Americans Want to Give Electric Vehicles a Test Drive,
New CEA Study Reports
ARLINGTON, Va., Aug 23, 2010 -- BUSINESS WIRE
Forty percent of consumers report they are likely to test drive an
electric vehicle, according to a new study of online American adults
from the Consumer Electronics Association (CEA)(R). The study, Electric
Vehicles: The Future of Driving, suggests electric vehicles entice
consumers with improved environmental quality and potential cost
savings, but leave them with questions about battery life and
convenience of battery charging.
Consumers are open to considering an electric vehicle in the future,
with 42 percent reporting they are likely to follow news reports about
electric vehicles. However, overall awareness of the various types of
alternative vehicles remains low. While nearly one-third (32 percent)
report they are familiar, or very familiar, with hybrid vehicles, only
about one-quarter are familiar with electric-powered vehicles (25
percent).
For the first time, electric vehicles will be featured at the 2011
International CES, showcasing a full range of high- and low- speed
vehicles, energy storage devices and charging equipment. This new CES
TechZone will feature major automotive companies, including Audi, in the
Las Vegas Convention Center's North Hall.
Those consumers who are open to buying an electric vehicle cite the
positive environmental impact and potential cost savings as primary
reasons to do so. More than three-quarters of those surveyed (78
percent) said the vehicle's ability to run without gasoline is the
greatest advantage, followed by less pollution (67 percent), and the
lack of need for oil changes and tune-ups (60 percent).
"For a new product category, interest in electric vehicles is strong and
likely to grow as more vehicles enter the market and consumers become
more aware of them," said Chris Ely, CEA's manager of industry analysis.
"Manufacturers, dealers and other sellers will need to emphasize mileage
and battery-related specifications when promoting and selling electric
vehicles."
According to the study, consumers perceive several disadvantages about
electric vehicles. Concerns about mileage potential before needing to
recharge (50 percent) and battery life (34 percent) top the list. Cost
of the vehicle, reliability and availability of charging stations are
also key concerns many consumers have.
The study finds running out of battery power on the road (71 percent),
lack of charging stations and/or not being able to recharge (66 percent)
and limited mileage (59 percent) are the most common perceived
disadvantages with electric vehicles. Home charging stations may also
impact purchase decisions. Half of consumers (51 percent) would be less
likely to consider purchasing an electric vehicle if they would have to
install special charging equipment for the batteries.
"Environmental benefits, coupled with potential cost savings in fuel and
tune-ups, will lead to increased interest for electric vehicles and
potential floor traffic at dealerships," said Ely. "But concerns
regarding battery life, charging stations and limited mileage may keep
some consumers away until a comprehensive infrastructure is in place."
Electric Vehicles: The Future of Driving (August 2010) was conducted
from May 27 -- June 3, 2010. It was designed and formulated by CEA
Market Research, the most comprehensive source of sales data, forecasts,
consumer research and historical trends for the consumer electronics
industry. Please cite any information to the Consumer Electronics
Association (CEA)(R). The complete report is available free to CEA
member companies at members.CE.org. Non-members may purchase the study
for $699 exclusively at mycea.CE.org.
About CEA:
The Consumer Electronics Association (CEA) is the preeminent trade
association promoting growth in the $175 billion U.S. consumer
electronics industry. More than 2,000 companies enjoy the benefits of
CEA membership, including legislative advocacy, market research,
technical training and education, industry promotion, standards
development and the fostering of business and strategic relationships.
CEA also sponsors and manages the International CES -- The Global Stage
for Innovation. All profits from CES are reinvested into CEA's industry
services. Find CEA online at www.CE.org.
UPCOMING EVENTS
-- 2010 CEA Industry Forum October 17-20, 2010, San Francisco, CA
-- i-stage October 18, 2010, San Francisco, CA
-- Digital Hollywood Fall October 18-21, 2010, Santa Monica, CA
-- CES New York Press Preview featuring CES Unveiled @ NY November 9,
2010, New York, NY
-- Future of Television East November 19, 2010, New York, NY
-- 2011 International CES January 6-9, 2011, Las Vegas, NV
SOURCE: Consumer Electronics Association (CEA)
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