better place consumer research highlights - toronto
DESCRIPTION
Findings from a consumer research study sponsored by Better Place showing strong consumer interest in electric vehiclesTRANSCRIPT
13 July, 2009
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Electric vehicles: Assessing Torontonian consumer demand
Highlights of results from multi-national consumer survey
We know Canadians love their cars
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We know Canadians love their cars
© 2009 Better Place
Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.com/photos/daveseven/2783513240/sizes/l/, http://www.flickr.com/photos/nick_knouse/707999161/sizes/l/, http://www.flickr.com/photos/nagy/116175917/sizes/l http://www.flickr.com/photos/djakartafotografi/2431822836/; used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
We know Canadians love their cars
© 2009 Better Place
Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.com/photos/daveseven/2783513240/sizes/l/, http://www.flickr.com/photos/nick_knouse/707999161/sizes/l/, http://www.flickr.com/photos/nagy/116175917/sizes/l http://www.flickr.com/photos/djakartafotografi/2431822836/; used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
We know Canadians love their cars
© 2009 Better Place
Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.com/photos/daveseven/2783513240/sizes/l/, http://www.flickr.com/photos/nick_knouse/707999161/sizes/l/, http://www.flickr.com/photos/nagy/116175917/sizes/l http://www.flickr.com/photos/djakartafotografi/2431822836/; used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
But, these cars are the source of
critical challenges…
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But, these cars are the source of
critical challenges…
air pollution
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But, these cars are the source of
critical challenges…
air pollution
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climate change
But, these cars are the source of
critical challenges…
air pollution
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climate change
dependence on OIL
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We wanted to understand car buyers’ perspectives…
How concerned are they about these challenges?
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How concerned are they about these challenges?
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Are they willing to give up their gas cars?
How concerned are they about these challenges?
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Are they willing to give up their gas cars?
Are they ready to embrace electric cars?
To find some answers, we surveyed more than 1,000 Torontonians…
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
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The findings may surprise you…
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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
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How concerned are you personally about air pollution? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used
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Which of the following opportunities, if any, would you like the Canada to be a leader in addressing?
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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
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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
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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
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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
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
How interested are you in purchasing an electric car for your next car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used
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EV interest is broad-based…
…strong among men and women, across the age spectrum, and across income levels
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Strong interest around the globe
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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
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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… • vehicles will meet their standards • batteries are safe, environmentally friendly, reliable
• charging is available, easy, fast
• costs are reasonable
Summary: Torontonians ready for EVs
• Torontonians are concerned about climate change, air pollution, and dependence on oil
• There is a strong desire for Canada to provide global leadership in the development of renewable energy
• Torontonians top priority in their next car is better fuel efficiency and many are looking beyond gas-only cars
• More than 1 in 3 are 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
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Appendix
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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 to have a significant role in their next car purchase decision
• Survey conducted online in March & April, 2009 by leading global market research company Ipsos
• Canada study based on stratified sample of 1,002 drivers in the Greater Toronto Area, 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 +/- 3% (expected estimates for comparable samples should be within 3% points)
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