Consumers’ expectations exceed electric vehicles on offer
Electric vehicle realities versus consumer expectations
Consumers’ expectations of electric vehicles are much higher than anything car manufacturers can deliver today. Range, charge time and purchase price of the available options appeal to no more than 2 to 4 percent of the population in any country.
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Why are consumer expectations regarding electric vehicles out-of-line with the proposition on offer?
- EV adoption has always been and will be dependent on government energy policies for some time.
- Fuel efficiency standards can cut both ways.
- The globalized consumer rather rigidly sticks to his well-established car preferences.
In early 2011, we conducted a global survey to explore consumer adoption of electric vehicles (EVs). The online survey captures the views of more than 13,000 consumers across the Americas, Asia and Europe in 17 countries. It examines, among other things, how likely consumers would be to consider buying or leasing an electric vehicle when they buy or lease their next vehicle. This report looks closely at the survey results, with special attention to geographical differences and similarities in consumers' responses.
Consumers’ expectations of electric vehicles
We conclude that consumers across the globe expect electric vehicles (EVs) to be able to go farther, on less charge time, for a lower price than automakers are currently able to offer. For more than 85 percent of the consumers surveyed, range, convenience to charge, and cost to charge were all extremely important or very important considerations for buying or leasing an EV according to the report. As important as the electric vehicle technology and pricing is in consumer adoption considerations, we believe there are three other items – government policies, electric utility infrastructure, and alternatives, which will also have a very strong influence on consumers’ purchase decisions.
Interest in EVs intensified
Electric vehicles (EVs) have been around since the earliest days of the automotive industry. As oil prices have risen steadily and concerns about the environment have increased, interest in EVs has intensiﬁed. This interest is coming from a number of sources, including government and industry. Policymakers, automotive executives, and electric utility industry executives are each, in their own way, trying to understand when and where consumers are most likely to adopt EVs and exactly how many may be on the road next year, ﬁve years from now, or 10 years or longer from now. As they work together, and apart, in this complicated dance toward the next generation of personal mobility, with profound implications for all parties, it still comes down to the consumer.