Perceptions Ev T

Canadians Perceptions of Canadians Electric Vehicle Technology
March 2009
POLLUTION PROBE is a nonprofit charitable organization that works in partnership with all sectors of society to protect health by promoting clean air and clean water. water Pollution Probe was established in 1969 following a gathering of 240 students and professors at the University of Toronto campus to discuss a series of disquieting pesticide-related stories that had appeared in the media. Early issues tackled by Pollution Probe included urging the Canadian government to ban DDT for almost all uses and campaigning for the clean-up of the Don River in Toronto. We encouraged curbside recycling and supported the development of the Blue Box programme. Over time, Pollution Probe focused its programmes on issues related to air quality, water pollution, energy, transportation, climate change and h human h health, lth iincluding l di a major j project j tt to remove human h sources of f mercury from f the th environment. i t Pollution P ll ti P Probes b scope has h since i expanded to include new concerns, such as the unique risks that environmental contaminants pose to children and the development of innovative tools for promoting responsible environmental behaviour. Since 2004, Pollution Probes Transportation Programme has supported the development of policies and programs to reduce greenhouse gas emissions from transportation activity in Canada. Outputs from this programme include Greenhouse Gas Emissions and Vehicle Fuel Effi i Efficiency Standards St d d for f Canada, C d a major j report t supporting ti the th development d l t of f policy li options ti to t reduce d emissions i i through th h improvements i t iin automobile technology and fleet composition. This expertise in personal vehicle fuel efficiency has recently expanded into evaluating the greenhouse gas reduction potential in commercial freight transportation. The Transportation Programme has also focused on the potential for alternative fuels and transportation infrastructure to reduce emissions of air pollutants and greenhouse gases. Outcomes from this focus include projects on Low Carbon Fuel Standards, Electric Vehicle Technology and d developing d l i an El Electric ti M Mobility bilit Master M t Plan Pl for f the th City Cit of f Toronto. T t Our O engagement t in i electric l t i vehicle hi l technology t h l and d infrastructure i f t t contributed to Pollution Probes position as a member of the Steering Committee for Canadas industry-led Electric Vehicle Technology Roadmap (evTRM). By developing potential pathways to integrate electric vehicle technology into the market, Pollution Probe identified the need to develop a better understanding of the challenges towards the adoption of electric vehicle technologies in Canada and consequently recently completed a national consumer awareness research project. Pollution Probe offers ff innovative and practical solutions to environmental issues pertaining to air and water pollution. In defining f environmental problems and advocating practical solutions, we draw upon sound science and technology, mobilize scientists and other experts, and build partnerships with industry, governments and communities. For information on Pollution Probes programme areas and publications, please visit www.pollutionprobe.org.
Canadians Perceptions of Electric Vehicle Technology
Environics
Acknowledgements gratefully y acknowledges g the funding g support pp p provided by y the Office of Hydrogen, y g Fuel Cells and Transportation p Energy gy of Pollution Probe g Natural Resources Canada (NRCan) as well as the in-kind support by Electric Mobility Canada. We also thank the following individuals for providing input to the research process: Nick Beck, Kerry Butt, Al Cormier, Mike Elwood, Derek Leebosh, Ian MacIntyre, Keith Neuman and Cheri-Anne Olsen.
For more information, please contact: Rebecca Spring Project Manager Pollution Probe 416-926-1907 x238 rspring@pollutionprobe.org Bob Oliver Executive Director Pollution Probe 416-926-1907 x231 boliver@pollutionprobe.org
Environics
Table of contents
Executive summary Research overview Awareness and knowledge of electric vehicle technology Overall awareness of and familiarity with electricpowered vehicles Familiarity with hybrids Plug-in ug hybrid yb d e electric ect c vehicles e c es ( (PHEVs) s) Interest in PHEVs Considerations and barriers to purchasing a PHEV Price considerations and incentives Battery-electric vehicles (BEVs) Perceptions of BEVs Environmental advantage of BEVs Barriers to purchasing a BEV Driver/vehicle profile 6 10 12 13 17 25 5 26 26 32 34 35 36 37 39 Appendix A: Study methodology Appendix B: Survey questionnaire Appendix C: Discussion guide 47 51 57
Environics
Executive summary
Canadians generally have very little knowledge or understanding of electric vehicle technology (EVT), both in terms of how it works and what types of EVT vehicles are currently available. Canadians seem to appreciate some of the potential benefits of EVT, such as its reduced environmental impact and lower operating costs, but at the same time believe that this technology is still in its early stages and has not yet entered the mainstream. There is significant consumer resistance to battery battery-electric electric vehicles (BEVs) at this point. The key barriers to these vehicles are limited range, long charging times and limited access to electrical outlets (especially away from home). Consumers simply do not feel ready for a vehicle that must be plugged in for a significant period of time every day, and are fearful that such a vehicle might leave them stranded. In addition to these concerns, drivers tend to want a vehicle that has some degree of versatility (in terms of passenger and cargo-carrying capability) and that allows them the flexibility to travel without advance planning. BEVs are seen as extremely limited in this regard. Consumers tend to focus disproportionately on these perceived barriers and, at the same time, tend to under-appreciate the benefits of BEVs, especially in terms of mechanical simplicity and lower maintenance and operating costs. costs Plug-in hybrids (PHEVs) would seem to be a reasonable solution to the perceived limitations of BEVs and, indeed, many drivers see PHEVs as the best of both worlds (requiring even less gasoline than a current hybrid but not having the range limitations and charging concerns associated with BEVs). Six in ten Canadians say they are at least somewhat interested in purchasing a PHEV and just under one in five are very interested. Although access to electrical outlets is still a concern for PHEVs, reliability and maintenance/operating costs are more important barriers barriers, which are perhaps a function of unfamiliarity with the technology. technology Those interested in PHEVs are prepared to pay a premium for these vehicles, but the amount is relatively small few would be prepared to pay more than a 15-percent premium for such a vehicle. The findings of this study suggest that lack of awareness of EVT (both in terms of how it works and its benefits) underlies much of the resistance to the technology. The public generally does not understand the extent of the potential cost savings associated with operating a BEV and are unclear as to the impacts of a large-scale large scale move to this technology (e (e.g., g on the environment and the electricity grid) grid). Public education must move beyond a focus on environmental qualities and lower fuelling costs, to more effectively communicate the other benefits of using EVT that are virtually unknown (e.g., no exhaust system, no transmission, no oil changes, etc.) These benefits should be reinforced. The research indicates that incentives to defray the initial price premium would be beneficial in overcoming barriers associated with higher purchase price, and that a long-term battery warranty or battery exchange program might help alleviate concerns about battery cost and lifespan.
Environics
Key findings
A Awareness and d knowledge k l d of f electric l t i vehicle hi l technology t h l

