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

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