PREVIEW ELECTRIC CAR DRIVERS: DEMANDS, DESIRES & DREAMS. Over 2,000 EV drivers in 28 countries told us what they want in future EVs & EV charging

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1 ELECTRIC CAR DRIVERS: DEMANDS, DESIRES & DREAMS Over 2,000 EV drivers in 28 countries told us what they want in future EVs & EV charging PREVIEW 1

2 CleanTechnica CleanTechnica is the #1 cleantech news & analysis site in the US and the world. Our work has been referenced by the New York Times, Washington Post, Slate, MSNBC, Think Progress, Reuters, Scientific American, and many other media outlets. Some of the cleantech industry s top CEOs, directors, founders, and board members read us regularly. Additionally, tens of thousands of daily readers are enthusiastically addicted to our site and reports. cleantechnica.com The Beam The Beam is a tri-annual printed publication covering the energy transition and the race to a zero-carbon economy. It features interviews with global cleantech leaders, insightful op-eds, and beautiful imagery. the-beam.com Tesla Shuttle Tesla Shuttle is a city-to-city electric shuttle startup in Europe and North America. It offers transport that is more convenient, more comfortable, cheaper, and quicker than flying, taking the train, or driving oneself along certain routes. tesla-shuttle.eu 2

3 One of the things I love about your writing is that you really care about getting the details right, and you really understand things well, which is awesome. Elon Musk Talking to CleanTechnica Director and report author Zach Shahan on a Tesla conference call 3

4 Table of contents 5. Executive Summary Electric Car Drivers: Desires, Demands, & Dreams My Current Electric Car & My Next Electric Car What Classes, Range, & Features Are In High Demand? Top Electric Car Benefits & Top Misconceptions EV Charging Usage Patterns, Convenience, Accessibility & Reliability Electric Car Ownership s Connection To Rooftop Solar & Energy Conservation Top EV Incentives, According 8. Conclusions: EV Driver To Electric Car Drivers Desires, Demands, & Dreams 4

5 1. Electric Car Drivers: Desires, Demands & Dreams 11

6 EV Driver Desires, Demands, & Dreams explores the preferences of current electric car drivers in North America and Europe regarding electric car models, classes, special features, range, battery options, and more. It also takes a deep dive into key consumer benefits of electric cars and respondents views on the best ways to promote electric car adoption. The report briefly peers into the profiles of initial electric car drivers and potential drivers. It explores demographics of these early adopters (income, number of children, gender, etc.) as well as more niche topics like respondents use of solar power and energy efficiency measures. The report segments responses according to geography (North America versus Europe) and also segments them based on the type of electric vehicle they drive. Given vast differences in range and charging capability, responses are aggregated separately for drivers of non- Tesla fully electric cars, Teslas, and plug-in hybrid electric cars. Respondents with more than one electric vehicle (EV) were encouraged to respond for each type of EV model separately. the market since there are large differences between the cars, and our findings confirm the value of such an approach. Responses were collected on the web via online surveys that were shared on CleanTechnica.com. In total, 2,089 unique surveys were collected from EV drivers and 1,185 unique surveys were collected from potential EV drivers. It s worth noting that there is likely to be selfselection bias inherent in the findings, due to the fact that respondents were not selected by random sample but found, voluntarily chose to open, and were interested enough in the topic to take the time to complete the surveys. That said, the respondent breakdown by EV model was similar to the market as a whole, Previous to our first report of this type, we had never seen EV drivers broken into all of these different segments for such a broad and deep study. Since we started publishing such reports, we have still not found others doing so. We find segmentations like this to be important to understanding 12

7 indicating that the people who responded were fairly reflective of the broader population of initial electric car buyers and lessees. Additionally, several of the findings do match up closely with findings from other EV studies and publications, implying that the responses can be generalized to some extent. Furthermore, core to this study was a focus on better understanding the preferences, insights, and user profiles of the most informed and experienced early EV adopters since it s expected that these are the consumers most likely to guide EV development plans, priorities, and policies in the coming years. In total, we believe this report offers unique insight into the desires, demands, profiles, and collective experiences of different types of electric vehicle drivers. In this extremely fast-growing EV market, we hope that you will find the nuance and context as well as more generic findings of this study interesting and useful to your work and life. 13

