Automakers Braving to Launch Electric Vehicles to Skeptic U.S. Consumers -Who will be the Early Adopters, and will their Needs and Expectations be Met?
It was presented by...
- Veerender Kaul, Research Director, Automotive & Transportation, North America
- Michael Coury, Vice President, Customer Research, North America
Here's some highlights from their highlights of the report...
Demographics, needs, and wants
- The Target "Very Interested" Early Adopter (12% of respondents): 18-45 male with a college degree in the suburbs that owns a single family home, makes $80K+ and has kids. However, most broad categories of potential buyers are likely to be 36-45 year old females living in the suburbs and are environmentally conscious.
- 97% of owners park their car in same location everyday, of which 74% live in homes, 10% in apartments, and 16% in condominium or town homes. Average parking time during weekday is: 12.8 hrs. at home, 4.9 hrs. at work and 2.7 hrs. at other places.
- Average weekday driving distance is 43.5 mi and weekend distance 57.5 mi.
- The more people learned about EVs during the taking of the Frost & Sullivan survey, the more they liked them...from 25% to 50%. This might show that don't understand the benefits of EVs today. However, this number reversed when they were presented with the costs.
- Range anxiety is a serious impediment to the adoption of EVs. E-REVS and PHEVs will be overwhelmingly favored.
- Customers are more likely to purchase Hybrid, then Range Extended (Volt), then PHEV, then EV (smallest niche)
- Development of a public charging infrastructure is critical -mitigates range anxiety, enable optimization of driving range, and reduce vehicle cost.
- Acceptable price for an EV: $33K
- 2015 demand for EVs based on performance criteria ~2.3M...but analyst said that he thinks that it's more likely that 750K-1M will be actually purchased.
- Charging time didn't seem to make a big difference to the respondent (30m to 8h)...but 4 hours was preferred. I'm thinking that customers didn't understand the impact of the question.
- Roadside Assistance and Telematics and LBS services are “a must have” feature for EVs. Must be provided standard.
- A vehicle with a driving range of 100mi is unlikely to be seen by most Americans as their primary vehicle. A range of 150mi is more likely to merit that consideration.
- Vehicle manufacturers could consider offering BEV with a package of some free rental car days to position a BEV as a primary vehicle. Interesting idea given that most automakers have existing relationships with rental car companies.