DEMANDS, DESIRES & DREAMS · 11 Electric Car Drivers Desires, Demands, & Dreams Tesla Model 3 Other...
Transcript of DEMANDS, DESIRES & DREAMS · 11 Electric Car Drivers Desires, Demands, & Dreams Tesla Model 3 Other...
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Electric Car Drivers: Desires, Demands, & Dreams
DECEMBER 2019
ELECTRIC CAR DRIVERSDEMANDS, DESIRES & DREAMSPREV I EW
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Electric Car Drivers: Desires, Demands, & Dreams
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Table of Contents
1. Executive Summary
2. Survey Populations
3. The Electric Cars People Plan to Buy Next
4. The Electric Cars Consumers Considered… But Didn’t Buy
5. The Car Classes, Range & Features in High Demand with EV drivers
6. Top Electric Car Benef its & Top Misconceptions
7. EV Charging & Driving Range
8. EV Ownership + Solar & Energy Conservation
9. New vs. Used vs. Leasing
10. Conclusions
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Electric Car Drivers: Desires, Demands, & Dreams
”One of the things I love about your writing
is that you really care about getting the details
right, and you really understand things well,
which is awesome.”
Elon Musk
Talking to CleanTechnica Director and report author
Zach Shahan on a Tesla conference call
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Electric Car Drivers: Desires, Demands, & Dreams
The Electric Cars People Plan to Buy Next
3.
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Electric Car Drivers: Desires, Demands, & Dreams
Probably the most interesting question we ask
year after year is one of the simplest: “What do you
think your next EV model will be?” It is particularly
interesting because it gives us a strong sense of
where the market is headed, and combined with
answers to some other questions (see the next
chapter) it also tells us a bit about what features
and specs matter the most to EV buyers.
As in previous surveys, for almost every
population group, the #1 response was the Tesla
Model 3. However, the Tesla Model Y has surged
into a close race with its older Model 3 sibling,
and it was the dominant response among Tesla
owners (most of whom already owned a Model
3). The Model Y also won the #1 position for that
question among general-population EV owners,
again seemingly because the largest portion of
those people already had the Tesla Model 3. Other
popular models, depending on the region and
group, were the Nissan LEAF, Hyundai Kona EV, Kia
Niro EV, Chevy Bolt, and Renault Zoe.
Also, as in previous years, buyers in specific EV
groups were more likely to stick to that group than
buyers from other EV groups. Put more simply,
Chevy Bolt and Nissan LEAF owners were more
likely than Tesla owners to buy a Bolt or LEAF as
their next EV, and Tesla owners were more likely
than plug-in hybrid owners to buy a Tesla next —
as just two examples of this general pattern.
For almost every population group, the #1 response was the
Tesla Model 3.
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Electric Car Drivers: Desires, Demands, & Dreams
Tesla Model 3
Other
Huyndai Kona EV
VW ID Buzz
VW ID Crozz
VW e-Golf
Porsche Taycan
Tesla Model Y
Nissan LEAF
Kia Soul EV
Tesla Cybertruck
Chrysler Pacifica Hybrid
MINI Electric
Volkswagen ID.3
Chevy Volt
Hyundai Ioniq EV
Toyota Prius Prime/PHEV
Chevy Bolt
Tesla Model S
Kia Niro EV
BMW i3
Tesla Model X
I will not buy another car
Mitsubishi Outlander PHEV
20%
13%
6%
2%
1%
1%
1%
16%
7%
2%
1%
1%
1%
2%
1%
1%
1%
8%
4%
5%
2%
1%
1%
1%
EV DRIVERS
What do you think your next EV model will be?
US & CANADA
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Electric Car Drivers: Desires, Demands, & Dreams
US & CANADA
PHEV DRIVERS
EV DRIVERS
Will you choose an EV when you buy/lease another car?
Yes, I would like to choose a BEV
Yes, I would like to choose a BEV
No, I would like to choose a fuel vehicle
No, I would like to choose a fuel vehicle
I will not buy another car
I will not buy another car
Yes, I would like to choose a PHEV
Yes, I would like to choose a PHEV
Not yet sure
Not yet sure
No, I would like to choose a non-plug-in hybrid vehicle such as Toyota Prius or Camry hybrid
No, I would like to choose a non-plug-in hybrid vehicle such as Toyota Prius or Camry hybrid
91%
74%
72%
20%
14%
0%
0%
0%
1%
0%
0%
0%
1%
7%
1%
0%
0%
4%
2%
5%
4%
UNITED KINGDOM
98%
0%
0%
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Electric Car Drivers: Desires, Demands, & Dreams
93%
US & CANADA
TESLA DRIVERS
Will you choose an EV when you buy/lease another car?
