The document discusses what people know about different types of electric vehicles based on Google Trends search data. It analyzes search terms and trends for plug-in hybrids, battery electric vehicles, and hydrogen fuel cell vehicles. For plug-in hybrids, it finds people are most familiar with Toyota and Honda hybrid models and interested in purchasing. For electric vehicles, interest centers around learning benefits compared to gas vehicles, with Tesla as the dominant brand. For hydrogen fuel cells, it finds most people know little and search generically to learn about how the technology works.

1. november, 2014
by Anya Liddiard
What people know about Electric Vehicles
learn with Google Trends
What is Google Trends?
Google Trends is a public tool that allows you to see how many times a
particular term has been entered into the search bar, in relation to the total
search volume across the different regions of the world.

2. How did this project start?
With a question. Recently, there has been a lot innovation in the Electric
Vehicle market and I wanted to find out what people knew about them.
What’s the methodology?
I decided to go with Google Trends because it’s a great tool to track and
compare trends (topics). Based on search terms, it shows interests in topics
over time and how these search terms correlate.

3. In this research, I focused on these Electric Vehicles:
plug-in hybrids !
Vehicles that have a combustion
engine and electric motor.
battery electric !
Vehicles that only have an electric
motor, no combustion engine.
hydrogen fuel cells !
Vehicles that only have fuel cell; no
combustion engine or electric motor.

4. With hybrids in the lead, the conversation about all three types of Electric
Vehicles has remained fairly consistent over time. Fuel cells, being a new
technology, have generated some interest, but it still remains low.
topics
plug-in hybrids
search term
battery electric
search term
hydrogen fuel cells
search term
interest over time

5. Top searched terms + what we learned:
plug-in hybrids
toyota hybrids
honda hybrids
best hybrid cars
hybrid cars prices
ford hybrids cars
nissan hybrids
hybrids cars in 2015
used hybrids
hybrids pros and cons
Customer mindset: “Which one should I buy?”
!
Most people search hybrids by brands and show a strong interest in buying. !
• Aware of brands that offer hybrids; Toyota hybrids are the most popular
• Familiar with hybrids; don’t ask educational questions
• Interested in buying (specific and focused search)

6. Top searched terms + what we learned:
battery electric
electric cars for sale
electric car prices
benefits of ev
electric car conversion rate
tesla
best electric cars
nissan electric cars
differences of evs
Customer mindset: “Why is it better?”
!
People have a general idea about battery electric vehicles, but want to understand
what makes them different from regular fuel vehicles. !
• No strong brand association; Tesla is the dominant brand
• Generally are familiar with this technology
• Show some interested in buying, but primarily want to learn about its benefits
r?”

7. Top searched terms + what we learned:
hydrogen fuel cells
fuel cell range
efficiency
charging stations
how fuel cell works
fuel cell vehicle vs battery electric
fuel cell cost
how is it different from evs
conversion rate
Customer mindset: “What is it?”
!
Most people are not familiar with the fuel cell technology and want to learn more
about how it works. !
• No brand association
• Generic and unfocused search (from “how it works” to “how is it different from electric”)
• No intention in buying, just curious exploration

8. established emerging blank canvas
plug-in hybrids electric vehicles hydrogen fuel cells
brand association
So, what do people know about Electric Vehicles?
Toyota, Honda and Ford Telsa, Nissan no brand association
When people hear hybrids, most think
about Toyota. In the consumer’s mind, this
is an established market with a strong
brand association and consideration to
buy.
People view electric as an emerging market
with Tesla as its leader. There is a general
knowledge about electric vehicle
technology, but no clear understanding
about its benefit: “What’s in it for me?”
Some people have heard about this
technology and don’t really know what to
make out of it. People have questions, but
no one is answering. There is no brand
who owns this.
!Opportunity: Reinforced education.
Explain how the technology works and the
!benefits it offers in an engaging way.
Hyundai, Honda and Toyota have shown
leadership in this category, but who will step
up their game and own it?

9. thanks.