Consumer Attitudes, Opinions, Preferences, and Price
Sensitivity for Plug-in Electric Vehicles and EV Charging
GLOBE-Net, October 30, 2012 - Plug-in electric
vehicles (PEVs) were first commercially available in 2010, and by
2012 their numbers had grown significantly, with many auto
manufacturers adding new models to their fleets.
A number of auto manufacturers are electrifying their fleets
with new models. In the United States, sales of electric vehicles
are estimated to reach 47,966 in 2012. Pike Research anticipates
the category will grow swiftly, with a compound annual growth rate
(CAGR) of 30% between 2012 and 2020 in the United States.
Consumers continue to cite insufficient
driving range as a reason they are not interested in PEVs,
followed by a desire for the technology to develop further before
committing to purchasing a PEV.
As the market for PEV expands, consumer perception of these
types of vehicles is shifting, in some ways for the better and in
some ways for the worse.
Between 2011 and 2012, the percentage of consumers participating
in Pike Research's annual survey that identified themselves as
"extremely interested" or "very interested" in PEVs fell from 40%
of the respondents to 36%.
While this decrease is not staggering, it does indicate that
auto manufacturers will need to make improvements in PEVs in order
to attract buyers in larger numbers. It also indicates that
manufacturers need to do a better job of educating consumers about
the benefits of PEVs and making these cars more relevant to the end
Interestingly, no particular model of PEV stood out as a
particularly good value for the money. Depending on the
specific model, only 24% to 46% identified PEVs as an excellent
or good value.
Vehicle Charging Equipment
A vast majority of survey respondents interested in PEVs (81%)
indicated that they would be extremely or very interested in a
residential fast-charging EV charging unit that would utilize
the same amount of electricity but reduce charging times from 8-12
hours to 2-4 hours.
This Pike Research report details findings from a web-based
survey of 1,001 consumers in the United States. The study assesses
consumer demand, preferences, opinions, and price sensitivity for
PEVs and electric vehicle (EV) charging infrastructure.
The survey was conducted in the fall of 2012 using a nationally
representative and demographically balanced sample. Pike Research
conducted similar surveys in 2010 and 2011, and this latest version
shows, when appropriate, year-over-year comparisons of data to
Check here for more details on the