NREL releases study on public sentiments on PEVs

NREL releases study on public sentiments on PEVs

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Consumer Views on Plug-in
Electric Vehicles – National
Benchmark Report

• Consumer Views Quick Facts
  
  The following findings are based on a February 2015 study that covered consumer attitudes
  toward plug-in electric vehicles. The study covered a 1,015-household sample designed to be
  representative of the United States population.
  
  Vehicle Purchasing Behaviors
  
  • 60% of respondent households owned two or more vehicles.
  • 53% of respondents stated their last vehicle purchases were sedans.
  • 48% of respondents stated their next vehicle purchases would likely be sedans.
  • 29% of respondent households had purchased vehicles in the last year.
  
  Plug-in Electric Vehicle Awareness
  
  • 48% of respondents were able to name a specific plug-in electric vehicle make and model.
  • 49% of respondents reported having seen plug-in electric vehicles in parking lots.
  • 52% of respondents stated plug-in hybrid electric vehicles were just as good as or better than
  traditional gasoline vehicles.
  • 45% of respondents stated pure electric vehicles were just as good as or better than
  traditional gasoline vehicles.
  • 24% of respondents stated they would consider or expect to purchase plug-in hybrid electric
  vehicles for their next vehicle purchase or lease.
  • 20% of respondents stated they would consider or expect to purchase pure electric vehicles
  for their next vehicle purchase or lease.
  
  Barriers to Plug-in Electric Vehicle Acceptance
  
  • A pure electric vehicle would need to be able to travel 300 miles on a single charge for 56%
  of respondents to be willing to consider purchasing one.
  • 18% of respondents were aware of charging stations on the routes they regularly drove.
  • 53% of respondents could consistently park their vehicles near electrical outlets at home.
  • 51% of respondents would be willing to pay incremental costs for plug-in electric vehicles.
  
  Plug-in Electric Vehicle Acceptance
  
  • Respondents who were aware of plug-in electric vehicle charging stations were more likely
  than respondents overall to view plug-in electric vehicles positively and be willing to
  consider purchasing them.
  • Respondents who were able to name one of the top nine best-selling plug-in electric vehicles
  were more likely than respondents overall to view plug-in electric vehicles positively and be
  willing to consider purchasing them.
  • New vehicle purchasers were more likely than used vehicle purchasers to view plug-in
  electric vehicles positively and be willing to consider purchasing them.

. . . .
3.4 Vehicle Purchase Price
Figure 19. Question 17: Expected next vehicle purchase price
. . .
Note: The results of this question are not intended to show what respondents have or will actually pay for
their vehicles. The data are reflecting respondent current expectations, which may differ significantly from
final purchase decisions.

Respondents provided a wide range of expected purchase prices for their next vehicles. A
majority (70%) expected to spend $30,000 or less, and 42% expected to pay $20,000 or less.
In January 2015, the top-selling PHEV was the Chevrolet Volt and the top-selling nonluxury
EV was the Nissan Leaf (ANL 2015). In September 2015, The Volt retail price was $33,170
(Chevrolet 2015) and the Leaf retail price was $29,010 (Nissan 2015). If the federal tax credit
of $7,500 is subtracted from the vehicle prices, the Leaf cost of $21,510 would be in the price
range of 46% of respondents; the Volt cost of $25,670 would be in the range of 33% of
respondents.

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