WHAT EV BUYERS THINK

Electric Vehicle Consumer Survey; Consumer Attitudes, Preferences, and Price Sensitivity for Plug-in Electric Vehicles and EV Charging Stations
December 29, 2011 (Pike Research)

"As consumer interest in fuel efficient vehicles remains high, two automakers, Chevrolet and Nissan, ended 2010 with the launch of their first highway-capable plug-in electric vehicles (PEVs) for the mass market. These vehicles...enable drivers to reduce both gasoline expenses and greenhouse gas emissions…

"…[O]ther auto manufacturers are working to electrify their lineups…Toyota plans to launch [a] PEV Prius in January 2012, and [many] other manufacturers have plans to launch plug-in electric models in the near future."

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"To assess consumer demand, preferences, and price sensitivity for PEVs and electric vehicle charging infrastructure, Pike Research conducted a web-based survey of 1,051 U.S. consumers in the fall of 2011…[B]ased on Americans’ driving and commute patterns, PEVs should be a strong fit for a large number of consumers…

"…[R]espondents indicated strong fundamental interest in PEVs, with 40% of participants stating that they would be extremely or very interested in purchasing such a vehicle, assuming the price were right. However, price sensitivity is an issue that continues to loom over the industry, as survey participants’ willingness to pay was much lower than the prices currently planned by automakers…"