Overcoming Barriers to Deployment of Plug-in Electric Vehicles (2015) / Chapter Skim
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3 Understanding the Customer Purchase and Market Development Process for Plug-in Electric Vehicles
3 Understanding the Customer Purchase and Market Development Process for Plug-in Electric Vehicles
Pages 37-64
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From page 37... ...
In addition, ICE vehicle technology is conlarge for the deployment of PEVs in the nation's transporta tinuously improving; many of these improvements, which tion mix, and understanding consumer perceptions, knowl are being made to meet tighter fuel economy and greenhouse edge, and behavior are key to crafting viable strategies for gas emission standards (EPA/NHTSA 2012) , are described successful commercialization of PEVs.
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From page 38... ...
Indeed, one with conventional ovens. Indeed, calling the microwave an of the main challenges to PEV adoption is how accustomed "oven" was probably an error, as that term confused conpeople are to ICE vehicles.
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From page 39... ...
Indeed, Japan has recognized that Finding: Market penetration rates are a function not only of need and has instituted a major initiative to build an extensive the product being purchased but also of the entire industry charging infrastructure to instill range confidence and ensure ecosystem. Hence, product technologies, downstream infraa safety net for limited-range battery electric vehicle (BEV)
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From page 40... ...
of early market adopters. PEV buyers had a median income paid cash, and did not seriously consider purchasing another of nearly $128,000 to $148,000 whereas ICE-vehicle buy- vehicle, whereas Nissan Leaf buyers are younger with larger ers had a median income of about $83,000 (Strategic Vi- household sizes.
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From page 41... ...
TABLE 3-3 Comparison of All New-Vehicle Buyers to Buyers of Specific Plug-in Electric Vehiclesa Characteristic All New-Vehicle Buyers Tesla Model S Nissan Leaf Chevrolet Volt Toyota Prius Plug-in Gender (M/F) 61/39 82/18 77/23 74/26 66/34 Married or partnered 71 83 87 82 76 Age 50+ 56 68 37 61 39 Household size of 1 or 2 58 56 35 53 46 College grad or more 59 87 86 77 83 Income +$100K 40 88 66 63 62 Caucasian 79 86 70 82 56 Purchased/leased 78/22 95/5 14/86 56/44 68/32 Paid cash 14 36 5 12 2 Received special financial incentives 64 24 76 73 88 Did not seriously consider any other vehicle NA 62 50 42 48 Seriously considered other models NA Chevrolet Chevrolet Toyota Plug-in Chevrolet Volt (1%)
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From page 42... ...
Data in red reflect California PEV purchasers. NOTE: PEV, plug-in electric vehicle.
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From page 43... ...
At the national level, of the roughly 75 million owner-occupied housing units, 3.4 per- Finding: Initial beachheads for PEV deployment are specific cent have no vehicle, 26.7 percent have one vehicle, 43.8 geographic areas, such as California, that have expensive gaspercent have two vehicles, and 26.1 percent have three or oline; key demographics, values, and lifestyles; a regulatory more vehicles (U.S. Census Bureau 2013b)
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From page 44... ...
Later, this chapter discusses misconcep- the lengthy research process will certainly affect the adoptions and gaps in knowledge about PEVs that lead to con- tion and diffusion rates for PEVs. sumer misperceptions of range and vehicle utility, a barrier to PEV deployment.
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From page 45... ...
. As single-person households and ur- car sharing and car-sharing programs use only ICE vehicles, banization increase, charging vehicles at home could become PEV sales could be hurt and fewer miles electrified.
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From page 46... ...
the cost differential of PEVs compared with ICE vehicles. The top five reasons consumers give for their vehicle Battery range is not a question that is asked in typical vepurchase choices generally (not specific to PEVs)
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From page 47... ...
range BEVs, the committee identified several additional barriers to PEV purchases -- most of which are highly inter- Range of Plug-in Electric Vehicles related -- that affect consumer perceptions and their decision process and ultimately (negatively) their purchase decisions.
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From page 48... ...
. Japan has recognized the importance of are likely complex enough to be overwhelming for a typical public visibility and access to charging and has instituted a mainstream consumer and highlight the difficulty that con- major initiative to build an extensive charging infrastructure sumers face in computing fuel costs, particularly compared to instill range confidence and ensure a safety net for limwith those for ICE vehicles.
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From page 49... ...
The charging concerns for the 46 per- provided by Leviton could be removed, so that owncent of new PEV buyers who do not have access to home- ers could easily take the charger with them when they charging because they park on the street or live in a multiunit moved. Ford estimated a cost of around $1,500 for the dwelling will be different, but they loom large nonetheless charging equipment and installation services.
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From page 50... ...
. General Motors appears to have discontinued its offer for an AC level 2 charging system because the As discussed in Chapters 2 and 7, the prices of PEVs Chevrolet Volt can recharge overnight using an AC level are higher than those of comparable ICE vehicles.
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From page 51... ...
-- might seem nonsensical to a current PEV owner, tively affect PEV purchases. but they are questions that consumers have asked and demonstrate the extent of misinformation and the nature of the per- VEHICLE DEALERSHIPS: ceptual barriers that must be overcome before PEV deploy- A POTENTIAL SOURCE OF INFORMATION?
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From page 52... ...
in some situations, 100 percent of PEV sales come from Internet inquiries (UC Davis 2014) .11 The PEV gurus usually Finding: Dealers are generally less motivated to sell PEVs are part of the Internet sales team for the dealer; social me- than to sell ICE vehicles, and a further complication is that dia are used to steer buyers to those individuals.
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From page 53... ...
