NEW YORK -- Electric cars--encompassing the gamut of products from traditional hybrids, plug-in hybrids and pure electric vehicles (EVs)--have seen some impressive benchmarks come and go in recent years; 2013 and 2014 each saw sales for this segment exceeding the half-million mark, and 2015 is on track for a repeat.
As of the end of July, nearly 290,000 vehicles with a battery generating at least some of their momentum have been sold in the United States, including nearly 120,000 plug-in models (whether pure electrics or plug-in hybrids).
But while that is a large number of vehicles, 2015 sales numbers to date still represent the same 3% of total U.S. vehicle sales seen in 2012, before some major players joined the charge.
Just under half of American car owners (or anticipated owners) say they would consider a traditional hybrid the next time they are in the market for a new vehicle (48%, identical to 2013 findings); they had lower consideration levels for plug-in vehicles, whether they be hybrids (29%, up two percentage points) or pure electrics (21%, also up two points). An additional two in 10 would consider a diesel (19%, up three points), while 35% would consider a smaller or gas-powered vehicle to save on operating costs (down three points).
These are among the findings from a Harris Poll of 2,225 U.S. adults (aged 18 and older) surveyed online from May 20-26, 2015.
Most of these vehicles appeal more to some groups than to others:
- Millennial drivers are more likely than their elder counterparts to consider a traditional hybrid, with 57% saying they would consider one (vs. 49% of generation Xers, 43% of baby boomers and 38% of matures). This same trend holds true for plug-in hybrids (39% vs. 28%, 22% and 23%) and pure electrics (34% vs. 17%, 14% and 11%), as well as for diesel vehicles (27% vs. 16%, 17% and 9%).
- Men are more likely than women to consider an electric vehicle (25% men, 17% women) and more than twice as likely to indicate that they would consider a diesel (28% men, 11% women).
- Distance drivers–those who travel more than 50 miles in an average day–are especially likely to say they’d consider a plug-in hybrid (38%, vs. 28% of those traveling 30 miles or less in a typical day), a pure electric (32% vs. 18%) or a diesel (28% vs. 17%).
- Democrats and Independents are more likely than Republicans to consider a traditional hybrid (53% Democrats, 52% Independents and 42% Republicans), a plug-in hybrid (34%, 32% and 20%) or a pure electric (26%, 25% and 10%).
When asked to select their top concerns related to pure EVs, price (67%) and range (64%) rise to the top, followed by repair/maintenance costs (58%), reliability (53%), performance/power (50%) and the fact that it’s still new technology (42%).
- Price (73% matures, 71% baby boomers, 63% each generation Xers and millennials) and range (75%, 75%, 58% and 52%) are especially strong concerns among older Americans.
American drivers’ top concern when considering a new vehicle--reliability, which 93% rate “very important”--is not among the top barriers standing in the way of EV adoption.
In addition to being the top barrier to EV adoption, purchase cost is the second most important consideration when looking at a new vehicle (with 81% considering it very important). Right now hybrids and EVs still come at a premium when shopped against otherwise comparable vehicles, but those comparative costs are slowly going down. Time will tell whether this might lead to stronger sales.
Click here for additional demographic and regional breakdowns.
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