Research organisation GFK recently released the results of a 2013 survey on electric vehicles (EVs) that focused on consumer attitudes in six different countries.
The research found that the strongest market opportunities lie in Japan and Russia where three-quarters or more of those responding had a favourable impression of electric vehicles. Spain comes in third with two-thirds having a favourable opinion. Researchers placed the US in fifth position, with only 36 per cent holding a favourable impression of EVs, while China comes last with only one in six holding a favourable impression of the electric vehicle.
GFK’s analysis states that the main barrier is that EVs are seen as having a high purchase price and high maintenance costs. Customers in the US are not willing to pay more for electric cars compared to conventional engine cars, and they would like to see a wider range of choices.
GFK’s Don DeVeaux noted: “In Japan, which has by far the highest familiarity with EVs, it is the direct personal benefits that are most associated with them, such as ‘easy to operate,’ ‘safe’ and ‘reliable.’ But in the USA, China, Russia, France, and, to a lesser extent, Spain, it’s the other way around. In these markets, most respondents associate EVs primarily with the indirect benefit of ‘low emissions’ and have little perception of them as delivering direct personal benefits. If manufacturers focus on promoting the direct personal benefits of their electric vehicles in these countries, they will open up significant opportunities.”
The research found that the strongest market opportunities lie in Japan and Russia where three-quarters or more of those responding had a favourable impression of electric vehicles. Spain comes in third with two-thirds having a favourable opinion. Researchers placed the US in fifth position, with only 36 per cent holding a favourable impression of EVs, while China comes last with only one in six holding a favourable impression of the electric vehicle.
GFK’s analysis states that the main barrier is that EVs are seen as having a high purchase price and high maintenance costs. Customers in the US are not willing to pay more for electric cars compared to conventional engine cars, and they would like to see a wider range of choices.
GFK’s Don DeVeaux noted: “In Japan, which has by far the highest familiarity with EVs, it is the direct personal benefits that are most associated with them, such as ‘easy to operate,’ ‘safe’ and ‘reliable.’ But in the USA, China, Russia, France, and, to a lesser extent, Spain, it’s the other way around. In these markets, most respondents associate EVs primarily with the indirect benefit of ‘low emissions’ and have little perception of them as delivering direct personal benefits. If manufacturers focus on promoting the direct personal benefits of their electric vehicles in these countries, they will open up significant opportunities.”
