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Unplugged electric vehicle realities versus consumer expectations

Survey finds that consumers across the globe expect electric vehicles to go farther, on less charge time, for a lower price.

"Electric vehicles (EVs) have been around since the earliest days of the automotive industry. In recent years, however, as the price of oil has 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. It is the consumer, looking for a less-expensive, greener transportation alternative with all the performance qualities of a traditional car, whose interest is the most intriguing and perhaps the most complicated. It is the consumer, after all, who will tell manufacturers how close they are to creating a vehicle that has a chance to achieve mass popularity in the marketplace.

Unplugged electric vehicle realities versus consumer expectations

Deloitte Touche Tohmatsu Limited’s (DTTL) Global Manufacturing Industry group undertook an extensive global study designed to gauge consumer attitudes toward pure EVs. While the broad category of EVs available today include a variety of hybrid vehicles using some form of both electric motor propulsion and internal combustion engines, this study focused exclusively on the pure electric vehicle. In this way, the study serves to anchor the far end of today’s automotive product offerings and create clarity for all those either participating in the study or interested in the findings.The survey, revealed that the majority of consumers are either willing to consider the purchase of an electric vehicle or see themselves as potential first movers when it comes to electric vehicle adoption. However, deeper questioning revealed a significant gap between consumer expectations of electric vehicle capabilities and what an electric vehicle can deliver today.

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