2013 Session: 395

• Do Plug-in Vehicle Buyers Want Green Electricity? Survey of U.S. New-Car Buyers
  Abstract: The environmental benefits of plug-in electric vehicles (PEVs) increase if the vehicles are powered by electricity from “green” sources such as solar, wind or small hydro. Here we explore the potential to build a market that pairs consumer purchases of PEVs with purchases of green electricity. We implement a web-based survey with three U.S. samples defined by vehicle purchases: conventional new vehicle buyers (n = 1064), hybrid vehicle buyers (n = 364), and PEV buyers (n = 74). Respondents state their interest in a PEV as their next vehicle, interest in purchasing green electricity in one of three ways, i.e., monthly subscription, two-year lease, or purchase, and interest in combining the two products. Pairing a PEV with a green electricity program increased total PEV demand in all three respondent segments—with a 23 percent demand increase among conventional buyers. Demand for both products is generally higher among hybrid and PEV buyers. Respondent’s reported motives for both products and their combination include financial savings (particularly among conventional buyers), concerns about air pollution and the environment, and interest in new technology (particularly among PEV buyers). Results suggest that when the two products are offered together, about one-third of car buyers presently value the combination of a PEV with green electricity; the proportion is much higher among HEV and PEV buyers. Consumers’ reported motivations provide guidance regarding policy and marketing strategies to advance PEVs and green electricity demand.
  Authors: Axsen, Jonn; Kurani, Kenneth S.
  Authors: Axsen, Jonn; Kurani, Kenneth S.
  Year: 2013
  Document Type: Paper
  Subject: Environment; Energy
  Session: 395
  Paper Number: 13-2301
• Hybrid, Plug-in Hybrid, or Electric: What Do Car Buyers Want?
  Abstract: We assess a baseline of consumer interest in electric-drive vehicles using a mixed-mode survey. We compare stated interest in conventional gasoline (CV), hybrid (HEV), plug-in hybrid (PHEV) and pure electric vehicles (EV) of varying fuel economies, electric-powered driving ranges, and prices. Data are from 508 households representative of new vehicle buying households in San Diego County, California in early 2011. In addition to household descriptions, the survey collected information about access to vehicle recharge infrastructure at home, three days of driving via a mail-based questionnaire, desired vehicle designs via on-line design games, and information on design motivations (also on-line). Across the higher and lower price games, a majority of consumers designed and selected some form of PHEV (56 to 65 percent), with minorities selecting an HEV (20 to 25 percent) or a conventional vehicle (10 to 16 percent). An EV was designed by only two to four percent of survey respondents. Of those who did not design an EV, the most frequent concerns with EVs were limited range and charger availability, and higher vehicle purchase prices. Positive interest in HEVs, PHEVs and EVs was associated with vehicle images of intelligence, responsibility, and support of the environment and nation. The distribution of vehicle designs suggests that cheaper, smaller battery PHEVs may achieve more short-term market success than larger battery PHEVs or EVs. If consumer motivations change with actual experience of electric-drive, managing those changes may be essential to guiding consumer valuation toward greater vehicle electrification.
  Authors: Axsen, Jonn; Kurani, Kenneth S.
  Authors: Axsen, Jonn; Kurani, Kenneth S.
  Year: 2013
  Document Type: Paper
  Subject: Environment; Energy
  Session: 395
  Paper Number: 13-3028
• Hybrid, Plug-in Hybrid, or Electric: What Do Car Buyers Want?
  Authors: Axsen, Jonn
  Authors: Axsen, Jonn
  Year: 2013
  Document Type: Presentation
  Subject: AICP Certification Maintenance Session; Energy; Environment
  Session: 395
  Paper Number: 13-3028
• Presiding Officer
  Authors: Chien, David
  Authors: Chien, David
  Year: 2013
  Document Type: Presentation
  Subject: AICP Certification Maintenance Session; Energy; Environment
  Session: 395
  Paper Number: Z13-395
• Who Is Buying PEVs in California and How Are They Being Used?
  Authors: Tal, Gil
  Authors: Tal, Gil
  Year: 2013
  Document Type: Presentation
  Subject: AICP Certification Maintenance Session; Energy; Environment
  Session: 395
  Paper Number: P13-6534
• Community and Social Media Use Among Early PEV Drivers
  Authors: Tyree-Hageman, Jennifer
  Authors: Tyree-Hageman, Jennifer
  Year: 2013
  Document Type: Presentation
  Subject: AICP Certification Maintenance Session; Energy; Environment
  Session: 395
  Paper Number: P13-6533
• Going Green: Benefit-Cost Analysis for Potential Electric Vehicle Owners
  Authors: Kockelman, Kara
  Authors: Kockelman, Kara
  Year: 2013
  Document Type: Presentation
  Subject: AICP Certification Maintenance Session; Energy; Environment
  Session: 395
  Paper Number: P13-6535