Electric Vehicle Survey Presents 7 Key Findings

SEP 30 2013 BY STAFF 10

An article originally appearing on Fool.com on pulled out 7 key points  from a global survey of prospective electric vehicles buyers conducted by Deloitte Touche Tohmatsu Ltd.’s Global Manufacturing Industry group.

We've No Clue What the Question Was

We’ve No Clue What the Question Was

The survey was intensive, with 13,000 participants across 17 countries and 5 continents.  The surveyed countries included Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, India, Italy, Japan, Korea, Spain, Taiwan, Turkey, the UK and the US.

For the full article, we suggest you follow this link to the original Fool.com post, but if you’d rather just see the 7 key points, then those are found below:

 1. Few Willing First Adopters in More Developed Nations

2. Large Gap between Expected Driving Range and Reality

3. There is Little Patience for Long Charging Times

4. Bad News for Automakers — Most Customers Won’t Pay More for an Electric Car

5. Most Won’t Pay over $30,000 for an Electric Car.  Is There Hope for Toyota & Tesla?

6. Even High Gas Prices Didn’t Persuade the Majority to Buy

7. Not Surprisingly, Availability of More Efficient Gasoline-Powered Cars Reduced Interest in Electrics

Of note, the survey was conducted in 2010 and 2011.  For some reason, the findings seem to just be getting out now. 

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10 Comments on "Electric Vehicle Survey Presents 7 Key Findings"

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I chalk most of this up to lack of education. For example, the driving range issue would largely be mitigated by people actually knowing how far a mile is and knowing how far they actually drive to regular places they visit. Most people overestimate by double or more.

The price issue is due to people not understanding total cost of ownership and also not understanding the incentives available.

The long charging times issue is due to people being under the mistaken impression that they will need to drive to a charging station and sit there for hours waiting on their car to charge, rather than charging it at home in their garage overnight.

And I’d also add a few other misconceptions not mentioned in the top 7 list. For example, people thinking EVs are slow, that they are like golf-carts, etc. But also a total lack of understanding that you can buy a PHEV and have some of the best of both worlds. Lots of people seem to think it has to be all gas or all electric.

And how many of them have driven a plug-in car?

I believe a study was done where:
1) they asked people questions
2) they had them drive an electric car
3) they asked people the questions again.

Surprise, surprise, there was a dramatic increase in interest. This is the classic consideration problem: you have to get people to consider the car, before you can get them to test it.

The first sentence in the linked article said the survey was conducted in 2010-2011.

At that point I stopped reading 🙂

Sounds like a “push poll”, I didn’t see the questions they asked listed anywhere.

4. Bad News for Automakers — Most Customers Won’t Pay More for an Electric Car

If you asked people “would you buy an electric car if your total cost of ownership is less than a gas car?” You would get a different answer.

Honestly, I hear and see pundits in the media saying electric cars are not practical right now, every day (the wall st. journal seems to have a vendetta going). Yet here I am in San Jose, with these “impractical” cars driving next to my impractical car every day.

Funny how people, especially businesses, are willing to buy laser-printers. They cost more up front than an inkjet. But everyone knows the TOC is much lower for lasers.

Yeah, it is so “impractical” to be able to fuel your car with electricity collected from your roof-top PV system. It is so much more “practical” to be completely dependent on a massively long supply-chain that extends into the most volatile regions of the planet.

> Is there hope for Toyota and Tesla?

Although it is sometimes amusing to look back on 2 year old survey results, it is rarely enlightening.

This is a poll in US congress

It would be interesting to see the same poll done today. I suspect the Leaf, Volt, and the Tesla Model S have changed opinions.

Conclusion seems almost like : Hey guys lets kill the electric car again.

On the other hand lets be real. How many of your friends understands what real advantages are of an EV?
– In other words: What do I miss when I dont know it?
– How can I really make an judgement if I seldom hear objective comparisons?
– But foremost: How can I experience EV driving easily and make my own judhement
– Where are easy available tools that calculate in 1 minute my yearly savings
– And please make one loading standard.

Car makers like Tesla, Renault-Nissan and BMW do great work with products but locally really NO marketing incentives are done and people have no clue what it brings and probably more complexity in there lifes.