Pike Research Finds Consumers Are High on PHEVs

According to a new survey from Pike Research, prospective consumer interest in plug-in hybrid electric vehicles (PHEVs) is solid, with 48 percent of respondents stating that they would be "extremely" or "very" interested in purchasing a PHEV with a 40-mile range on a single charge.

"Plug-in hybrids match the driving requirements of most consumers we surveyed," says Clint Wheelock, Pike Research managing director. "Eighty-two percent of respondents drive 40 miles or less per day, with an average daily driving distance of 27 miles."

Other key findings are as follows:

  • 85 percent of consumers stated that improved fuel efficiency would be an important factor when choosing their next vehicle.
  • 65 percent of survey respondents interested in PHEVs expressed a willingness to pay a premium price, over and above the price of a standard gasoline vehicle, with an average premium of 12 percent.
  • Consumers indicated that the availability of workplace, private, and public vehicle charging stations in their local area would be very important.
  • 79 percent of consumers would be interested in investing in a fast-charging outlet for their home; however, willingness to pay is out of line with industry expectations.
Pike Research's report, "Electric Vehicle Consumer Survey" analyzes results from a Web-based survey of 1,041 U.S. consumers. The report includes a detailed analysis of consumer demand and willingness to pay for PHEVs and their associated vehicle charging infrastructure. Segmentation analysis includes an examination of demand within different demographic and behavioral groups.

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