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Electric Vehicle Consumer Survey
Pike Research, Sep 2009, Pages: 19
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. The report 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, the authors 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 the 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.
Key product categories analyzed:
- Plug-in Hybrid Electric Vehicles
- Residential Fast Charging Outlets
- Workplace Charging Stations
- Public Charging Stations
- Private Charging Stations
Consumer segments analyzed:
- Driving patterns and preferences
- Green consumer behavioral segments
- Demographic segments: age, gender, income, education
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