The document summarizes the results of a survey assessing consumer demand for electric vehicles in the US. Some key findings include: - Americans are concerned about climate change, air pollution, and dependence on oil. There is interest in US leadership in renewable energy. - Consumer priorities for their next car include better fuel efficiency. Nearly 1 in 3 Americans expressed interest in an electric vehicle. - Interest in electric vehicles cuts across all demographics and is strong both in the US and other countries surveyed such as Israel and Denmark. - Customers will need assurances around battery safety, availability of charging, vehicle performance, and cost competitiveness before purchasing an electric vehicle.

1. Electric vehicles: Assessing U.S. consumer demand
Highlights of results from a multi-national consumer survey
13 July, 2009
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2. We know Americans love their cars
Image credits: http://www.flickr.com/photos/rberteig/1584456085/sizes/l/, http://www.flickr.com/photos/six27/245962932/sizes/l/, http://www.flickr.com/photos/joelpenner/568282077/sizes/o/, http://www.flickr.com/
photos/phototram/410207404/, http://www.flickr.com/photos/givingkittensaway/73346572/sizes/l/, http://www.flickr.com/photos/moresheth/2980518875/sizes/l/, http://www.flickr.com/photos/astrocoz/23962788/
sizes/o/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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3. We know Americans love their cars
Image credits: http://www.flickr.com/photos/rberteig/1584456085/sizes/l/, http://www.flickr.com/photos/six27/245962932/sizes/l/, http://www.flickr.com/photos/joelpenner/568282077/sizes/o/, http://www.flickr.com/
photos/phototram/410207404/, http://www.flickr.com/photos/givingkittensaway/73346572/sizes/l/, http://www.flickr.com/photos/moresheth/2980518875/sizes/l/, http://www.flickr.com/photos/astrocoz/23962788/
sizes/o/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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4. We know Americans love their cars
Image credits: http://www.flickr.com/photos/rberteig/1584456085/sizes/l/, http://www.flickr.com/photos/six27/245962932/sizes/l/, http://www.flickr.com/photos/joelpenner/568282077/sizes/o/, http://www.flickr.com/
photos/phototram/410207404/, http://www.flickr.com/photos/givingkittensaway/73346572/sizes/l/, http://www.flickr.com/photos/moresheth/2980518875/sizes/l/, http://www.flickr.com/photos/astrocoz/23962788/
sizes/o/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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5. We know Americans love their cars
Image credits: http://www.flickr.com/photos/rberteig/1584456085/sizes/l/, http://www.flickr.com/photos/six27/245962932/sizes/l/, http://www.flickr.com/photos/joelpenner/568282077/sizes/o/, http://www.flickr.com/
photos/phototram/410207404/, http://www.flickr.com/photos/givingkittensaway/73346572/sizes/l/, http://www.flickr.com/photos/moresheth/2980518875/sizes/l/, http://www.flickr.com/photos/astrocoz/23962788/
sizes/o/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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6. But, these cars are the source of
critical challenges…
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7. But, these cars are the source of
critical challenges…
air
pollution
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8. But, these cars are the source of
critical challenges…
air
pollution climate
change
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9. But, these cars are the source of
critical challenges…
air
pollution climate
change
dependence
on OIL
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10. We wanted to understand car
buyers’ perspectives…
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11. How concerned are Americans
about these challenges?
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12. How concerned are Americans
about these challenges?
Are they willing to give up
their gas cars?
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13. How concerned are Americans
about these challenges?
Are they willing to give up
their gas cars?
Are Americans ready to embrace
electric cars?
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14. To find some answers, we surveyed
nearly 2,500 Americans…
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
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15. The findings may surprise you…
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16. How concerned are you personally about [air pollution, climate change]? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used
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17. are personally concerned about our
dependence on oil
compared to 63% who are concerned
about terrorism.
Image credit: istockphoto, 1397752
How concerned are you personally about energy/oil dependence? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used
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18. Which of the following opportunities, if any, would you like the United States to be a leader in addressing?
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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
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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
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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
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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
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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
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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
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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
Image credit: ©google.com
* Sydney/Central Coast, Melbourne/Geelong, Brisbane/Gold Coast ** Greater Toronto area
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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
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27. 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
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28. Summary: Americans ready for EVs
• The majority of Americans are concerned about climate
change, air pollution, and dependence on oil
• There is a strong desire for the U.S. to provide leadership in the
development of renewable energy
• Americans’ top priority in their next car is better fuel efficiency
and many are looking beyond gas-only cars
• Nearly 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
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29. Appendix
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30. Methodology
• Survey of 8,000 car owners in Israel, Denmark, U.S., Australia
and Canada
• Participants screened for role in the decision to purchase their
current car or expectation of having a significant role in their next
car purchase decision
• Survey conducted online in March and April, 2009 by leading
global market research company Ipsos
• U.S. study based on stratified sample of nearly 2,500 U.S. drivers,
designed to represent driver population with respect to age, income,
& 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)
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