Abstract
Preferences, Attitudes, and Willingness to Pay for Plug-in Hybrid Electric Vehicles and Power Charging
Plug-in hybrid electric vehicles (PHEVs) are considered by many in the United
States to be one of the highest-potential emerging consumer product categories
of the next few years. A number of leaders in both industry and government are
looking to PHEVs to take the automotive market to its next stage of evolution,
building on the success of hybrid electric vehicles (HEVs) and potentially
creating a bridge to the full electrification of the automobile. The key
selling point of PHEVs is their dramatically improved fuel economy over
standard gasoline vehicles that are based on internal combustion engines. This
efficiency is expected to drive further benefits in the form of carbon
emissions reduction and lesser dependence on foreign oil. Pike Research
forecasts that more than 600,000 PHEVs will be sold in the U.S. by 2015,
following their market introduction in 2010.
In order to assess the dynamics of consumer demand for PHEVs and their
associated electrical charging infrastructure, Pike Research conducted a
web-based survey of 1,041 U.S. consumers in 2Q 2009 using a nationally
representative and demographically balanced sample. The survey found that the
majority of U.S. consumers have driving patterns that are consistent with the
capabilities of first-generation PHEVs, and fundamental interest in the
category is strong, with 48% stating that they would be extremely or very
interested in a PHEV with a 40-mile range. Interest in fast charging outlets
was likewise strong, though consumers' willingness to pay for these outlets is
out of line with industry expectations.
This report provides a detailed analysis and interpretation of Pike Research' s
consumer survey on PHEVs, fast charging outlets, and workplace, public, and
private charging stations. The report includes an examination of topline
interest in these categories, along with willingness to pay and other key
attitudes and preferences related to PHEVs. The results are segmented and
analyzed to assess varying levels of demand among different demographic and
behavioral groups.
Key product categories analyzed:
- Plug-in Hybrid Electric Vehicles
- Residential Fast Charging Outlets
- Workplace Charging Stations
- Public Charging Stations
- Private Charging Stations
- Consumer segments analyzed:
- Driving patterns and preferences
- Green consumer behavioral segments
- Demographic segments: age, gender, income, education
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