8 New to this year s edition of the report, we also surveyed non-ev drivers. We were very curious how their responses regarding their future electric car (or cars) compared to responses from EV drivers. Note that these respondents were able to choose more than one model, which presumably led some of them to include multiple top options for a single purchase while also allowing some respondents who did intend to buy more than one EV the ability to select all of their expected purchases. In Europe, a whopping 59% of respondents expected to buy a Tesla Model 3, an impressive 40% expected to buy the Nissan LEAF (presumably boosted by a longer range version of the car expected next year), 22% expected to buy the Hyundai Ioniq EV, 21% expected to buy a Renault Zoe (currently Europe s top selling electric car), 15% expected to buy Tesla Model S, 15% expected to buy a VW e-golf, 12% expected to buy the Hyundai Kona EV (not yet on the market), 11% expected to buy the BMW i3, 11% expected to buy the Opel Ampera-e, and 10% expected to buy a Tesla Model Y (a car that hasn t even been shown yet). In North America, the results were similar, but with some notable differences due to vehicle availability. The top models were the Tesla Model 3 (58%), Chevy Bolt (34%), Nissan LEAF (32%), Chevy Volt (18%), Tesla Model S (15%), and again Tesla Model Y (14%). That s right, not as many models rose above the 10% marker, but that s in good part because of how diversified responses were for this segment. 23

9 Which model electric vehicle(s) are you most likely to buy/lease? NON EV DRIVERS NORTH AMERICAN EUROPEAN 58% 32% 34% 15% 4% 14% 9% 1% 18% 7% Tesla Model 3 Nissan LEAF Chevy Bolt Tesla Model S Hyundai Ioniq EV Tesla Model Y VW e-golf Renault Zoe Chevy Volt BMW i3 59% 40% 6% 15% 22% 10% 15% 21% 3% 11% 4% 8% 8% 0% 19% Hyundai Kona EV Tesla Model X Toyota Prius Prime /PHEV Opel Ampera-E Other 11% 7% 3% 11% 16% In terms of when they expected to "go electric," 60% of European respondents expected to do so within the next 3 years while 57% of North American respondents expected to do so in the next 3 years. 24

10 When do you think you will buy/lease (or be gifted) a fully electric (100% electric) vehicle? NON EV DRIVERS NORTH AMERICAN EUROPEAN 26% 17% 13% 8% 17% 14% 3% Within 1 year Within 2 years Within 3 years Within 4 years Within 5 years Within 6 10 years >10 years 21% 24% 14% 12% 10% 17% 9% 2% Never 2% 25

11 When do you think you will buy or lease (or get gifted) a plug-in hybrid electric vehicle? NON EV DRIVERS NORTH AMERICAN EUROPEAN 7% 10% 8% 3% 8% 7% 1% Within 1 year Within 2 years Within 3 years Within 4 years Within 5 years Within 6 10 years >10 years 4% 5% 7% 4% 3% 1% 1% 56% Never 75% Compare these results 26 to last year s report: Electric Car Drivers Want Electric SUVs/CUVs, Midsized Cars, Much More Model Variation (CleanTechnica Report)

12 3. What Classes, Range & Features Are In High Demand? 27

13 The Car Classes In High Demand One of the challenges of the current EV market is extreme lack of choice. There are only a few widely available models, and even if you look in the most popular markets (like California), EV models only account for a small percentage of all the potential vehicle classes. How can we expect electric car sales if electric car models in popular segments are nothing but concepts? After polling drivers about which vehicle sizes and forms they were most interested in buying, we found that the most desired classes were intermediate-sized cars and SUVs/crossovers two classes that happen to be poorly represented by current offerings. Overall, however, this was one of the topics where responses varied a great amount from one group to the next. That said, there was generally broad vehicle demand across the population. Naturally, pickup trucks were more popular in the United States. For some reason, full size cars were in low demand in North America, but that is presumably because people who want large vehicles now heavily lean towards SUVs. 28

14 Which car class are you most interested in for a future EV? EV DRIVERS NON TESLA EV DRIVERS NORTH AMERICAN EUROPEAN SUV/crossover Intermediate-sized car 34% 31% Intermediate-sized car 22% 23% Full-size car Compact car 21% 10% 18% 21% Compact car Pickup truck SUV/crossover Full-size car Sports car Subcompact car Scooter or Motorcycle 6% 3% 4% 2% 2% 1% 1% 0% Sports car Subcompact car Pickup truck Scooter or Motorcycle PHEV DRIVERS SUV/crossover SUV/crossover 38% 45% Intermediate-sized car 27% 30% Intermediate-sized car Compact car 16% 8% 10% 10% Compact car Pickup truck Full-size car Full-size car Sports car Subcompact car Scooter or Motorcycle 7% 5% 3% 0% 1% 0% 1% 0% 29 Pickup truck Sports car Subcompact car Scooter or Motorcycle