Almost nine in ten Canadians have seen or heard something about vehicles powered fully or in part by electricity, with awareness somewhat higher in Ontario and western Canada than in the east. Canadians have both positive and negative impressions of electric vehicles, with environmental benefits (on the positive side), and range and battery/charging concerns (on the negative side) emerging as key top-of-mind top of mind perceptions. perceptions Relatively few Canadians profess familiarity with electric vehicles. They are somewhat more likely to indicate awareness of how they compare with conventional vehicles than familiarity with the technology or plans for introduction. Younger Canadians, men and those living in urban areas are most likely to indicate familiarity with electric vehicles. With the exception p of the Prius, , Canadians are g generally y unable to name vehicles currently y on the road that make use of electric p power. Awareness of hybrid vehicles is generally high; more than eight in ten are aware, with men and younger drivers most likely to indicate awareness. Among those who do not currently own a hybrid, three in ten have some experience with them, either first-hand (through having driven one) or, more commonly, by knowing someone who has owned or driven one. Those who have considered purchasing a hybrid cite environmental benefits, fuel efficiency and cost savings (all in about equal number) as the reasons they have considered such a vehicle. Those who have actually purchased a hybrid generally cite these same factors, but the environmental benefit is mentioned twice as often as fuel efficiency or cost savings by this group. The initial cost of purchase is by far the biggest obstacle cited by drivers who have considered (but have not purchased) a hybrid. There is marked confusion as to the types of hybrid vehicles available today: just over half of those aware of hybrids believe gasolinepowered vehicles with an electric motor to provide more power when needed are currently available, with an equal proportion believing plug-in hybrid vehicles are currently available. Four in ten among those aware of hybrids believe battery-electric vehicles are currently available.

