Automotive Research Expert Examines How To Market Electric Cars – Videos


“How to Market Electric Cars in the U.S.”

“To help the automotive industry better market electric cars, Maritz Research’s automotive expert Chris Travell digs into the data.”

States the video description.

He digs deep into the data, that’s for sure.

There’s so much data presented in this set of electric car videos that it’ll take some time to digest.

Here are some questions Travell attempts to answer:

  • Who’s buying electric vehicles in the United States (& in Canada) and what’s driving their decisions?
  • How do you market electric cars to Americans & Canadians?

All this data comes via Maritz Research’s New Vehicle Customer Study (NVCS), the largest automotive study in the U.S., surveying more than 200,000 people annually.



*Bonus – Additional Ride Blog videos on electric cars below, including Canada-specific videos:

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9 Comments on "Automotive Research Expert Examines How To Market Electric Cars – Videos"

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I think it’s a range issue, at least more than a charging issue.

Sure, an electric car will do most people’s daily commute, but just barely. However, people don’t want a car that just barely fit their needs, they want a healthy margin.

I don’t think the huge uptake of electric cars comes until we have 200+ mile cars in the “normal” price bracket.

With a 200 mile car, if you want to go on a 500 mile road trip you start with a full charge and then have to recharge twice on the way. This is quite acceptable. With today’s 80 mile realistic range cars you might have to charge 8-10 times on the same trip. That gets old pretty quickly.

120 to 200 miles should be a decent increase for now. That would allow medium range trips and commutes + extra for another trip.

200+ mile range makes the cars really expensive and thus a niche market. That might be possible if there is a big cost reduction in batteries.

I agree the 120 – 200 mile range BEVs for less than $40k, would increase their market significantly.

Drivers with longer commutes can more easily justify the premium for the electric drivetrain, but they need to have the range cushion.

Volt 1.0 missed this “super-commuter” group slightly by having the higher price tag (over say a Prius) and not enough AER to make the payback numbers work. The superior driving experience doesn’t equate to value with all drivers. Volt 2.0 might make flip the equation, only a month left to find out the details.

“How to Market Electric Cars in the U.S.”

+1 to you commenters. I was going to say the same thing.

The best way to market electric cars is to double the range, without significantly increasing the cost.

I’ll bet Nissan could easily double, triple or even quadruple monthly sales with a 150 mile LEAF at a $5k premium.

The future of electric vehicles is bright. The numbers indicating a drop in those who will consider an electric vehicle currently, as opposed to those who would so consider one 5 years ago are misleading. For instance if you had bought an electric vehicle in the last 5 years you would probably not be considering buying one now. Also a number of those people who did buy one in that period of time should be considered early adopters, a relatively small group.
The bottom line is that as availability, charging infrastructure, improvements in battery technology, and simply word of mouth, roll on, increased uptake in purchases of electrified vehicles will occur.
It is most important to note that owners of electric vehicles are incredibly loyal to that form of motivation. That’s the theme behind Bmw’s “Born Electric” campaign. So in essence you convert to ev’s.
The pronounced effect of this condition should not be minimized. I liken it more to Intelligent Design, (not ‘The Wedge’ kind),
the kind where designs are made intelligently and succeed because they are better than what is currently in use.

In addition, 5 years ago an “electric vehicle” == Prius (and gas prices had just recently spiked). The general public had no idea about vehicles with plugs.

When I first started driving the LEAF, I had people not believe that it only ran on a battery and charged in my garage. One quote was “cars like that don’t exist”.

I think the whole presentation is quite suspect. We have no idea where the survey numbers are coming from. For example, the consideration of electric vehicles dropped after 2009 but then stayed more or less flat. This raises the question of whether there really has been a change or whether the first survey number was an outlier, which would be my guess.

Doesn’t make for a good story but it’s probably the reality.

I was stunned to learn that the average age of auto buyer is 53.9!!!

Ok, I understand that most people start with a used car which will skew the numbers, but this is still a stunningly high average!

So for every 34 year old buying a new car, there is a 74 year old doing the same to get the average right.

He made a lousy choice to use “average” instead of “median”. I’m not sure why he did that. But realistically, it is probably more like for every 34 year old that buys a new car, there are 10 buyers in their late 50’s. There are just that many more older buyers.