Print 47 comment(s) - last by Mint.. on Dec 7 at 11:18 AM

They also don't want to pay much more than a dollar for a public quick charge

A new survey shows that many consumers are not willing to pay over $25,000 for an electric vehicle (EV) or plug-in hybrid.
Colorado-based consulting firm Navigant Research recently released the results of its Electric Vehicle Consumer Survey, which showed 71 percent of consumers surveyed wouldn’t buy EVs priced over $25,000. It also showed that 43 percent wouldn't spend over $20,000 for a new EV or plug-in hybrid. 
The survey holds results from 1,084 participants total. 
Those in the 43 percent not willing to spend over $20,000 will likely have a more difficult time in the EV market, but some vehicles -- like the all-electric Nissan Leaf -- fall into the sub-$25,000 category that would appeal to most consumers. 
The 2013 Nissan Leaf saw a $6,400 U.S. price cut earlier this year to $29,650. After the $7,500 federal tax credit is applied, it falls at $22,150. 

This price drop helped the Leaf quite a bit this year when it comes to sales. Through October, U.S. sales of the Leaf are more than two-and-a-half times higher than the year-ago period with 18,078 units sold. 

The survey also noted that 67 percent of participants have a positive opinion on hybrids in general while 61 percent have favorable views on EVs.

As far as specific models, the Chevrolet Volt had the highest familiarity with 44 percent of respondents saying that they're "somewhat familiar" with it while only 6 percent said they're "extremely familiar." The Leaf, on the other hand, had 31 percent who were "somewhat familiar" while less than 5 percent were "extremely familiar."

The survey also said that about 40 percent showed interest in public charging stations, but over half said they would use a quick charge unit only if it was free or less than $1, while just 16 percent would be willing to spend more than $2 for a 15-minute charge.

Navigant Research predicts that 30,195 EVs and 59,106 plug-in hybrids will ship this year. By the end of the decade, it expects shipments of 130,641 EVs and 210,772 plug-in hybrids.

Source: Automotive News

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By Dr of crap on 12/2/2013 1:06:45 PM , Rating: 2
And everyone told the truth about the survey.

Won't pay $2 to charge up - really? Do these people know the cost to FILL up??

RE: Yea
By otherwise on 12/2/2013 1:13:46 PM , Rating: 2
This is what happens when the huge majority of your marketing is focused on making a value proposition.

RE: Yea
By MightyAA on 12/2/2013 5:21:18 PM , Rating: 2
lol. true. The other funny to me is those that bother to do a survey or even pick up the phone for a survey aren't exactly representing the norm (who avoid surveys and poll calls like the plague).

RE: Yea
By kattanna on 12/2/2013 1:41:53 PM , Rating: 2
well.. it does qualify it as a 15 minute charge..

and just how much of a charge are they going to get in 15 minutes? not a whole lot im betting

RE: Yea
By fic2 on 12/2/2013 2:04:56 PM , Rating: 2
That is what I was wondering. If they put it into miles instead of minutes they might get a better response.
i.e. would you be willing to pay $1 for 100 mile charge?

RE: Yea
By Griffinhart on 12/3/2013 10:25:21 AM , Rating: 2
The 2013 Chevy Volt got a 38 mile range on battery only mode. If you didn't run the heater or AC. And the cost to charge it's 16KWH battery will cost about $2.60 a charge. About the same cost as a car that gets 40MPG.

RE: Yea
By foxalopex on 12/3/2013 12:32:19 PM , Rating: 2
The volt doesn't use its entire 16 kwh battery, it always reserves some from the top and bottom which greatly reduces the wear and tear on a Lithium battery. An actual full charge is about ~10 KwH, 12 if you count losses. In my area power is 6 cents a KwH so conservatively, I'm paying the equivalent of $1 for 40 miles. Gas is nowhere near $1 a gallon.

RE: Yea
By Dr of crap on 12/3/2013 12:35:22 PM , Rating: 2
Just had to put a Volt reference in this, didn't you!

RE: Yea
By DT_Reader on 12/2/2013 3:15:50 PM , Rating: 4
I think part of the problem is what I call the Internet Affect: when something is given away free it soon has no value. The first charging stations are free, so that sets the public's expected price point. After years of free news at other sites, why should I subscribe to your news site? After years of free charging all over the city, why should I pay for your charging station? The fact that the free charging stations were from a time when you could count the number of electric cars on one hand, and now Nissan alone is selling thousands of them, doesn't matter. Plus, when you charge at home you know it's costing you something, but you don't see it as a separate line item on your bill so subconsciously it's "free". It's a perception problem.

RE: Yea
By vol7ron on 12/3/2013 9:24:47 AM , Rating: 2
But then you have a body, like the government, that may step in and put a spin on it to break that perception. "We'll let you vote on it; we can keep prices as they are, or increase them by half a cent so that we can put in a new lane on the highway, or a bridge, or to cover EV inspections to make them safer." That half-cent, nominal figure, was all that was needed to change people's view on the matter and over time it grows and becomes $0.05 and more as new reasons present themselves.