Environics
Key findings
Awareness and knowledge of electric vehicle technology (cont.)
Fuel efficiency and, to a somewhat lesser extent, cost savings and fewer emissions are seen as key advantages of hybrids by those aware of these vehicles. On the other hand, about half of Canadians cannot name any limitation associated with these vehicles; about one in ten cite range and purchase price as limitations. EVT awareness is similar across most driver segments, including current vehicle type.
Plug-in hybrid electric vehicles (PHEVs)

Six in ten Canadians are at least somewhat interested in purchasing a plug-in hybrid electric vehicle (PHEV), once they become available. Interest is highest in urban areas, and increases with education, and familiarity with current hybrids and with EVT in general. Interest is similar in driving a hybrid as a rental car. Interest in PHEVs is uniform across many driving behaviour segments and by type of vehicle currently driven, but is highest among those most cognizant of fuel efficiency and pollution issues, and by those who see these as important in making a vehicle choice. choice Consistent with the perceived advantages of electric-powered vehicles, nine in ten Canadians rate reduced environmental impact, reduced dependence on gasoline and savings on operating costs as important reasons to consider a PHEV. Driving a vehicle with more advanced technology is seen as a less important reason, while making a personal statement is relatively unimportant (though still seen as important by some four in ten). Reliability R li bilit and d maintenance/operating i t / ti costs t are seen as key k b barriers i t to considering id i purchasing h i a PHEV PHEV, with ith six i in i t ten or more each h considering these very important reasons not to purchase a PHEV. Purchase price and limited access to plug-in locations are also important concerns. Although lack of access to electrical outlets for vehicle charging at home is not a major barrier on an overall basis, it is more of a concern for those living in the urban core. In addition, four in ten among those who do not have easy access to an outlet right now indicate it would be one Lack of access to an electrical outlet at work is a far greater factor country difficult to install one. factor, especially in the eastern part of the country. A small majority of those with some interest in purchasing a PHEV would pay up to a 10-percent premium, while one in five would pay more than a 10-percent premium. When those not interested in purchasing a PHEV are asked to rate a number of potential incentives, support is strongest for a 10-year/160,000 km battery warranty, with just under four in ten indicating that this would definitely make them more likely to consider such as vehicle. A $2,500 t rebate tax b t and df free b battery tt charging h i stations t ti iin th the community it are also l strong t iinducements. d t

Environics
Key findings
Battery electric vehicles (BEVs) Battery-electric
There is little awareness or understanding of battery-electric vehicles (BEVs). Most are unable to name examples of such vehicles and are unfamiliar with the technology to the extent that they do not understand many of the key differences between electric motors and internal combustion engines. There is also little understanding g of the battery y that would be needed in such a vehicle. Beyond y the fact that the battery y would be large g and expensive, not much is known. The most common perception of the BEV is of a small vehicle with less power, and a more limited range than conventional vehicles or current hybrids. While most assume that BEVs will be cheaper to operate, there is little real understanding of the potential cost savings, especially when factoring in the initial purchase price and the cost of battery replacement. BEVs are generally BEV ll considered id d to t be b quieter i t and d cleaner l than th conventional ti l vehicles. hi l However, H perceptions ti of f the th environmental i t l advantage d t of the BEV are dependent on the source of the electricity used to power the vehicle (e.g., coal-fired vs. hydro), and concerns about the environmental impacts of battery production and disposal. Limited range (especially when power-consuming options are used), long recharge times and concerns about the availability of plug-in locations top the list of perceived barriers to purchasing BEVs. There is a perception that a BEV is not sufficiently versatile to be really useful (despite a lowered cost of operation) and that owning a BEV would force the owner to make too many lifestyle changes (most notably having to plan vehicle usage in advance to a much greater degree). Many feel that a BEV takes away the sense of spontaneity currently associated with vehicle ownership the ability to just jump in the car and go wherever you want.

