- What are the demographics of current PEV owners?
- Who is likely to purchase a PEV as their next vehicle?
- What are the perceived barriers to adoption of PEVs?
- What are consumer preferences when determining their next vehicle purchase?
- What misunderstandings do consumers have about PEVs?
3Q 2020
Market Data: EV Consumer Profiles
US EV Consumer Demographics, Vehicle Preferences, Perceived Barriers to Adoption, and EV Technology Knowledge Gaps: 2020
Global sales of light duty plug-in EVs (PEVs) reached nearly 2.5 million in 2019 at sales growth of 30% over 2018. However, the US saw a slight 8% decline in sales since 2018. PEV sales in the US have been inconsistent through the first half of 2020 due to the outbreak of coronavirus. 1Q 2020 had relatively high sales but saw a sharp decline in 2Q as much of the country was required to shelter in place. Despite the sales slump, consumer attitudes toward EVs remain positive. As OEMs bring more models to the market and investment in charging infrastructure continues to increase, the PEV market will grow across the US.
Increasing consumer knowledge and awareness of PEV technologies and incentives is one of the challenges for the PEV market. Educating consumers outside of the typical early adoption category will improve the perceptions of PEVs and decrease misinformation. According to Guidehouse Insights’ 2020 Vehicle Preferences and EV Awareness Consumer Survey, consumers are gravitating toward midsize crossovers and SUVs rather than smaller vehicles. The survey also identified a lack of charging infrastructure and the purchase price of PEVs as barriers to the market.
This report analyzes Guidehouse Insights’ 2020 Vehicle Preferences and EV Awareness Consumer Survey, which assesses consumer vehicle preferences, perceptions, and knowledge of PEVs, attitudes of current PEV owners, and potential barriers to PEV adoption. The survey collected more than 2,000 responses and identified more than 70 PEV owners.
Pages
29
Tables | Charts | Figures
64
Key Questions Addressed
Who Needs This Report
- Automotive OEMs
- Plug-in EV (PEV) component manufacturers and suppliers
- PEV charging equipment manufacturers
- Energy service companies (ESCOs)
- Utilities
- Government agencies
- Industry associations
- Investor community
Table Of Contents
1. Executive Summary
1.1 Introduction
1.2 Scope
1.3 Market Insights
2. Market Issues
2.1 Introduction
2.2 Market Drivers
2.2.1 Operating Economics
2.2.2 PEV and Fuel Economy Policies
2.3 Market Barriers
2.3.1 Consumer Knowledge and Awareness
2.3.2 Charging Availability
3. Consumer Survey
3.1 Introduction
3.2 Coronavirus Pandemic Impacts
3.3 Demographics and Perceptions
3.4 Likely PEV Adopters
3.5 Consumer Preferences and Considerations
3.6 Barriers to Adoption
3.7 Knowledge Gaps
3.8 Conclusions and Recommendations
4. Acronym and Abbreviation List
5. Table of Contents
6. Table of Charts and Figures
7. Scope of Study, Sources and Methodology
List of Charts and Figures
- BEV Adoption Barriers: 2020
- Effects to Vehicle Purchasing Plans Due to the COVID-19 Pandemic: 2020
- Respondents by Region and Ownership: 2020
- Respondents by Age and Ownership: 2020
- Respondents by Education Level and Ownership: 2020
- Respondents by Household Income Level and Ownership: 2020
- Respondents by Housing Type and Ownership: 2020
- Ridden or Driven by Powertrain: 2020
- Ridden or Driven a PEV by Likelihood of Purchasing a PEV: 2020
- General Impressions of PEVs by Likelihood of Purchasing a PEV: 2020
- Top Fuel Choices by Ranking: 2020
- Top Body Style Choices by Ranking: 2020
- Importance of Vehicle Features: 2020
- Willingness to Pay More for a PEV: 2018 and 2020
- Knowledge of Federal Tax Credit for BEVs: 2018 and 2020
- Survey Regions by State
List of Tables
- Respondents by Region: 2020
- Respondents by Gender: 2020
- Respondents by Age: 2020
- Respondents by Education Level: 2020
- Respondents by Household Income Level: 2020
- Respondents by Political Affiliation: 2020
- Respondents by Housing Type: 2020
- Respondents by Housing Ownership Type: 2020
- Respondents by Parking Accessibility: 2020
- Respondents by Electric Outlet Accessibility: 2020
- Respondents by Number of Vehicles Owned: 2020
- Respondents by Commute Patterns: 2020
- PEV Owners by Region: 2020
- PEV Owners by Gender: 2020
- PEV Owners by Age: 2020
- PEV Owners by Education Level: 2020
- PEV Owners by Household Income Level: 2020
- PEV Owners by Political Affiliation: 2020
- PEV Owners by Housing Type: 2020
- PEV Owners by Housing Ownership Type: 2020
- PEV Owners by Parking Accessibility: 2020
- PEV Owners by Electric Outlet Accessibility: 2020
- PEV Owners by Residential Charging Access: 2020
- PEV Owners by Number of Vehicles Owned: 2020
- PEV Owners by Commute Patterns: 2020
- Likelihood of Purchase by Powertrain: 2020
- Likely PEV Adopters by Region and Powertrain: 2020
- Likely PEV Adopters by Age and Powertrain: 2020
- Likely PEV Adopters by Education Level and Powertrain: 2020
- Likely PEV Adopters by Household Income Level and Powertrain: 2020
- Likely PEV Adopters by Household Type and Powertrain: 2020
- Respondents Who Have Ridden or Driven by Powertrain: 2020
- General Impressions by Powertrain: 2020
- Respondent Fuel Type Preferences by Ranking: 2020
- Respondent Body Style Preferences by Ranking: 2020
- Vehicle Features by Respondent Importance Level: 2020
- BEV Adoption Barriers by Concern Level: 2020
- Knowledge of 2020 Nissan Leaf Range: 2020
- Knowledge of BEV Charge Time with Level 2 Charger: 2020
- Knowledge of BEV Fuel Costs Relative to Conventional Vehicles: 2020
- Knowledge of BEV Maintenance Costs Relative to Conventional Vehicles: 2020
- Knowledge of Maximum Federal Tax Credit for BEVs: 2020
- Willingness to Pay More for a PEV: 2020
- Knowledge of Standard BEV Purchase Price Before Incentives (e.g., Chevrolet Bolt): 2020
- Knowledge of Premium BEV Purchase Price Before Incentives (e.g., Tesla Model S): 2020
- Knowledge of Car Makers with EVs: 2020
- Likely PEV Adopters by Powertrain: 2020
- PEV Knowledge Questions: 2020
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