INTERESTED IN, NOT BUYING PLUG-INS

Global Consumers Not Plugging into Electric Vehicles: Deloitte Survey; No more than four percent of global consumers likely to be satisfied with today’s electric vehicles
October 4, 2011 (Deloitte)

Consumers worldwide expect electric vehicles to travel farther, require less charge time and retail for a lower price than automakers are offering, according to a new survey from Deloitte…[C]onsumers’ expectations around performance and purchase price are so divergent from the actual offerings available today, that no more than 2 to 4 percent of consumers worldwide would have their expectations met…

"The survey…[of] consumers in 17 countries across the Americas, Asia and Europe…[revealed] a general desire among consumers to buy electric vehicles, but a strong unwillingness to compromise on key performance criteria and especially price."

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"In the United States, 12 percent of respondents indicate they would be a potential ‘first mover’ when it comes to adopting an electric vehicle — with an additional 42 percent saying they ‘might be willing to consider’ purchasing or leasing…However, most global consumers, including those in the United States, would base their final decision on the greatest challenges…range, convenience to charge and purchase price of the vehicle — all of which a vast majority (more than 85 percent) of survey respondents ranked as ‘extremely important’ or ‘very important’ considerations…

"The survey also shows consumers want faster battery charge times. The majority of American consumers surveyed (58 percent) expect an electric vehicle to recharge its battery in two hours or less, and nearly one in four Americans (23 percent) expect a 30-minute charge time. Overall, in all countries, only a minority viewed up to eight hours (the normal time it takes to recharge the typical battery in today’s vehicles) as acceptable…"