CONTEXT

Overview

Lithium-ion battery cost threatens electric car’s power, affordability

Nation’s electrical grid currently insufficient to support expected EV boom

Chinese auto industry expects to produce 500,000 electric cars by 2011

SEGMENT PERFORMANCE

Key points

Extended range plug-ins and pure EVs are the next wave of green cars

SEGMENT PERFORMANCE—SERIES HYBRIDS

Key points

Series hybrids represent the simplest electric, but also more expensive

SEGMENT PERFORMANCE—PARALLEL HYBRIDS

Key points

Parallel hybrid segment best represented by Honda Insight

SEGMENT PERFORMANCE—POWER-SPLIT HYBRID

Key points

Toyota’s novel design with Prius produces world’s bestselling hybrid

SEGMENT PERFORMANCE—EXTENDED RANGE PLUG-INS

Key points

Plug-in hybrid electric launches expected for 2011, threatened by cost

Hybrid kits available to transform ordinary hybrids into full EVs

SEGMENT PERFORMANCE—PURE ELECTRICS

Key points

Pure electric prototypes could represent the electric market of the future

Hydrogen-driven cars remain in infancy due to cost, technology difficulties

Despite challenges, Honda is at the forefront of fuel cell technology

MARKET DRIVERS

$2.4 billion in stimulus funds awarded to accelerate battery development

Unstable gas price fluctuation may affect EV sales over long term

Figure 1: U.S. gasoline prices, 2003-09

LEADING COMPANIES

Key points

Overview

Toyota Motor Co.

General Motors

Ford Motor Company

Chrysler LLC

Honda Motor Co

Nissan Motor Co.

Hyundai Motor Co.

