Better Place Consumer Research Highlights - Australia

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Findings from consumer research sponsored by Better Place demonstrating strong consumer interest in electric vehicles

Findings from consumer research sponsored by Better Place demonstrating strong consumer interest in electric vehicles

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  • 1. Electric vehicles: Assessing Australian consumer demand Highlights of results from multi-national consumer survey 07/23/09 © 2009 Better Place
  • 2. We know Australians love their cars Image credits: http://www.flickr.com/photos/zcasper/51025849/sizes/o/, http://www.flickr.com/photos/aussiegall/455048881/sizes/o/, http://www.flickr.com/photos/paleontour/2544406667/, http://www.flickr.com/ photos/thegirlsny/2845832423/, http://www.flickr.com/photos/simonvc/2194486905/ used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place © 2009 Better Place
  • 3. We know Australians love their cars Image credits: http://www.flickr.com/photos/zcasper/51025849/sizes/o/, http://www.flickr.com/photos/aussiegall/455048881/sizes/o/, http://www.flickr.com/photos/paleontour/2544406667/, http://www.flickr.com/ photos/thegirlsny/2845832423/, http://www.flickr.com/photos/simonvc/2194486905/ used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place © 2009 Better Place
  • 4. We know Australians love their cars Image credits: http://www.flickr.com/photos/zcasper/51025849/sizes/o/, http://www.flickr.com/photos/aussiegall/455048881/sizes/o/, http://www.flickr.com/photos/paleontour/2544406667/, http://www.flickr.com/ photos/thegirlsny/2845832423/, http://www.flickr.com/photos/simonvc/2194486905/ used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place © 2009 Better Place
  • 5. We know Australians love their cars Image credits: http://www.flickr.com/photos/zcasper/51025849/sizes/o/, http://www.flickr.com/photos/aussiegall/455048881/sizes/o/, http://www.flickr.com/photos/paleontour/2544406667/, http://www.flickr.com/ photos/thegirlsny/2845832423/, http://www.flickr.com/photos/simonvc/2194486905/ used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place © 2009 Better Place
  • 6. We know Australians love their cars Image credits: http://www.flickr.com/photos/zcasper/51025849/sizes/o/, http://www.flickr.com/photos/aussiegall/455048881/sizes/o/, http://www.flickr.com/photos/paleontour/2544406667/, http://www.flickr.com/ photos/thegirlsny/2845832423/, http://www.flickr.com/photos/simonvc/2194486905/ used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place © 2009 Better Place
  • 7. But, these cars are the source of critical challenges… © 2009 Better Place
  • 8. But, these cars are the source of critical challenges… air pollution © 2009 Better Place
  • 9. But, these cars are the source of critical challenges… air pollution climate change © 2009 Better Place
  • 10. But, these cars are the source of critical challenges… air pollution climate change dependence on OIL © 2009 Better Place
  • 11. To solve these problems, we need to know… © 2009 Better Place
  • 12. How concerned are Australians about these challenges? © 2009 Better Place
  • 13. How concerned are Australians about these challenges? Are they willing to give up their gas cars? © 2009 Better Place
  • 14. How concerned are Australians about these challenges? Are they willing to give up their gas cars? Are Australians ready to embrace electric cars? © 2009 Better Place
  • 15. To find some answers, we surveyed more than 1,500 Australians… Sample stratified on age, gender, and income to represent local markets; screened for their role in the decision to purchase their current car or their expected role in the selection of their next car; Study conducted during March and April 2009, by IPSOS, the global leader in market research; sample restricted to Sydney/Central Coast, Melbourne/Geelong, Brisbane/Gold Coast Image credit: http://www.flickr.com/photos/jamescridland/613445810/sizes/l/; used under Creative Commons license; does not imply artists’ endorsement of Better Place © 2009 Better Place
  • 16. The findings may surprise you… © 2009 Better Place
  • 17. are personally concerned about dependence on oil. How concerned are you personally about energy/oil dependence? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used © 2009 Better Place
  • 18. How concerned are you personally about [air pollution, climate change]? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used © 2009 Better Place
  • 19. Which of the following opportunities, if any, would you like the Australia to be a leader in addressing? © 2009 Better Place
  • 20. Which of the following would you want to see significantly improved compared to your current car the next time you purchase a car? (pick 3 from list that includes greater safety, reliability, maintenance costs, etc.) Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place © 2009 Better Place
  • 21. Which of the following would you want to see significantly improved compared to your current car the next time you purchase a car? (pick 3 from list that includes greater safety, reliability, maintenance costs, etc.) Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place © 2009 Better Place
  • 22. How interested would you be in test driving an electric car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place © 2009 Better Place
  • 23. Which of these types of cars would you consider for your next purchase? (gas, hybrid, ev options available) Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place © 2009 Better Place
  • 24. How interested are you in purchasing an electric car as your next car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place © 2009 Better Place
  • 25. EV interest is broad-based… …strong among men and women, across the age spectrum, and across income levels Image credit: http://www.flickr.com/photos/aigarius/542611389/sizes/l/; Used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place © 2009 Better Place
  • 26. Strong consumer interest around the globe Israel 57% Denmark 40% Australia* 39% Canada** 35% United States 30% How interested are you in purchasing an electric car as your next car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used Image credit: ©google.com * Sydney/Central Coast, Melbourne/Geelong, Brisbane/Gold Coast ** Greater Toronto area © 2009 Better Place
  • 27. Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place © 2009 Better Place
  • 28. They need assurance that… •  batteries are safe, environmentally friendly, reliable •  charging is available, easy, fast •  vehicles will meet their standards •  costs are reasonable Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place © 2009 Better Place
  • 29. Summary: Australians ready for EVs •  The majority of Australians are concerned about climate change, air pollution, and dependence on oil •  There is a strong desire for Australia to provide leadership in the development of renewable energy •  Australians’ top priority in their next car is better fuel efficiency and many are looking beyond gas-only cars •  More than 1 in 3 are interested in EVs for their next car •  Interest is strong and widespread across all demographic groups and driving patterns •  There are many questions left to be answered but given the breadth of the interest… •  Demand could easily outpace initial supplies •  There will be significant opportunities for old and new companies to capitalize © 2009 Better Place
  • 30. Appendix © 2009 Better Place
  • 31. Methodology •  Survey of 8,000 car owners in Israel, Denmark, US, Australia and Canada •  Participants screened for role in the decision to purchase their current car or expect to have a significant role in their next car purchase decision •  Survey conducted online in March, 2009 by leading global market research company •  Australia study based on stratified sample of 1,512 drivers in Sydney/ Central Coast, Melbourne/Geelong, Brisbane/Gold Coast, designed to represent driver population on age, income, and gender •  Provided comparable descriptions of EVs, hybrids, gas only cars •  Margin of error based on sample size +/- 2.5% (expected estimates for comparable samples should be within 2.5% points) © 2009 Better Place 31