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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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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”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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The Electric Cars People Plan to Buy Next

3.

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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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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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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


No, I would like to choose a fuel vehicle




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


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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93%

US & CANADA

TESLA DRIVERS

Will you choose an EV when you buy/lease another car?

UNITED KINGDOM





Not yet sure


95%

1%

0%

0%

0%

0%

5%

3%

0%

0%

2%

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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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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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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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The Electric Cars Consumers Considered… But Didn’t Buy

4.

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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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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

DEMANDS, DESIRES & DREAMS · 11 Electric Car Drivers Desires, Demands, & Dreams Tesla Model 3 Other...

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