BRAND QUALITIES

Prius builds upon its brand as the original hybrid

Tesla Motors seizes on first-mover advantage

INNOVATION AND INNOVATORS

Ford’s Sync develops communication system to help drivers recharge

Automakers form key partnerships to stay competitive in EV production

General Motors and LG Chem

Nissan working with state power provider, city of Seattle

Ford saved money by partnering with supplier to develop plug-in Focus

ADVERTISING AND PROMOTION

Getting EVs on the road and in the consumer’s mind

It’s not easy being green: blue replaces green to emphasize clean driving

Toyota positions the Prius as a launch pad for future EV technologies

Figure 2: Toyota television ad, 2009

Honda forgoes environmental image in favor of one that emphasizes fun

Figure 3: Honda television ad, 2009

Prius Ad stresses harmony between man, nature, and machine

Figure 4: Toyota television ad, 2009

Chevy takes the Malibu from assembly line to forest

Figure 5: Chevrolet Malibu television ad, 2009

VEHICLE OWNERSHIP

Key points

Compact, smaller cars are among the most commonly purchased vehicles

Figure 6: Vehicle ownership, by gender, July 2009

SUVs remain the vehicle of choice for young drivers

Figure 7: Vehicle ownership, by age, July 2009

Consumer taste for small vehicles spans across all household incomes

Figure 8: Vehicle ownership, by household income, July 2009

VEHICLE PURCHASING FACTORS

Key points

Electric car purchasing threatened by devalue of environmentalism

Figure 9: Vehicle purchasing factors, July 2009

Impact on the environment: Gender

Figure 10: Impact on the environment as a purchase factor, by gender, July 2009

Impact on the environment: Age

Figure 11: Impact on the environment as a purchase factor, by age, July 2009

Good gas mileage: Gender

Figure 12: Good gas mileage as a purchase factor, by gender, July 2009

Good gas mileage: Age

Figure 13: Good gas mileage as a purchase factor, by age, July 2009

HYBRID SATISFACTION

Key points

For many consumers, gas mileage still not as good as expected

Figure 14: Consumer attitudes towards gas mileage, by gender, July 2009

Hybrid owners small in numbers, many still need gas-mileage solutions

Figure 15: Hybrid vehicle ownership, by gender, July 2009

DRIVING PARTICIPATION

Key points

Most driving is done over short distances

Females spend more time than men driving locally

Figure 16: Driving habits, by gender, July 2009

Higher household income corresponds to greater city/local driving

Figure 17: Driving habits, by household income, July 2009

WILLINGNESS TO PURCHASE AN ELECTRIC

Key points

Figure 18: Likelihood of electric car purchase, by gender, July 2009

Young consumers are prospective EV buyers

Figure 19: Likelihood of electric car purchase, by age, July 2009

Higher-income households more likely to purchase plug-in electrics

Figure 20: Likelihood of electric car purchase, by household income, July 2009

CONSUMER KNOWLEDGE OF ELECTRIC CARS

Key points

Halfway there: But consumer EV awareness has room to grow

Figure 21: Consumer knowledge of electric cars, by gender, July 2009

Young consumers lag in EV intelligence

Figure 22: Consumer knowledge of electric cars, by age, July 2009

CONSUMER CONCERNS ABOUT ELECTRIC CARS

Key points

Battery issues top list of consumer concerns

Figure 23: Consumer concerns about electric cars, by gender, July 2009

More affluent consumers respond, show us performance

Figure 24: Consumer concerns about electric cars, by household income, July 2009

CONSUMER OPINION ON ELECTRIC CAR MANDATES, FUNDING

Key points

Consumers not likely to push back against government incentives for EVs

Figure 25: Consumer opinions on electric car mandates, by gender, July 2009

As household income rises, respondents more likely to support incentives

Figure 26: Consumer concerns about electric cars, by household income, July 2009

RACE AND HISPANIC ORIGIN

Key points

SUVs and small vehicles drive Hispanic buying

Figure 27: Vehicle ownership, by race or Hispanic origin, July 2009

Impact on the environment: Race

Figure 28: Impact on the environment as a purchase factor, by race or Hispanic origin, July 2009

Good gas mileage: Race

Figure 29: Good gas mileage as a purchase factor, by race or Hispanic origin, July 2009

A third of Hispanics open to purchasing an electric car

Figure 30: Likelihood of electric car purchase, by race or Hispanic origin, July 2009

Black and Hispanic consumers less concerned about battery issues

Figure 31: Consumer concerns about electric cars, by race or Hispanic origin, July 2009

APPENDIX: OTHER USEFUL CONSUMER TABLES

Consumer attitudes towards gas mileage by household income

Figure 32: Consumer attitudes towards gas mileage, by household income, July 2009

Consumer attitudes towards gas mileage by gender

Figure 33: Gas mileage vehicle satisfaction, by gender, July 2009

Impact on the environment: Household income

Figure 34: Impact on the environment as a purchase factor, by household income, July 2009

Good gas mileage: household income

Figure 35: Good gas mileage as a purchase factor, by household income, July 2009

Driving habits by age

Figure 36: Driving habits, by age, July 2009

Consumer knowledge of electric cars by household income

Figure 37: Consumer knowledge of electric cars, by household income, July 2009

Consumer opinions of government mandates by age

Figure 38: Consumer opinions of government mandates, by age, July 2009

Consumer attitudes towards gas mileage by race or Hispanic origin

Figure 39: Consumer attitudes towards gas mileage, by race or Hispanic origin, July 2009

Likelihood of electric car purchase by race or Hispanic origin

Figure 40: Likelihood of electric car purchase, by race or Hispanic origin, July 2009

APPENDIX: TRADE ASSOCIATIONS

Abstract

“Hybrid” has been the buzzword for energy efficiency since the Prius and Insight entered the auto market in the late 1990s. Environmentally conscious consumers make their mark by buying a hybrid. For drivers who desire a world with less pollution and less reliance on gasoline, hybrid cars have been the best and only option to get there. But what happens when plug-in and pure electric vehicles become more readily available over the next few years?

It is estimated that all new vehicles will have some form of hybridization by 2020, and most major carmakers plan to release electric vehicles of their own much sooner.

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