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Understanding Consumer Perceptions of Hybrid and Electric Vehicle Technologies in India

Understanding Consumer Perceptions of Hybrid and Electric Vehicle Technologies in India

This research is based on a 2017 survey conducted in 12 key Indian cities to study consumer awareness, price perceptions, benefits, concerns, and willingness to purchase alternative fuel technologies—namely, electric vehicles (EVs) and full and mild hybrid vehicles.

Full hybrid vehicles resounded with customers better compared to other types of vehicles considered for the study. Compared to EVs and mild hybrids, customers were found to be more receptive to the full hybrid’s benefits of additional fuel economy; they consider full hybrids as a better alternate propulsion system offering.

However, the overall awareness of full hybrids is moderately low, with customers in the northern and western regions being relatively more aware of this technology, and customers in the south being the least aware.

The study also assesses general consumer willingness to pay for EVs, full hybrid vehicles, and mild hybrid vehicles as per the difference in a premium over the cost of a regular ICE-based vehicle, priced at INR 10 lakh.

Key questions that this study will answer:
• What are the key buying factors for vehicle purchase in the Indian automotive market?
• What are the customer awareness levels and perceptions about hybrid/electric vehicles present in the Indian market?
• What are the key perceived benefits, concerns, and barriers related to the purchase of hybrid/electric vehicle technology in India?
• What is the level of consumer willingness to purchase a car with hybrid/electric technology? What differences in price are consumers ready to pay?
• What are the changes needed to alleviate the key misconceptions related to hybrid/electric vehicle technologies?


  • Executive Summary
    • Executive Summary-Key Findings
    • Key Barriers to Adoption-Electric Vehicles
    • Full Hybrid Vehicles-Top 3 Barriers to Adoption
    • Key Barriers to Adoption-Mild Hybrid Vehicles
    • Purchase Intention-Electric Vehicles
    • Purchase Intention-Full Hybrid Vehicles
    • Purchase Intention-Mild Hybrid Vehicles
  • Research Scope, Objectives, Background, and Methodology
    • Research Scope
    • Research Aims and Objectives
    • Key Questions This Study Will Answer
    • Research Background
    • Research Methodology
    • Key OEMs Compared in this Study
  • Definitions and Segmentation
    • Vehicle Segmentation-Hybrid and Electric Vehicles
  • Technology Awareness
    • Awareness Levels-Electric Vehicles
    • Awareness Levels-Full Hybrid Vehicles
    • Awareness Levels-Mild Hybrid Vehicles
    • Model Awareness-Hybrid and Electric Vehicles
  • Electric Vehicles
    • Electric Vehicles-Summary
    • Electric Vehicles-Benefits
    • Electric Vehicles-Voice of Customer about Benefits
    • Electric Vehicles-Barriers
    • Electric Vehicles-Top 3 Barriers to Adoption
    • Electric Vehicles-Voice of Customer about Barriers
    • Electric Vehicles-Emotional and Rational Mapping
    • Electric Vehicles-Owner and Intender Analysis
    • Electric Vehicles-Tier-wise Analysis
    • Electric Vehicles-Zone-wise Analysis
  • Full Hybrid Vehicles
    • Full Hybrid Vehicles-Summary
    • Full Hybrid Vehicles-Top 3 Consumer Benefits
    • Full Hybrid Vehicles-Benefits
    • Full Hybrid Vehicles-Voice of Customer about Benefits
    • Full Hybrid Vehicles-Top 3 Barriers to Adoption
    • Full Hybrid Vehicles-Barriers
    • Full Hybrid Vehicles-Voice of Customer about Barriers
    • Full Hybrid Vehicles-Emotional and Rational Mapping
    • Full Hybrid Vehicle-Owner and Intender Analysis
    • Full Hybrid Vehicle-Tier-wise Analysis
    • Full Hybrid Vehicle-Zone-wise Analysis
    • Willingness to Pay for Full Hybrids-3 Key Reasons to Pay
  • Mild Hybrid Vehicles
    • Mild Hybrid Vehicles-Summary
    • Mild Hybrid Vehicles-Benefits
    • Mild Hybrid Vehicles-Voice of Customer about Benefits
    • Mild Hybrid Vehicles-Barriers
    • Mild Hybrid Vehicles-Voice of Customer about Barriers
    • Mild Hybrid Vehicles-Emotional and Rational Mapping
    • Mild Hybrid Vehicles-Owner and Intender Analysis
    • Mild Hybrid Vehicles-Tier-wise Analysis
    • Mild Hybrid Vehicles-Zone-wise Analysis
  • Purchase Intention
    • Purchase Intention-Electric Vehicles
    • Purchase Intention-Full Hybrid Vehicles
    • Purchase Intention-Mild Hybrid Vehicles
  • Growth Opportunities
    • Growth Opportunity-Industry Consolidation
    • Strategic Imperatives for the Indian Automotive Industry
  • Key Conclusions and Recommendations
    • Key Conclusions and Recommendations-Electric Vehicles
    • Key Conclusions and Recommendations-Full Hybrid Vehicles
    • Key Conclusions and Recommendations-Mild Hybrid Vehicles
    • The Last Word-3 Big Predictions
  • Appendix
    • Acronyms Used

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