2Q 2019

EV Consumer Profiles

US Market EV Consumer Demographics, Vehicle Preferences, Perceived Barriers to Adoption, and EV Technology Knowledge Gaps: 2018

Plug-in EV (PEV) sales in the US increased 80% from 2017 to 2018. In 2019, the market is expected to continue strong growth. Navigant Research anticipates more than 430,000 PEV sales in the US in 2019. This sales growth is propelled by continuous improvements to vehicle and charging technology such as battery innovations and increased charging speeds. However, PEV growth is not equally distributed across the country but rather largely centered in urban areas and states with PEV purchase or zero emission vehicle (ZEV) incentives. These pockets indicate that policy and economics play a large role in the adoption of PEVs.

Challenges to PEV adoption include consumer awareness and knowledge, charging infrastructure, and vehicle body style availability. Via an annual consumer survey, Navigant Research has identified several knowledge and awareness gaps creating barriers to PEV adoption, including a misunderstanding of PEV operating and purchase economics. Educating those outside of the early adoption category will improve perceptions of PEVs and decrease the amount of misinformation in the market. Scaling the availability of charging infrastructure and the types of PEVs available to consumers will also aid in market growth.

This report analyzes Navigant Research’s 2018 general population EV consumer profile survey that assessed consumer vehicle preferences, perceptions and knowledge of PEVs, attitudes of current PEV owners, and potential barriers to PEV adoption. The survey collected more than 2,300 respondents and identified more than 100 PEV owners. Navigant Research also identified consumers that are likely to adopt a PEV as their next vehicle purchase.

Pages 30
Tables | Charts | Figures 56
  • 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 consumers’ next vehicle purchase?
  • What misunderstandings do consumers have about PEVs?
  • Automotive OEMs
  • Plug-in EV (PEV) component manufacturers and suppliers
  • PEV charging equipment manufacturers
  • Energy service companies
  • Utilities
  • Government agencies
  • Industry associations
  • Investor community

1. Executive Summary

1.1   Introduction

1.2   Scope

1.3   Market Insight

2. Market Issues

2.1   Introduction

2.2   Market Drivers

2.2.1   Operating Economics

2.2.2   Purchase Economics

2.2.2.1   PEV Policies

2.3   Challenges

2.3.1   Consumer Knowledge and Awareness

2.3.2   Charging Infrastructure

2.3.3   Vehicle Body Style Availability

3. Consumer Survey

3.1   Introduction

3.2   Demographics and Perceptions

3.2.1   PEV Owners

3.3   Consumer Preferences and Considerations

3.4   Barriers to Adoption

3.5   Knowledge Gaps

4. Recommendations and Conclusions

5. Acronym and Abbreviation List

6. Table of Contents

7. Table of Charts and Figures

8. Scope of Study, Sources and Methodology, Notes

  • Likely PEV Adopters by Region: 2018
  • Respondents by Region and PEV Ownership: 2018
  • Respondents by Age and PEV Ownership: 2018
  • Respondents by Education Level and PEV Ownership: 2018
  • Respondents by Household Income Level and PEV Ownership: 2018
  • Respondents by Housing Type and PEV Ownership: 2018
  • Respondents That Have Ridden or Driven by Powertrain: 2018
  • General Impressions of PEVs and Likelihood of Purchasing PEVs: 2018
  • Respondent Satisfaction with Vehicle by Powertrain, PEV Owners: 2018
  • Respondent Top Fuel Choices by Ranking: 2018
  • Respondent Top Body Style Choices by Ranking: 2018
  • Respondent Importance of Vehicle Features: 2018
  • BEV Adoption Barriers by Concern Level: 2018
  • Knowledge of Federal Tax Credit for BEVs: 2018
  • Survey Regions by State
  • Respondents by Region: 2018
  • Respondents by Gender: 2018
  • Respondents by Age: 2018
  • Respondents by Education Level: 2018
  • Respondents by Household Income Level: 2018
  • Respondents by Political Affiliation: 2018
  • Respondents by Housing Type: 2018
  • Respondents by Housing Ownership Type: 2018
  • Respondents by Number of Vehicles Owned: 2018
  • PEV Owners by Region: 2018
  • PEV Owners by Gender: 2018
  • PEV Owners by Age: 2018
  • PEV Owners by Education Level: 2018
  • PEV Owners by Household Income Level: 2018
  • PEV Owners by Political Affiliation: 2018
  • PEV Owners by Housing Type: 2018
  • PEV Owners by Number of Vehicles Owned: 2018
  • Satisfaction with Vehicle, BEV Owners: 2018
  • Satisfaction with Vehicle, PHEV Owners: 2018
  • Likelihood of Purchasing Another BEV, BEV Owners: 2018
  • Likelihood of Purchasing Another PHEV, PHEV Owners: 2018
  • Likelihood of Purchase by Powertrain: 2018
  • Likely PEV Adopters by Region and Powertrain: 2018
  • Likely PEV Adopters by Gender and Powertrain: 2018
  • Likely PEV Adopters by Age and Powertrain: 2018
  • Likely PEV Adopters by Education Level and Powertrain: 2018
  • Likely PEV Adopters by Household Income Level and Powertrain: 2018
  • Likely PEV Adopters by Housing Type and Powertrain: 2018
  • Respondents Who Have Ridden or Driven by Powertrain: 2018
  • General Impression by Powertrain: 2018
  • Respondent Fuel Type Preferences by Ranking: 2018
  • Respondent Body Style Preferences by Ranking: 2018
  • Vehicle Features by Respondent Importance Level: 2018
  • BEV Adoption Barriers by Concern Level: 2018
  • Knowledge of 2018 Nissan Leaf Range: 2018
  • Knowledge of BEV Charge Time with Level 2 Charger: 2018
  • Knowledge of BEV Fuel Costs Relative to Conventional Vehicles: 2018
  • Knowledge of BEV Maintenance Costs Relative to Conventional Vehicles: 2018
  • Knowledge of Federal Tax Credit for BEVs: 2018
  • Willingness to Pay More for a PEV: 2018
  • PEV Knowledge Questions: 2018 Survey Respondents
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