01592903

Component

The entry of various plug-in electric vehicles (PEVs) into the passenger vehicle sector provides novel opportunities to learn about the potential future PEV markets. However, early PEV buyers (or “Pioneers”) can substantially differ from buyers of conventional gasoline vehicles that have interest in purchasing PEVs in the future (or the potential “Early Mainstream” buyers). To directly compare Pioneers and Early Mainstream buyers in terms of characteristics, preferences and motivations, the authors draw data from the Canadian Plug-in Electric Vehicle Study, which implemented a three-part mixed-mode survey with samples of PEV owners (n = 94) and conventional new vehicle buying households (n = 1754). The authors identify several statistically significant differences in household characteristics, including income, education, and recharge access. In terms of preferences, Pioneers express extremely high valuation of PEVs and prefer pure battery electric vehicle (BEV) designs over plug-in hybrid electric (PHEV) designs. In contrast, Early Mainstream respondents greatly prefer PHEVs. Both Pioneer and Early Mainstream respondents are similarly cautious about controlled charging programs, but Pioneers place five times as much value on using electricity generated from renewable sources. Pioneers also tend to have different motivations, being significantly more likely to have higher levels of environmental concern, and to engage in environment- and technology-oriented lifestyles. Policymakers, automakers, and electric utilities that anticipate a transition to electric mobility ought to consider how future PEV buyers may significantly differ in their technology preferences, usage and motivations relative to current PEV owners.

This paper was sponsored by TRB committee ADC80 Standing Committee on Alternative Transportation Fuels and Technologies. Alternate title: How Future Plug-in Electric Vehicle Buyers Differ from Currrent Owners

01584066

16-5702

English

17p

2016

Transportation Research Board 95th Annual Meeting

Digital/other

Figures; References; Tables

Automobile ownership; Consumer behavior; Forecasting; Markets; Plug-in hybrid vehicles; Renewable energy sources

Energy; Highways; Vehicles and Equipment

Transportation Research Board Annual Meeting 2016 Paper #16-5702

PRP, TRIS, TRB, ATRI

Jan 12 2016 6:30PM