Are consumers on a path towards electric vehicles?

Transcription

1 Are consumers on a path towards electric vehicles? 14 June 2018 Scott Hardman & Ken Kurani Plug-in Hybrid & Electric Vehicle Research Center

2 Why is educating consumers important? Consumers won t buy EVs if they are not knowledgeable about them. Awareness: consumers know an EVs exist Knowledge: consumers generally know what an EV is Persuasion: consumers actively seek out information on EVs (inc. pros and cons) Decision: consumers consider if they would purchase the vehicle Awareness Knowledge Persuasion Decision Purchase 14 June

3 EV Model Availability 47 Models available in by the end of the year 15 BEV models 29 PHEV models 3 FCEVs Number of PEV models for sale June YTD EV Volumes, 2018

4 EV Model Awareness Number of respondents who can correctly name an EV 100% 80% 60% 40% 20% 0% Jun-14 Nov-14 Dec-14 Feb-17 Jun-17 All-car owning households New Car Buyers Name a BEV All-car owning households Yes: Right (Other) Yes: Right (Tesla, any) Yes: Right (Nissan Leaf) Yes: Maybe Yes: Wrong No 14 June 2018

5 EV Model Awareness Number of respondents who can correctly name an EV hasn't increased 100% 80% 60% 40% 20% 0% Jun-14 Nov-14 Dec-14 Feb-17 Jun-17 All-car owning households New Car Buyers Name a BEV All-car owning households Yes: Right (Other) Yes: Right (Tesla, any) Yes: Right (Nissan Leaf) Yes: Maybe Yes: Wrong No 14 June 2018

6 EV Infrastructure 50,000 public charge points Doubled since 2014 Number of charging outlets 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5, DOE, June

7 EV Infrastructure Awareness Number of respondents who have seen EV chargers 100% 80% 60% 40% 20% Yes, several places Yes, a few places Yes, one place I'm not sure No, I haven't 0% Dec-14 Feb-17 Jun-17 New Car Buyers All Car Owners 14 June 2018

8 EV Infrastructure Awareness Number of respondents who have seen EV chargers hasn't increased significantly 100% 80% 60% 40% 20% Yes, several places Yes, a few places Yes, one place I'm not sure No, I haven't 0% Dec-14 Feb-17 Jun-17 New Car Buyers All Car Owners 14 June 2018

9 EV Sales Market as of March 2018 USA cumulative sales ,000 in % BEV, 45% PHEV CA cumulative sales c. 45% of US market PHEV BEV EV Volumes, June

10 Consideration to buy an EV Number of respondents considering purchasing an EV 100% 80% 60% 40% 20% 0% June November December February June All car owning households New Car Buyers All car owning households Consider BEV Haven't; won't Haven't; maybe some day Idea occurred; no steps taken Info gathered; not serious Actively shopped Already own, lease 14 June

11 Consideration to buy an EV Number of respondents considering purchasing an EV hasn't increased 100% 80% 60% 40% 20% 0% June November December February June All car owning households New Car Buyers All car owning households Consider BEV Haven't; won't Haven't; maybe some day Idea occurred; no steps taken Info gathered; not serious Actively shopped Already own, lease 14 June

12 Summary Knowledge of EV models isn't increasing Awareness of infrastructure isn't increasing Number of people considering buying an EV isn't increasing 14 June

13 Summary Most consumers are stuck at awareness Need to be more proactive to reach these consumers Future work Continue surveying consumers to track trends Work with partners to educate consumers Awareness Knowledge Persuasion Decision Purchase 14 June

14 phev.ucdavis.edu/international-ev-policy-council-policy-briefs/ 14 June

15 Thanks Scott Hardman Plug-in Hybrid & Electric Vehicle Research Center