15 TESLA DRIVERS SUV/crossover 40% 33% Full-size car Intermediate-sized car 18% 22% Intermediate-sized car Pickup truck 13% 12% 11% 19% SUV/crossover Full-size car Compact car Sports car Compact car Subcompact car Scooter or Motorcycle 11% 6% 1% 0% 11% 2% 2% 0% Sports car Subcompact car Pickup truck Scooter or Motorcycle NON EV DRIVERS SUV/crossover Subcompact car 31% 27% Intermediate-sized car 28% 23% Compact car Compact car 15% 10% 20% 21% Intermediate-sized car Full-size car Full-size car Pickup truck Sports car Subcompact car Scooter or Motorcycle 8% 4% 5% 3% 3% 1% 1% 1% SUV/crossover Pickup truck Sports car Scooter or Motorcycle Compare these results to last year s report: 30 Electric Car Drivers Want Electric SUVs/CUVs, Midsized Cars, Much More Model Variation (CleanTechnica Report)

16 Range Requirements As usual, people want more range than less. 57% of non-ev drivers in Europe indicated that they needed 220 miles (350 km) of range, 250 miles (400 km) of range, or more in an electric car. Adding in another 17% at the 190 mile (300 km) level and you ve accumulated 74% of respondents. In the US, 69% of non-ev drivers surveyed were in the 220 mile, 250 mile, or 280+ mile pool. Another 11% at the 190 mile level brought the total portion of respondents to 80%, or 4 out of 5. That s a lot of demand for long range. For current EV drivers, the question was modified a bit, asking them how many miles of range they expected their next/first fully electric car to have. This is an important difference because it didn t investigate the respondents actual minimum level of acceptance rather, if they knew what car they would get and it happened to have long range (like the Tesla Model 3), that explains the high range result. Of course, one reason so many EV drivers are getting the Model 3 or other long-range electric cars is because they need or strongly desire the long range. The numbers dropped further among non-tesla pure-ev drivers. The percentages were still high relative to other options, but they were 43% and 19% in North America and only 24% and 21% in Europe. Actually, in Europe, miles ( km) was the most popular selection. 25% selected that choice. Nonetheless, no matter the group, respondents expected more range in their next/first fully electric cars than they expected in years past. They are moving with the market and improvements in technology. Existing Tesla drivers by far expected the most range from their next EV (which was surely another Tesla in the vast majority of cases). In North America, 86% of them chose the option >250 miles, and in Europe the figure was 72%. Further down the totem, 51% of North American PHEV drivers chose >250 miles and another 22% chose miles. European driver figures were 42% and 14%, respectively. 31

17 How much range do you expect your next fully electric car (not PHEV) to have? EV DRIVERS NON TESLA EV DRIVERS NORTH AMERICAN EUROPEAN > 250 miles (>402 kilometers) miles ( kilometers) 43% 25% 24% >250 miles (>402 kilometers) miles ( kilometers) miles ( kilometers) 20% 21% 19% 15% miles ( kilometers) 7% miles ( kilometers) miles ( kilometers) miles ( kilometers) 6% 10% miles ( kilometers) miles ( kilometers) 3% 3% miles ( kilometers) <100 miles (160 kilometers) 1% 1% <100 miles (160 kilometers) N/A 0% 1% N/A PHEV DRIVERS > 250 miles (>402 kilometers) >250 miles (>402 kilometers) 43% 51% 43% miles ( kilometers) 22% 12% 14% 29% miles ( kilometers) miles ( kilometers) miles ( kilometers) miles ( kilometers) miles ( kilometers) <100 miles (160 kilometers) miles ( kilometers) N/A 3% 3% 3% 3% 3% 10% 5% 0% 0% 0% miles ( kilometers) miles ( kilometers) <100 miles (160 kilometers) miles ( kilometers) N/A 32

18 TESLA DRIVERS > 250 miles (>402 kilometers) >250 miles (>402 kilometers) 25% 86% 72% 24% 9% 15% miles ( kilometers) miles ( kilometers) miles ( kilometers) 3% 9% miles ( kilometers) miles ( kilometers) 1% 4% miles ( kilometers) miles ( kilometers) 1% 0% <100 miles (160 kilometers) N/A miles ( kilometers) 1% 0% 0% 0% miles ( kilometers) miles ( kilometers) <100 miles (160 kilometers) 0% 0% N/A NON EV DRIVERS 220 miles (354 km) 220 miles (354 km) 30% 23% 280+ miles (451+ km) 250 miles (402 km) 23% 16% 11% 21% 17% 12% 250 miles (402 km) 190 miles (306 km) 280+ miles (451+ km) 190 miles (306 km) 160 miles (257 km) 130 miles (209 km) 100 miles (161 km) 70 miles (113 km) 9% 6% 4% 2% 11% 10% 4% 2% 160 miles (257 km) 130 miles (209 km) 100 miles (161 km) 70 miles (113 km) Compare these results to last year s report: 33 Electric Car Range Requirements From Current EV Drivers (CleanTechnica Report)