Regardless of the underlying reasons for what would appear to be a limited effort by any one com This chapter began by describing diffusion models for pany to advertise its PEVs, the lack of promotion creates a new technologies, including PEVs, and then discussed the self-fulfilling prophecy. demographics and behavior of early adopter and mainstream One strategy that might be used to overcome barriers market segments and their implications for adoption and dif- to vehicle manufacturers advertising their PEVs is cooperafusion.
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From page 54... ...
individual stakeholder are insufficient, a collective approach to stimulating awareness and action can be effective. Thus, Internet Resources for Information vehicle manufacturers, suppliers of vehicle components, and on Plug-in Electric Vehicles charging providers, if united by a strong enough common interest and a capable third-party organization to manage the For the motivated and savvy consumer, a plethora of campaign, could find value in banding together in a manner online resources are available to research PEVs (see Table similar to other industries.
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From page 55... ...
prop63=Electric%20Powered&highMpgId=1836&sf1Dir=ASC Vehicle industry blogs http://www.greencarreports.com/ Market trends, including sales and websites http://www.epri.com/Our-Work/Pages/Electric-Transportation.aspx volumes, PEV news, reviews http://www.electrificationcoalition.org/ http://www.plugincars.com/ http://www.howtoelectriccar.com/is-an-electric-car-right-for-me/ https://www.aepohio.com/save/ElectricVehicles/EVRight.aspx http://www.electricdrive.org/ http://www.electriccarbuyer.com/guide/ http://insideevs.com/ http://www.pluginamerica.org/ http://driveelectricweek.org/ http://green.autoblog.com/ http://evsolutions.avinc.com/electric_vehicles/ http://cleantechnica.com/category/clean-transport-2/electric-vehicles/ http://chargedevs.com/ http://www.thecarconnection.com/category/new,electric-car http://www.huffingtonpost.com/news/electric-cars/ http://www.tva.com/environment/technology/electric_transportation.htm https://www.alamedamp.com/types-of-electric-vehicles http://transportevolved.com/ Nonprofit organizations http://www.nrdc.org/energy/vehicles/green-car-tech.asp Environmental impacts of PEVs, http://www.edf.org/transportation/fuel-economy-standards incentives, policy, dispelling myths http://content.sierraclub.org/evguide/ Charging-infrastructure http://www.plugshare.com/ Maps and search tools to find locators http://www.afdc.energy.gov/fuels/electricity_infrastructure.html charging infrastructure, availability of chargers, subscription plans http://www.nrgevgo.com/ http://www.chargepoint.com/ www.juicebarev.com Cost of ownership http://www.afdc.energy.gov/calc/ Calculators for cost of ownership calculators http://energy.gov/maps/egallon of PEVs based on local and individual variables http://www.electrificationcoalition.org/sites/default/files/EC_State_of_PEV_Market_Final_1.pdf Federal government http://avt.inel.gov/ Incentive information, regulation resources http://avt.inel.gov/hev.shtml information, data on PEVs, government research, and www.fueleconomy.gov deployment initiatives http://energy.gov/maps/egallon http://www.evroadmap.us/ http://www.afdc.energy.gov/vehicles/electric.html http://www1.eere.energy.gov/cleancities/ http://energy.gov/eere/vehicles/vehicle-technologies-office-hybrid-and-vehicle-systems http://energy.gov/eere/vehicles/vehicle-technologies-office-information-resources http://energy.gov/eere/vehicles/vehicle-technologies-office-ev-everywhere-grand-challenge http://www.epa.gov/greenvehicles State government https://energycenter.org/ State-specific incentives and resources http://www.westcoastgreenhighway.com/electrichighway.htm policies, consumer guides, resources for advocates, state, http://www.in.gov/oed/2675.htm local and regional charger maps http://www.plugandgonow.com/
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From page 56... ...
However, ICE-vehicle buy- nity to become familiar with vehicle range and charging, is a ers have enough experience to make an informed decision about those topics to alleviate concern. Potential PEV buyers, on the other critical aspect of the consumer decision-making process for hand, will likely lack information on those topics and will have to PEVs.
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From page 57... ...
The companies will also coalitions that received funding for PEV readiness. need charging stations and creative strategies for managing Although the coalitions act locally, one of the most usethe operation of the fleets.19 ful and comprehensive resources for PEV owners and policy A successful car-sharing program that uses PEVs has makers from the Clean Cities program is the DOE Vehicle been implemented in Madrid, where Respiro Car Sharing, Technology Office Alternative Fuels Data Center website Nissan Leaf, and NH Hotels have collaborated to develop in Table 3-7.
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From page 58... ...
Aside from DOE's research cent. Fleet managers are looking to alternative-fuel vehicles, funding, the Clean Cities coalitions that are working on PEV including PEVs, to meet societal responsibilities to lower deployment represent DOE's most prominent efforts in PEV greenhouse gas emissions, to lower fuel and operating costs, deployment.
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From page 59... ...
green their fleets. For business fleets, issues related to limited choice of models, charging infrastructure, and higher initial Government Fleets prices compared with ICE vehicles pose barriers to adoption by fleets.
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From page 60... ...
market for suitability of PEVs in fleets. plug-in hybrid electric vehicles: Anticipating consumer The committee notes that although the total number of recharge potential and design priorities.
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From page 61... ...
tion of plug-in hybrid electric vehicles. Energy Policy DOE.
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From page 62... ...
2013a. "Consumer Reports Says Leasing is the Home Charger For $490." http://gmauthority.com/blog/ Right Financial Choice for Today's Electric Vehicles." 2010/10/chevrolet-annouces-voltec-240v-home-char- InsideEVs, June 28.
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From page 63... ...
2014. "Plug-in Hybrid and Electric Vehicle ReRai, V., and V
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From page 64... ...
2013. "What Is the Future of Electric Vehicles in en/ACS/13_5YR/S2504/0100000US.
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