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UC Davis ITS study suggests hastening consumer adoption of plug-ins will require innovation on the sales side

October 12, 2014

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Ratings of buyer satisfaction with the new vehicle purchase experience by phase of the purchase process from 2013 SSI buyer index scores. Source: ICCT. Click to enlarge.

A study by researchers at the Institute of Transportation Studies, UC Davis finds that buyers of plug-in vehicles (PEVs) are substantially less satisfied with the dealer purchase experience than buyers of conventional vehicles—with the notable exception of Tesla buyers. A fundamental problem appears to be divergent expectations regarding the level of support buyers receive from dealerships.

In a new working paper, the team contends that PEVs require innovation in how these products are retailed to customers as well as demanding changes in consumer behavior and relying on new support infrastructure. While the diversity of the dealer community could foster innovation in retail activities, the same diversity could also hinder the quality and pace of diffusion amongst dealers. This, in turn, the team suggests, could—through a sub-par purchase experience—hinder the quality and pace of the adoption of plug-in vehicles by customers. This dynamic may have repercussions for achieving ZEV targets and potentially other regulatory objectives, they note.

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Inaugural PlugInsights report highlights need to expand public fast charging

November 15, 2013

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The study shows that home charging is dominant. Data: PlugInsights. Click to enlarge.

Electric vehicle software and information services company Recargo Inc., has launched a plug-in vehicle (PEV) research firm—PlugInsights—which released an inaugural report addressing the experiences, behaviors and opinions around charging a plug-in vehicle in America.

The sample for the study was drawn from PlugInsights’ PEV panel, comprising more than 3,700 plug-in drivers of 17 different vehicle makes and models of plug-in hybrid, mid-range battery-electric vehicles and long-range battery electric vehicles (the Teslas), mathematically modeled to reflect the “real world”. The growing panel will be the data source for upcoming PEV studies, and will be used for custom survey and focus group research with PlugInsights clients.

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