The document discusses secondary research conducted on the electric vehicle industry. It summarizes analyses of the industry, external environment, customers, companies, products/services, distribution, and pricing. It then outlines the research objective to understand consumer expectations of EV batteries and vehicle styles. The methodology section describes using focus groups and an online survey. Key findings indicate consumers prefer SUVs and have concerns about battery life but expect shorter ranges than anticipated.

2. Secondary Research

3. Background Information
 Industry Analysis
 External Environment Analysis
 Customer Analysis
 Company Analysis
 Products/Services Analysis
 Distribution Analysis
 Promotional Analysis
 Pricing Analysis

4. Industry Analysis
 Pressure from outside
sources to bring EV to
market=demand
 US Government offer
incentives to produce
 Big 3 introduce EV models
for production

5. External Environment
 Carbon emissions, green house gases,
global warming
 Renewable energy
 Reduction of reliance on fossil fuels
 Government influences

6. Customers
 Upper middle class
 45+ age buyers more
prevalent
 More highly educated buyers
 Environmentally conscience
 Previous hybrid owners

7. Company’s
 Big 3 introduce hybrids
 Chevrolet introduces the Volt
 Chrysler introduces the
200cEV
 Ford introduces Focus
EV(2011)
 3Prong Power refitting current
hybrids to fully electric

8. Products, Distribution, and Promotion
 Fully electric autos and SUV’s
 Distributed to customers throughout
dealerships
 Promoted using print, TV commercials,
internet pop-ups
 Use of tag line – “Going Green” industry
wide

9. Research Objective
Orange Team Research Objective:
To discover the potential electric vehicle
buyer’s expectations of an electric
vehicle in regards to the battery life and
style of vehicle.

10. Research Objective
 Eager manufacturers without a starting
point
 Unknown expectations
 No extra production money to waste
 Gain confidence in new venture

11. Methodology
 Exploratory Research
 Purpose:
 To clarify ambiguous situations or discover ideas that may
be potential business opportunities. (Zikmund)
 Expectations can lead to innovations
 not intended to provide conclusive evidence from which to
determine a particular course of action. (Zikmund)
 A starting point for the rest of the research

12. Qualitative Research
 Qualitative Research – Is in the form of exploratory research.
 Qualitative Method – Is in the form of utilizing focus groups.
 Core Issues of the Qualitative Research – Addressing the dilemma of EV
batteries and vehicle designs.
 EV Battery Dilemma – A problem that has plagued the industry from the get-
go has been the EV batteries poor life span.
 Screening Criteria for Participant :
- At least 2 years as an executive
- Non-American’s must present proper working documents
- Must sign a form of consent

13. Quantitative Research Method
Questionnaire Survey

14. Questionnaire/Survey Design
 Designed to answer research objective
 18 Questions distributed:
 E-mail
 Social Networking Sites
 Incentive “You can help shape the future of the
auto industry”

15. Questionnaire/Survey Design
 Question Ordering
 Basic demographics
 Key questions answering the research
objective
 Question Types
 Majority Nominal Scale Category
 Majority Close Ended
 Time constraints

16. Sampling
 Began using the random method
 Actually used convenience method
 Time constraints
 is used in exploratory research where the
researcher is interested in getting an
inexpensive approximation of the truth.
 Originally wanted 30 responses, but
ended up with 53

17. Appropriate Test Statistic
 x2test for goodness-of-fit
 Key questions were analyzed
Sample of Results
18. What style of electric vehicle would be most appealing to
you:
Answer Response %
Compact 3 6%
Full Size 9 17%
Luxury 9 17%
Sports Car 3 6%
SUV (Sport Utility Vehicle) 23 43%
Truck 6 11%
Total 53 100%

18. Results
 Surprising and Predictable
 Styling: Sport Utility Vehicle
is desired
 Battery Life:
 #1 concern of owning an
electric vehicle
 Lower expectations than
originally thought
 Fueled Vs. Electric

19. Results (Cont.)
11. What are your two biggest concerns in regards to
owning a fully electric vehicle? (Please check two
boxes or check none)
Answer Response %
Maintenance costs 16 30%
Maintenance facility availability 12 23%
Reliability of the vehicle over
time 21 40% 15. How far would you expect one full battery charge to
The speed and power of the take
engine 21 40% you in an electric vehicle?
Battery life 24 45% Respons
None 4 8%
Answer e %
0 - 200 miles 8 15%
200 - 400 miles 22 42%
400 - 600 miles 16 30%
600 miles or more 7 13%
Total 53 100%

20. Recommendations
 Main efforts on
SUV segment
 Extra effort on
battery:
 Durability
 Dependability
 Performance

21. Conclusion
 Expectations are clear and research
objective achieved
 Phase one of electric vehicle marketing
research
 The future of electric vehicles is exciting
and with this report, the research task
has begun to charge up.