Who is buying electric vehicles in Australia? A study of early adopters

Abstract

ABSTRACT To design relevant policy measures and incentives to accelerate the uptake of electric vehicles in Australia, it is important to understand who the early adopters of electric vehicles are, their reasons for choosing an electric vehicle and their levels of satisfaction in driving, charging locations, home charging and other experiences. This article presents the results of a survey of early adopters in Queensland, Australia. The data have been analysed to understand the socio-demographic profiles of early adopters and to explore variations between two groups of adopters: Tesla owners, having the highest uptake of battery electric vehicles in Australia, and non-Tesla owners of battery electric vehicles and plug-in hybrid electric vehicles. The analysis suggests that both groups of early adopters are predominantly male, university educated and have substantially higher incomes than the state average. Peer and media influences, and having a test drive, play a significant role in owning a Tesla.