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Findings from consumer research sponsored by Better Place showing strong consumer interest in electric vehicles
Citation preview
13 July, 2009
© 2009 Better Place
Electric vehicles: Assessing Israeli consumer demand
Highlights of results from multi-national consumer survey
We know Israelis love their cars
© 2009 Better Place
Image credits: Gahl Rinat, http://www.flickr.com/photos/naama/52740040/, http://www.flickr.com/photos/jacobrask/8424554/, http://commons.wikimedia.org/wiki/File:EM-susita-12-50-2.jpg/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
We know Israelis love their cars
© 2009 Better Place
Image credits: Gahl Rinat, http://www.flickr.com/photos/naama/52740040/, http://www.flickr.com/photos/jacobrask/8424554/, http://commons.wikimedia.org/wiki/File:EM-susita-12-50-2.jpg/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
We know Israelis love their cars
© 2009 Better Place
Image credits: Gahl Rinat, http://www.flickr.com/photos/naama/52740040/, http://www.flickr.com/photos/jacobrask/8424554/, http://commons.wikimedia.org/wiki/File:EM-susita-12-50-2.jpg/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
We know Israelis love their cars
© 2009 Better Place
Image credits: Gahl Rinat, http://www.flickr.com/photos/naama/52740040/, http://www.flickr.com/photos/jacobrask/8424554/, http://commons.wikimedia.org/wiki/File:EM-susita-12-50-2.jpg/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
But, these cars are the source of
critical challenges…
© 2009 Better Place
But, these cars are the source of
critical challenges…
air pollution
© 2009 Better Place
But, these cars are the source of
critical challenges…
air pollution
© 2009 Better Place
climate change
But, these cars are the source of
critical challenges…
air pollution
© 2009 Better Place
climate change
dependence on OIL
© 2009 Better Place
We wanted to understand car buyers’ perspectives…
How concerned are Israelis about these challenges?
© 2009 Better Place
How concerned are Israelis about these challenges?
© 2009 Better Place
Are they willing to give up their gas cars?
How concerned are Israelis about these challenges?
© 2009 Better Place
Are they willing to give up their gas cars?
Are Israelis ready to embrace electric cars?
To find some answers, we surveyed more than 1,500 Israelis…
Sample stratified on age, gender, and income to represent local markets; screened for their role in the decision to purchase their curent car or their expected role in the selection of their next car; Study conducted during March and April 2009, by IPSOS, the global leader in market research
© 2009 Better Place
Image credit: http://www.flickr.com/photos/jamescridland/613445810/sizes/l/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
The findings may surprise you…
© 2009 Better Place
© 2009 Better Place
are personally concerned about dependence on oil.
How concerned are you personally about energy/oil dependence? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used
© 2009 Better Place
How concerned are you personally about [air pollution, climate change]? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used
© 2009 Better Place
Which of the following opportunities, if any, would you like the Israel to be a leader in addressing?
© 2009 Better Place
Which of the following would you want to see significantly improved compared to your current car the next time you purchase a car? (pick 3 from list that includes greater safety, reliability, maintenance costs, etc.)
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place
Which of the following would you want to see significantly improved compared to your current car the next time you purchase a car? (pick 3 from list that includes greater safety, reliability, maintenance costs, etc.)
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place
How interested would you be in test driving an electric car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place
Which of these types of cars would you consider for your next purchase? (gas, hybrid, ev options available)
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place
How interested are you in purchasing an electric car as your next car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place
EV interest is broad-based…
…strong among men and women, across the age spectrum, and across income levels
Image credit: http://www.flickr.com/photos/aigarius/542611389/sizes/l/; Used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
© 2009 Better Place
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
They need assurance that… • costs are reasonable
• vehicles will meet their standards
• batteries are safe, environmentally friendly, reliable
• charging is available, easy, fast
Strong interest around the globe
© 2009 Better Place
30%
35%
39%
40%
57%
United States
Canada**
Australia*
Denmark
Israel
* Sydney/Central Coast, Melbourne/Geelong, Brisbane/Gold Coast ** Greater Toronto area
How interested are you in purchasing an electric car as your next car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used
Summary: Israelis ready for EVs
• Israelis are concerned about climate change, air pollution, and dependence on oil
• There is a strong desire for Israel to provide leadership in the development of renewable energy
• Israelis’ top priority in their next car is better fuel efficiency and the majority are looking beyond gas-only cars
• More than 1 in 2 is interested in an EV for their next car • Interest is strong and widespread among all demographic groups
and driving patterns
• There are many questions left to be answered but given the breadth of the interest… • Demand could easily outpace initial supplies • There will be significant opportunities for old and new companies to
capitalize
© 2009 Better Place
Appendix
© 2009 Better Place
Methodology
• Survey of 8,000 car owners in Israel, Denmark, US, Australia and Canada
• Participants screened for role in the decision to purchase their current car or expectation of having a significant role in their next car purchase decision
• Survey conducted online in March and April, 2009 by leading global market research company
• Israel study based on stratified sample of 1,505 Israeli drivers, designed to represent driver population on age and gender
• Provided comparable descriptions of EVs, hybrids, gas only cars
• Margin of error based on sample size +/- 2.5% (expected estimates for comparable samples should be within 2.5% points)
© 2009 Better Place 30
© 2009 Better Place
www.betterplace.com