First global survey on the acceptance of electric cars
24.11.2011Cologne
TÜV Rheinland has now produced what is arguably the most comprehensive representative study on the issue of electromobility. The test service provider presented the first representative international survey exclusively at the 64th International Motor Show 2011. The overall sentiment of consumers was studied in twelve key automotive markets: China, Denmark, Germany, France, India, Israel, Italy, Japan, Portugal, Spain, the UK and the USA. TÜV Rheinland looked in closer detail at factors such as brand recognition, potential motives to buy, the degree to which drivers are informed and safety concerns of consumers regarding electromobility. For the study, people who were over 18 years of age and who owned a car or had access to a car for private use were surveyed. This representative study brought to light interesting global differences and regional and national differences, as well as specific insights.
We'll concentrate here on the results of the Italian survey, whilst next week we'll publish an article focusing on the results on a global scale.
500 interviews were conducted online in Italy
Respondents were asked to classify the automobile they drive most often for personal use into one of the following nine segments (as defined by TÜV Rheinland): microcar, small, compact, middle class, upper middle class, luxury, SUV and pickup, van (MPV), sportwagon/ sportscar, roadster, cabrio/ convertible,
The objectives of the survey were:
- 1) Determine automobile driver behaviors that could impact need for or against considering an alternative fuel vehicle;
- 2) Understand knowledge of and attitudes towards electrical vehicles which can serve to enable/hinder its demand/acceptance, as well as inform TÜV Rheinland opportunities;
- 3) Identify interest/willingness to purchase with the next five years as a further means of gauging demand;
- 4) Identify electric vehicle manufacturer brand awareness / association and consideration levels
- 5) Identifying consumer key reasons for and against purchasing an electric vehicle.
1) Determine automobile driver behaviors that could impact need for or against considering an alternative fuel vehicle:
Over half own or have access to a car for personal use, particularly among those with higher incomes, larger households, and who live in Small or Mid-sized towns.
Fiat is the most popular car brand, followed by Ford.
More time is spent on city driving (more so among Females), with remaining drive time mixed between country roads and highways.
Many drive less than 50 km / 30 miles per day (more so among Females and Smaller and MPV segments), though over a third does drive up to 100 km / 60 miles in a typical day (more so among those living in Small or Mid-sized towns).
Most spend up to 2 hours a day in the car.
2) Understand knowledge of and attitudes towards electrical vehicles which can serve to enable/hinder its demand/acceptance, as well as inform TÜV Rheinland opportunities;
Well over half feel they are not well informed about electric cars based on the information that is currently available. However, there is a sizeable group (particularly Males) who feel they are knowledgeable.
Japan is perceived to be most advanced with regard to electric car technology, followed by Germany.
Italy is perceived as similar to the USA regarding their technological advancements.
A sizeable group is not sure which country leads for innovation.
Perceptions of electric car technological development levels are mixed.
A majority believe the introduction of the electric car should be subsidized by the government, primarily through credits / rebates to consumers upon purchase or a tax credit when filing income taxes.
3) Identify interest/willingness to purchase with the next five years as a further means of gauging demand:
A majority would consider buying an electric car within the next 5 years, either as a main or secondary car.
Lower income or smaller households are more likely to consider an electric car as their primary vehicle.
Over half believe they would use an electric car just as they do their current car. Others are mixed between using it for daily trips or as a second car.
Hybrid cars are most perceived to be the future of automobile technology. Followed by the Electric car (more so among Males).
The Hydrogen powered car is also considered a possibility, particularly among Males.
4) Identify electric vehicle manufacturer brand awareness / association and consideration levels:
Toyota is most top-of-mind among electric car manufacturers. A variety of other manufacturers also have awareness, albeit it at much lower levels.
Toyota also leads for brand consideration among those who are open to buying an electric car. Not surprisingly, Fiat is next on the list.
5) Identifying consumer key reasons for and against purchasing an electric vehicle:
Environmental factors have the most impact on the electric car purchase decision, particularly with regard to protecting the oil supply and the potential to combat global warming.
Factors related to cost-saving, such as vehicle purchase price and saving money fuel expenditures are also influencers.
Vehicle purchase price is the key barrier to purchasing an electric car (at various premiums tested) and the need to recharge the battery after a certain distance (particularly around 150 km / 95 miles).
The number of hours necessary to recharge the battery and the availability of charging stations are also concerns.
Though nearly half are willing to pay up to 10% more for an electric car to take advantage of its potential environmental benefits (more so among Females), nearly another third are unwilling to pay a premium (more so among those living in Small or Mid-sized towns).
Summary of the findings:
- There appears to be opportunity for the electric car in this market based on typical drive times and routes, either as a primary or secondary car;
- However, many (particularly Females) still need to be educated on the topic, generally as well as with regard to specific technological advancements;
- Even though there is somewhat limited knowledge regarding the electric car, there is a receptivity to buying one in the future and driving it like one would a combustible engine car;
- While Hybrids are most perceived to be the technology of the future, the Electric car isn’t far behind, especially among Males;
- Given that Japan is perceived as most technologically advanced in electric car development, it is not surprising that Toyota leads for association and purchase consideration;
- Italian-made Fiat is the only other manufacturer that comes close to Toyota’s levels;
- However, any manufacturer will need to communicate benefits of owning an electric car that resonate with consumers, particularly with regard to environmental factors and cost-savings;
- Key purchase barriers need to be addressed with regard to price premiums, recharge ranges, recharge times, the availability of charging stations, and the environmentally-friendly nature of the electric car’s power source.