Electric vehicles: Assessing Torontonian consumer demand
Highlights of results from multi-national consumer survey

13 Jul...
We know Canadians love their cars




Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.c...
We know Canadians love their cars




Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.c...
We know Canadians love their cars




Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.c...
We know Canadians love their cars




Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.c...
But, these            cars are the source of
                       critical   challenges…




© 2009 Better Place
But, these            cars are the source of
                       critical   challenges…

     air
      pollution




©...
But, these            cars are the source of
                       critical   challenges…

     air
      pollution      ...
But, these            cars are the source of
                       critical   challenges…

     air
      pollution      ...
We wanted to understand car
buyers’ perspectives…




© 2009 Better Place
How concerned are they about
 these challenges?




 © 2009 Better Place
How concerned are they about
 these challenges?


                       Are they willing to give   up
                   ...
How concerned are they about
 these challenges?


                       Are they willing to give   up
                   ...
To find some answers, we surveyed
                    more than 1,000 Torontonians…




Sample stratified on age, gender, ...
The findings may surprise you…




© 2009 Better Place
are personally concerned about
                                                                           dependence on oi...
How concerned are you personally about air pollution? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used

 ...
Which of the following opportunities, if any, would you like the Canada to be a leader in addressing?

     © 2009 Better ...
Which of the following would you want to see significantly improved compared to your current car the next time you purchas...
Which of the following would you want to see significantly improved compared to your current car the next time you purchas...
How interested would you be in test driving an electric car? (1 [not at all] to 7 [extremely interested] scale); top 3 box...
Which of these types of cars would you consider for your next purchase? (gas, hybrid, ev options available)

Image credit:...
How interested are you in purchasing an electric car for your next car? (1 [not at all] to 7 [extremely interested] scale)...
EV interest is broad-based…




           …strong among men and women, across the age
           spectrum, and across inc...
Strong interest around the globe


                                           Israel                                      ...
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply ...
They need assurance that…
          •  vehicles will meet their standards
          •  batteries are safe, environmentally...
Summary: Torontonians ready for EVs

•  Torontonians are concerned about climate change, air
  pollution, and dependence o...
Appendix




© 2009 Better Place
Methodology

•  Survey of 8,000 car owners in Israel, Denmark, US, Australia and
 Canada
•  Participants screened for role...
www.betterplace.com




© 2009 Better Place
Upcoming SlideShare
Loading in …5
×

Better Place Consumer Research Highlights - Toronto

1,576 views

Published on

Findings from a consumer research study sponsored by Better Place showing strong consumer interest in electric vehicles

Published in: Automotive, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,576
On SlideShare
0
From Embeds
0
Number of Embeds
435
Actions
Shares
0
Downloads
33
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Better Place Consumer Research Highlights - Toronto

  1. 1. Electric vehicles: Assessing Torontonian consumer demand Highlights of results from multi-national consumer survey 13 July, 2009 © 2009 Better Place
  2. 2. We know Canadians love their cars Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.com/photos/daveseven/2783513240/sizes/l/, http://www.flickr.com/photos/nick_knouse/707999161/sizes/l/, http:// www.flickr.com/photos/nagy/116175917/sizes/l http://www.flickr.com/photos/djakartafotografi/2431822836/; used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place © 2009 Better Place
  3. 3. We know Canadians love their cars Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.com/photos/daveseven/2783513240/sizes/l/, http://www.flickr.com/photos/nick_knouse/707999161/sizes/l/, http:// www.flickr.com/photos/nagy/116175917/sizes/l http://www.flickr.com/photos/djakartafotografi/2431822836/; used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place © 2009 Better Place
  4. 4. We know Canadians love their cars Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.com/photos/daveseven/2783513240/sizes/l/, http://www.flickr.com/photos/nick_knouse/707999161/sizes/l/, http:// www.flickr.com/photos/nagy/116175917/sizes/l http://www.flickr.com/photos/djakartafotografi/2431822836/; used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place © 2009 Better Place
  5. 5. We know Canadians love their cars Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.com/photos/daveseven/2783513240/sizes/l/, http://www.flickr.com/photos/nick_knouse/707999161/sizes/l/, http:// www.flickr.com/photos/nagy/116175917/sizes/l http://www.flickr.com/photos/djakartafotografi/2431822836/; used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place © 2009 Better Place
  6. 6. But, these cars are the source of critical challenges… © 2009 Better Place
  7. 7. But, these cars are the source of critical challenges… air pollution © 2009 Better Place
  8. 8. But, these cars are the source of critical challenges… air pollution climate change © 2009 Better Place
  9. 9. But, these cars are the source of critical challenges… air pollution climate change dependence on OIL © 2009 Better Place
  10. 10. We wanted to understand car buyers’ perspectives… © 2009 Better Place
  11. 11. How concerned are they about these challenges? © 2009 Better Place
  12. 12. How concerned are they about these challenges? Are they willing to give up their gas cars? © 2009 Better Place
  13. 13. How concerned are they about these challenges? Are they willing to give up their gas cars? Are they ready to embrace electric cars? © 2009 Better Place
  14. 14. To find some answers, we surveyed more than 1,000 Torontonians… Sample stratified on age, gender, and income to represent local markets; screened for their role in the decision to purchase their curent 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 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
  15. 15. The findings may surprise you… © 2009 Better Place
  16. 16. 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
  17. 17. How concerned are you personally about air pollution? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used © 2009 Better Place
  18. 18. Which of the following opportunities, if any, would you like the Canada to be a leader in addressing? © 2009 Better Place
  19. 19. 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
  20. 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. 21. 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
  22. 22. 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
  23. 23. How interested are you in purchasing an electric car for 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
  24. 24. 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
  25. 25. Strong 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 * Sydney/Central Coast, Melbourne/Geelong, Brisbane/Gold Coast ** Greater Toronto area © 2009 Better Place
  26. 26. 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
  27. 27. They need assurance that… •  vehicles will meet their standards •  batteries are safe, environmentally friendly, reliable •  charging is available, easy, fast •  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
  28. 28. Summary: Torontonians ready for EVs •  Torontonians are concerned about climate change, air pollution, and dependence on oil •  There is a strong desire for Canada to provide global leadership in the development of renewable energy •  Torontonians 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 an EV for their next car •  Interest is strong and widespread among 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
  29. 29. Appendix © 2009 Better Place
  30. 30. 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 expectation to have a significant role in their next car purchase decision •  Survey conducted online in March & April, 2009 by leading global market research company Ipsos •  Canada study based on stratified sample of 1,002 drivers in the Greater Toronto Area, designed to represent driver population on age and gender •  Provided comparable descriptions of EVs, hybrids, gas only cars •  Margin of error based on sample size +/- 3% (expected estimates for comparable samples should be within 3% points) © 2009 Better Place 30
  31. 31. www.betterplace.com © 2009 Better Place

×