19 The Features People Want Aside from car class and range, what are people looking for in an electric car? cruise control, ability to preheat and pre-cool the car, and over-the-air software updates (which are only really available in Tesla vehicles today). Among non-ev drivers, there s high demand for fast charging, superfast charging, autonomous The probability of having an accident is 50 percent lower if you have Autopilot on, even with our first version, it s almost twice as good as a person. Elon Musk 34

20 4. Top Electric Car Benefits & Top Misconceptions 48

21 What are your 3 favorite things about driving electric? EV DRIVERS NON TESLA EV DRIVERS NORTH AMERICAN Low maintenance Environmental benefit The smooth & quiet drive Financial savings Convenience of EV charging (not having to go to the gas station) The fun and/or convenience of instant torque I love new tech Energy/national security benefit Other 57% 56% 44% 40% 38% 37% 15% 13% 4% EUROPEAN 74% Environmental benefit 71% The smooth & quiet drive 35% 34% 27% 27% 21% 15% 2% The fun and/or convenience of instant torque Financial savings Convenience of EV charging (not having to go to the gas station) Low maintenance I love new tech Energy/national security benefit Other 53

22 PHEV DRIVERS NORTH AMERICAN Environmental benefit The smooth & quiet drive Low maintenance Convenience of EV charging (not having to go to the gas station) Financial savings The fun and/or convenience of instant torque I love new tech Energy/national security benefit Other 56% 52% 42% 40% 39% 29% 22% 16% 3% EUROPEAN 81% Environmental benefit 62% The smooth & quiet drive 57% 29% 29% 29% 19% 14% 5% The fun and/or convenience of instant torque I love new tech Low maintenance Financial savings Convenience of EV charging (not having to go to the gas station) Energy/national security benefit Other 54

23 TESLA DRIVERS NORTH AMERICAN The fun and/or convenience of instant torque Environmental benefit Convenience of EV charging (not having to go to the gas station) The smooth & quiet drive Low maintenance I love new tech Financial savings Energy/national security benefit Other 59% 54% 50% 44% 38% 30% 15% 14% 5% EUROPEAN 65% The smooth & quiet drive 61% The fun and/or convenience of instant torque 59% 43% 39% 24% 24% 11% 2% Environmental benefit I love new tech Convenience of EV charging (not having to go to the gas station) Low maintenance Financial savings Energy/national security benefit Other Compare these results to last year s report: 55 Why Electric Car Early Adopters Went Electric, + Best Things About Driving Electric

24 Top Electric Car Misconceptions With all of those benefits, what is preventing more buyers from jumping into an electric car and driving one home? Often, it s misconceptions. We asked EV drivers to share the top misconceptions people have about their electric cars in order to better understand what is blocking faster adoption. The clear winner on this matter concerning charging time. In five out of the six groups, They take too long to charge was the #1 misconception, according to our EV driving respondents. Of course, electric cars are much cleaner and more environmentally beneficial than their gasoline and diesel-powered ancestors They re too expensive and They re not clean/environmentally beneficial were the other top choices. These misconceptions will probably persist for several years, but they should gradually decrease in relevance as awareness rises and also as charging, range, and cost improve. Of course, electric cars are much cleaner and more environmentally beneficial than their gasoline- and diesel-powered ancestors, but misinformation on this topic is widespread, and likely driven by specific anti-ev campaigns. It s unclear how understanding around this matter will evolve over time, but it s unlikely to matter too much for adoption since there are other benefits that will pull in more mainstream buyers and the buyers who really do make purchases based on environmental friendliness are generally more informed about the environmental benefits of electric cars. 56