UNITED KINGDOM
Yes, I would like to choose a BEV
No, I would like to choose a fuel vehicle
I will not buy another car
Yes, I would like to choose a PHEV
Not yet sure
No, I would like to choose a non-plug-in hybrid vehicle such as Toyota Prius or Camry hybrid
95%
1%
0%
0%
0%
0%
5%
3%
0%
0%
2%
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Electric Car Drivers: Desires, Demands, & Dreams
Tesla
Nissan
Renault
Volvo
Dyson
Opel
Hyundai
Volkswagen
Honda
Peugeot
Smart
Jaguar
Polestar
Rivian
Audi
Kia
BMW
Other
Mitsubishi
Toyota
Mercedes-Benz
54%
33%
13%
4%
4%
2%
37%
30%
6%
4%
2%
4%
2%
3%
2%
32%
11%
11%
4%
3%
2%
When you buy your next EV, which brand are you likely to choose? Up to 3 answers.
UNITED KINGDOM
EV DRIVERS
Simply asking about preferred brand for their
next EV, Tesla drivers almost uniformly expected
to get another Tesla, whereas non-Tesla pure-EV
drivers and PHEV drivers were quite varied in their
brand of choice.
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Electric Car Drivers: Desires, Demands, & Dreams
Tesla
Tesla
Hyundai
Volvo
Polestar
Audi
Other
BMW
Mercedes-Benz
Volkswagen
Kia
Dyson
Volvo
Porsche
Audi
BAIC
Hyundai
Volkswagen
Polestar
Jaguar
Kia
Nissan
Jaguar
43%
100%
36%
10%
7%
10%
7%
5%
5%
5%
43%
14%
7%
10%
7%
5%
5%
14%
10%
7%
10%
7%
10%
Asked about how much respondents
expected their next EV to cost, American and
Canadian answers from non-Tesla EV drivers
(pure EV drivers and PHEV drivers) fell in
a rather perfect bell curve, with the peak in the
PHEV DRIVERS
TESLA DRIVERS
$30,000–40,000 price range, the same as with
the market as a whole. Tesla drivers, as assumed,
expected to spend more money, a full 84%
selecting one of the higher price ranges.
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Electric Car Drivers: Desires, Demands, & Dreams
UNITED KINGDOM
US & CANADA
How much do you expect your next EV to cost?
Below $20,000
$30,000-$40,000
$60,000-$70,000
$20,000-$30,000
$50,000-$60,000
$40,000-$50,000
More than $70,000
20% 21% 0%
30% 29% 18%
3% 0% 25%
23% 7% 0%
7% 0% 18%
16% 43% 40%
1% 0% 5%
Below $20,000
$30,000-$40,000
$60,000-$70,000
$20,000-$30,000
$50,000-$60,000
$40,000-$50,000
More than $70,000
EV DRIVERS
EV DRIVERS
PHEV DRIVERS
PHEV DRIVERS
TESLA DRIVERS
TESLA DRIVERS
9%
37%
3%
18%
8%
22%
2%
7%
38%
3%
19%
10%
21%
3%
1%
13%
12%
2%
24%
30%
19%
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Electric Car Drivers: Desires, Demands, & Dreams
The Electric Cars Consumers Considered… But Didn’t Buy
4.
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Electric Car Drivers: Desires, Demands, & Dreams
Perhaps the most fascinating new question this
year concerned the electric cars people didn’t
buy. We asked EV owners which other electric car
models they considered before deciding on the
car they bought. I was surprised to see how much
people actually cross-shopped across classes
while considering which electric vehicle to buy.
Many buyers across ownership groups and regions
considered the Nissan LEAF and BMW i3 (more so
the LEAF). In Europe, it was common to consider
the Renault Zoe, and in the US & Canada, it was
common to consider the Chevy Bolt and Chevy
Volt. Some additional comparisons common for
specific groups were as follows:
Many UK Tesla buyers also considered the Model S.
Many UK non-Tesla BEV buyers also considered
the Hyundai Ioniq EV.
Many UK buyers also considered the Mitsubishi
Outlander PHEV.
Many North American Tesla buyers also
considered the Tesla Model S.
Many North American non-Tesla BEV buyers
also considered the Tesla Model 3.
A fair number of North American plug-in hybrid
buyers also considered the Toyota Prius Prime
and the Tesla Model 3.
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Electric Car Drivers: Desires, Demands, & Dreams
UNITED KINGDOM
19%
27%
18%
29%
Yes
Yes
Yes
Yes
81%
73%
82%
71%
No
No
No
No
US & CANADA
Did you compare your current EV with other EVs when buying/leasing? If yes, pleace specify the model(s) you compared
PHEV DRIVERSEV DRIVERS
Did you compare with a fuel vehicle when buying/leasing the EV?
PHEV DRIVERS
TESLA DRIVERS
20% 20%Yes Yes80% 80%No No