Strategically Targeting Plug-In Electric Vehicle Rebates and Outreach Using “EV Convert” Characteristics

Brett D H Williams,John B Anderson

doi:10.3390/en14071899

Brett D H Williams, John B Anderson

Open Access

https://doi.org/10.3390/en14071899

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Journal: Energies	Publication Date: Mar 30, 2021
Citations: 1	License type: CC BY 4.0

Affiliation: Fraunhofer USA Center for Sustainable Energy Systems

Abstract

To expand markets for plug-in electric vehicles (EVs) beyond enthusiastic early adopters, investments must be strategic. This research characterizes a segment of EV adoption that points the way toward the mainstream: EV consumers with low or no initial interest in EVs, or “EV Converts.” Logistic regression is utilized to profile EV Convert demographic, household, and regional characteristics; vehicle-transaction details; and purchase motivations—based on 2016–2017 survey data characterizing 5447 rebated California EV consumers. Explanatory factors are rank-ordered—separately for battery EVs (BEVs) and plug-in hybrid EVs (PHEVs), to inform targeted outreach and incentive design. EV Converts tend to have relatively “lower” values on factors that might have otherwise “pre-converted” them to EV interest: hours researching EVs online; motivation from environmental impacts and carpool-lane access; and solar ownership. PHEV Converts more closely resemble new-car buyers than other EV adopters, and BEV Converts actually tend to be younger and less-frequently white/Caucasian than new-car buyers. BEV Converts also tend to: lack workplace charging, be moderately motivated by energy independence, and reside in Southern California or the Central Valley. Predictors that not only help target consumers, but also help convert them, include rebates for BEV consumers and, modestly, fuel-cost savings for PHEV consumers.

Highlights

The rebated plug-in hybrid EVs (PHEVs) and battery EVs (BEVs) consumer populations are the baseline against which findings about PHEV Convert and BEV Convert segments should be compared
A regression result that the odds of being an electric vehicles (EVs) Convert are increased with younger age should not be thought of as “young people.”
Each EV Converts segment is a margin of existing EV adoption that might be strategically grown to advance adoption more toward, or even beyond, the mainstream

Summary

Introduction

This research begins to address an important gap in our understanding of how to strategically expand EV markets by exploring the intersection between “what is working” in EV markets (current adoption), and “where EV markets need to go for commercialization to be more widespread” (beyond enthusiastic early adopters). It asks not just “Who is adopting?” but “Which segments of that adoption inform strategies for moving forward?” and not just “Where do we need to end up?” but “What steps point the way?” How can EV markets move in a targeted way beyond enthusiasts and toward the mainstream?

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Results