...and that's the story of today's gas tax

RE: Yea
By Keeir on 12/2/13, Rating: 0
RE: Yea
By Reclaimer77 on 12/2/13, Rating: 0
RE: Yea
By Spuke on 12/2/2013 3:48:18 PM , Rating: 2
Ah the "everyone else is stupid" defense. How totally not elitist and apologist...
This is pretty much how I'm reading these responses. I'll add that the responses here implying this are irrelevant mainly because if the "stupid people" don't buy EV's, they don't go anywhere. So guess what? Those charging stations MUST be $1 or less, EV's MUST be $25k or less to get the buying public in them PERIOD. No amount of huffing and puffing and name calling will get this done. One of the things I LOVE about the general public is they don't care what elitist, extremist wackos think of them!!

RE: Yea
By Dr of crap on 12/3/2013 12:39:30 PM , Rating: 2
LMFOA - Classic, can I use that line!!!

RE: Yea
By Mint on 12/2/2013 4:09:03 PM , Rating: 2
That's why the EV industry needs to adopt the smartphone sales model. How far would S4 sales tank if consumers had to pay $600+ up front?

Bill people $3 per 50 miles, i.e. cheaper than a Prius' gas bill, and you have a moneymaker for life. You can easily knock off $5k from the MSRP and make twice that over the life of the car.

RE: Yea
By Solandri on 12/3/2013 3:19:43 AM , Rating: 2
Bill people $3 per 50 miles, i.e. cheaper than a Prius' gas bill,

Depreciation is higher than that. If a $25,000 car is worth $5,000 after you've put 100,000 miles on it, then it depreciates at $0.20 per mile, or $10 for 50 miles. (It's actually a bit more complicated since the depreciation isn't linear, but you get the point.) Then you have to factor in maintenance and insurance.

I agree with what you're saying, but I think if done properly it would just confuse people more. They're going to end up comparing the energy+depreciation cost per mile for EVs, vs just the energy cost per mile for gasoline. Because somehow the cost of using a car is "free" if you own it. That's actually the exact comparison which makes the limited range and long recharge times of EVs a non-factor. All you do is buy an EV for your daily driving, and the few times you need to make a long trip you rent a gasoline car. But people always leave out the depreciation cost of using their personal vehicle on a long trip when comparing to the cost of renting, making renting look more expensive when it's frequently cheaper.

So you're right, but the way most people think about cost for depreciating assets is so screwed up it's not going to work. You're not gonna get a fair comparison out of it any way you cut it.

RE: Yea
By JediJeb on 12/4/2013 10:59:34 AM , Rating: 2
I guess that works out for the bulk of auto buyers on the depreciation. In my case I paid $18,000 for my truck in 1996 and now it is worth $2000 with 245,000 miles on it.

Depreciation per mile driven works out to $0.065/mile which is far less than $0.20/mile. It also come down to less than $1000 per year depreciation because I have had it so long, and if I keep it to 20 years like I plan then it will be even better since the assessed value has actually started to go up instead of down due to inflation.

Energy cost per mile would be very complicated to work out since when I bought the truck gas was selling for less than $1/gallon.

Repair cost has been a grand total of about $2000 for 245,000 miles or $0.008/mile. I wonder how the repair cost will average out for current EVs once battery replacements get factored in?

RE: Yea
By foxalopex on 12/4/2013 3:36:42 PM , Rating: 2
I think most folks misunderstand how Lithium batteries work. The reason why most consumer lithium batteries fail is that they are overheated, completely discharged or charged all the time. Most of the better EV's like the Volt use a liquid cooling / heating system to prevent the battery from going to extremes and they also don't use the entire battery. The Volt's pack is 16 kwh but you're only allowed to use 10.5 kwh of it.

I have a Sony Z series laptop that has the ability to stop charging the lithium battery at 50% and I leave it plugged in all the time. After 3 years, my battery wear is at 1%. In comparison my older Asus laptop which didn't have this feature had about 10% battery wear after 3 years.

I wouldn't be surprised if the Volt's battery pack will last it at least 20 years, and even then it can be recycled and used in other applications. A Volt battery pack can technically power an entire house.

RE: Yea
By Mint on 12/7/2013 2:27:25 AM , Rating: 1
Depreciation is there for all cars, so I don't see what point you're trying to prove. In the long term, EVs should depreciate slower, because used car buyers will also see the value in not needing gas, having low maintenance costs, and being more reliable, so they'll pay more.

The point of my suggestion is to create an equivalency that a consumer can easily relate to. A Prius needs ~1 gallon ($3.50-4.00 today, probably more tomorrow) per 50 miles. Most economy cars need 1.5 gal.

That costs a lot more than $3.

RE: Yea
By MightyAA on 12/2/2013 5:41:26 PM , Rating: 2
You forgot a biggy. For most of us, the shelf life of a electronic gismo is about 1.5 years. Most of us have dealt with electronic gismo tech support... can’t wait for Chevy to tell me “have you turned it all the way off and checked to see if you plugged it in? Maybe if you disable the radio, gps & bluetooth, the battery will hold a charge all day long.” This has been the consumer experience......

RE: Yea
By kattanna on 12/3/2013 12:54:57 PM , Rating: 3
I actually saw something like that the other day. A bus I take for commuting is electric, and they had to .. in effect.. power cycle the whole bus to get the ticketing system back online so people could pay to get on board.

I chuckled

"Nowadays you can buy a CPU cheaper than the CPU fan." -- Unnamed AMD executive

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