25 What s the #1 misconception/complaint about EVs you hear from non-ev drivers? EV DRIVERS NON TESLA EV DRIVERS NORTH AMERICAN EUROPEAN They take too long to charge They take too long to charge 34% 34% They re too expensive 21% 21% They re not clean /environmentally beneficial Other 20% 19% They re too expensive They re not clean/environmentally beneficial They re slow They aren t available They still use gas 13% 18% 8% 5% 2% 2% 1% 0% Other They re slow They aren t available They still use gas PHEV DRIVERS They re too expensive They take too long to charge 30% 33% They take too long to charge 29% 24% They re not clean /environmentally beneficial Other 15% 14% They re too expensive They re not clean/environmentally beneficial They re slow They aren t available They still use gas 12% 14% 10% 14% 3% 0% 0% 0% They aren t available Other They re slow They still use gas 57

26 TESLA DRIVERS They take too long to charge They take too long to charge 45% 31% They re too expensive They re not clean /environmentally beneficial 27% 13% 24% 31% They re not clean /environmentally beneficial They re too expensive Other They re slow They aren t available They still use gas 8% 6% 3% 4% 2% 2% 2% 2% Other They aren t available They re slow They still use gas Compare these results 58 to last year s report: Top Misconceptions of Non-EV Drivers (CleanTechnica EV Report)

27 6. Electric Car Ownership s Connection To Rooftop Solar & Energy Conservation 87

28 Another energy topic we explore year after year is whether or not EV drivers have been conserving energy more due to their experience with an electric car, which often makes people think about energy usage much more than before. This year, 24 35% of respondents indicated that driving an electric car made them conserve energy in their homes more than they did so before they had an EV. A large chunk of respondents thought that they may have been influenced in this way, but they weren't sure

29 Does owning/leasing an EV make you conserve energy in your home more than you did before you had an EV? NON TESLA EV DRIVERS NORTH AMERICAN EUROPEAN 24% Yes 28% Yes 17% Maybe 23% Maybe 59% No 49% No 92

30 PHEV DRIVERS NORTH AMERICAN EUROPEAN 27% Yes 24% Yes 15% Maybe 48% Maybe 58% No 28% No 93

31 TESLA DRIVERS NORTH AMERICAN EUROPEAN 29% Yes 35% Yes 16% Maybe 28% Maybe 55% No 37% No 94

32 Many more drivers were encouraged to drive more efficiently thanks to their EVs. The group seemingly least influenced in this way was Tesla drivers in North America, with only 47% of them reporting that they had been persuaded to drive more efficiently. Part of this lower response may be due to the high performance of Tesla vehicles and the drivers resulting desire to drive fast in them. The group most inspired to drive more efficiently, perhaps surprisingly, was PHEV drivers in Europe, at 76%, followed by PHEV drivers in North America, at 74%. Presumably, the high results in the PHEV groups were a result of the cars smaller batteries and the drivers desire to drive on electricity as much as possible. 95

33 Does owning/leasing an EV make you drive more efficiently (not counting the efficiency boost you get simply from driving electric)? NON-TESLA EV DRIVERS NORTH AMERICAN EUROPEAN 64% Yes 71% Yes 11% Maybe 21% Maybe 25% No 8% No 96

34 PHEV DRIVERS NORTH AMERICAN EUROPEAN 74% Yes 76% Yes 17% Maybe 14% Maybe 9% No 10% No 97

35 TESLA DRIVERS NORTH AMERICAN EUROPEAN 47% Yes 64% Yes 41% Maybe 25% Maybe 12% No 11% No 98

36 Overall, when you consider how much electric car ownership seems to lead to greater energy conservation at home and when driving, the environmental and health benefits of electric vehicle adoption rise even higher than typically presumed. There s an amplifying effect instead of a rebound effect (aka Jevons paradox). As far as we ve seen, this has never been quantified, and even these brief survey results are the extent of the data we ve seen collected on this topic. Compare these results to last year's report: "28 40% of EV Drivers Have Solar Panels (CleanTechnica Electric Car Driver Report)" 99 and "What s The Effect of Driving Electric on Broader Energy Conservation? (CleanTechnica Electric Car Driver Report)."

37 Thank you! Thank you for your interest in our enormous 2018 EV driver and potential driver report. If you d like to dive even deeper into the EV industry or other cleantech matters, take a look at our other reports and let us know if you d like one The EV Safety Advantage 2018 Blockchain An Innovation Enabler for Clean Technology 2018 The State of Public & Private Electric Vehicle Charging Infrastructure, and the Landscape Looking Forward 2018 Electric Vehicle Charging Infrastructure: Guidelines For Cities 2017 Electric Car Drivers: Desires, Demands & Who They Are 2016 Electric Cars: What Early Adopters And First Followers Want 107

38 ELECTRIC CAR DRIVERS: Demands, Desires & Dreams design by GRINSPIRE.co 108