Electric Vehicle Consumer Survey Pike Research
I registered with them, which allowed me to see a 10-page summary of the report. It costs $2,900 to see the full report (though I don't see much incremental value above the summary).
Highlights:
- people interested in PEVs are down from 2010 to 2011 to 2012 (44% -> 40% -> 35%)
- range anxiety is still a big concern
- the top five brands considered are Toyota, Ford, Chevy, Honda, and Nissan
- people in different demographic groups expressed similar interest levels
- the analysis indicated that respondents are willing to pay $23,650 for a car that would be priced at $20,000 in an ICE equivalent version
- highest value for the money was in the Prius plug-in and Volt
- many respondents believe that PEVs are not cheaper to own than ICE equivalents
- 1/3 of respondents think batteries are dangerous
- 40% think that owners are often left stranded when they run out of power
- 81% are very interested in fast-charging
I find it interesting that Tesla was conspicuously absent. Not sure why. It certainly appears that the study was focused on lower-end models, but if people were permitted to list the cars in which they were interested, that would allow Tesla to show up if there was interest. I surmise that it is because Tesla is still in the premium category and not a real option to the mass market at this time. I look forward to Gen III making progress toward greater accessibility, as well as the car being smaller than the Model S. And then there is Gen IV...
I registered with them, which allowed me to see a 10-page summary of the report. It costs $2,900 to see the full report (though I don't see much incremental value above the summary).
Highlights:
- people interested in PEVs are down from 2010 to 2011 to 2012 (44% -> 40% -> 35%)
- range anxiety is still a big concern
- the top five brands considered are Toyota, Ford, Chevy, Honda, and Nissan
- people in different demographic groups expressed similar interest levels
- the analysis indicated that respondents are willing to pay $23,650 for a car that would be priced at $20,000 in an ICE equivalent version
- highest value for the money was in the Prius plug-in and Volt
- many respondents believe that PEVs are not cheaper to own than ICE equivalents
- 1/3 of respondents think batteries are dangerous
- 40% think that owners are often left stranded when they run out of power
- 81% are very interested in fast-charging
I find it interesting that Tesla was conspicuously absent. Not sure why. It certainly appears that the study was focused on lower-end models, but if people were permitted to list the cars in which they were interested, that would allow Tesla to show up if there was interest. I surmise that it is because Tesla is still in the premium category and not a real option to the mass market at this time. I look forward to Gen III making progress toward greater accessibility, as well as the car being smaller than the Model S. And then there is Gen IV...
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