Survey: EV Buyers Scoff at Price Tags Over $25,000
December 2, 2013 12:26 PM
comment(s) - last by
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
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
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.
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12/2/2013 3:15:50 PM
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.
12/3/2013 9:24:47 AM
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
...and that's the story of today's gas tax
"So, I think the same thing of the music industry. They can't say that they're losing money, you know what I'm saying. They just probably don't have the same surplus that they had." -- Wu-Tang Clan founder RZA
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