Environics
Research overview
Background
Pollution Probe, a leading Canadian environmental not-for-profit group dedicated to achieving positive, tangible environmental change through its research, education and advocacy programs, is a Steering Committee member of the Electric Vehicle Technology Roadmap. The Roadmaps purpose is to help industry, its supply-chain, academic and research groups, and government come together to jointly identify and prioritize the technologies needed to support strategic R&D, R&D marketing and economic competitiveness. competitiveness Pollution Probe commissioned research and analysis to further stakeholder understanding of challenges towards the adoption of electric vehicle technologies (EVTs) in Canada. This research program was designed to assess Canadians attitudes towards electric vehicle technology, in order to provide input into the development of the technology roadmap and its implementation plan, to provide input into communications plans and strategies to promote greater awareness and acceptance of the technology, and to establish baseline attitudinal indicators that can be tracked over time. ti Th The research h will ill contribute t ib t a deeper d understanding d t di of f the th current t level l l of f public bli awareness and d Canadians C di perceptions ti of f electric l ti vehicle technologies to the Technology Roadmap.
Objectives

M Measure the th Canadian C di publics bli levels l l of f awareness, knowledge k l d and d comfort f t with ith electric l t i vehicle hi l technology t h l (EVT) (EVT). Determine the motivators to adoption of EVT. Determine the barriers to broader acceptance and market diffusion of EVT. Identify key group differences.
Environics
Methodology gy
An initial quantitative online survey was conducted with 2,001 Canadians, to generally gauge perceptions and awareness, to identify segments, and to examine regional variations. Following this, qualitative focus groups were conducted with segments in regions that were identified as being of interest in the initial national survey, to more deeply examine the perceived trade-offs associated with electric vehicles; the key drivers of support and opposition to the technology; the interest in (or requirement for) the use of incentives to promote the technology; the potential interest in (or uptake of) the technology; and the roles and responsibilities of industry and government. A more complete description of the study methodology is appended to this report.
Report synopsis
The report begins with a discussion of awareness and knowledge of electric vehicle technology, followed by awareness of and interest in plug plug-in in hybrid vehicles (PHEVs) and battery-electric vehicles (BEVs), including perceived advantages and barriers. Following this is a section profiling drivers. Appended are descriptions of the quantitative and qualitative methods employed in conducting this research, the survey questionnaire and the discussion guide.
10
Environics
Awareness and knowledge g of electric vehicle technology

Overall awareness of and familiarity with electric-powered vehicles Familiarity with hybrids
Environics
Awareness of electric-powered vehicles

The vast majority of Canadians have heard or seen something about vehicles powered by electricity.
Have heard or seen something about EVT
13
No
A large majority of adult Canadians (87%) have heard or seen something about vehicles that are powered fully or in part by electricity. Awareness is strongest in Ontario (90%) and the west (88%), and slightly lower in the east (83%) and Quebec (81%). This high level of awareness spans demographic subgroups, with minor variations There is no difference by community size or age, variations. age and there is only a slight gender difference (88% of men, vs. 85% of women). Being aware of electric-powered vehicles is also somewhat higher among those with more education and higher household incomes. There are also minor differences by driving patterns. Those most likely to have heard or seen something about electric vehicles live in multiplemultiple vehicle households, have at least some business use for their vehicle or who drive more than 10 km per day. Awareness is not strongly linked to the type of car normally driven.
87
Yes
Q17
12
Environics
Top-of-mind thoughts about electric vehicles

The public has a variety of impressions about electric vehicles, both good (environmentally-friendly) and bad (limited driving distance and charging problems. Those under age 30 are most likely to have opinions on this topic.
% Positive mentions (net) Green/environmentally-friendly Economy/cost savings Fuel efficiency/reduced fuel consumption Less emissions and pollution/cleaner air Good idea Desirable/exciting/interesting Other positive mentions
Q18
Subgroups: Canadians who saw or heard something about electric vehicles (n=1,726) Table may not add to 100% due to multiple mentions
% Negative mentions (net) Driving distance concerns Battery life/charging concerns Expensive Cost of hydro/electricity y y Reliability/performance concerns Vehicle power Other negative mentions (e.g. safety, expense) 29 7 6 3 3 2 2 6 % Neutral mentions (net) Automaker (Chevrolet, Ford etc.) Hybrid Small size Cost/price mentions Smart cars Other neutral mentions 26 10 7 3 2 2 2
39 15 6 4 4 3 3 4
13
Environics
Familiarity with aspects of electric vehicles

Few Canadians are very familiar with any aspect of electric-powered vehicles; they are most likely to profess some knowledge of how EVs compare with conventional gas-powered vehicles.
Comparison with conventional vehicles Technology
7 6 29 Very familiar 33
40
Plans for introduction 5
Canadians who are aware of electric-powered vehicles were asked to rate their level of familiarity with three aspects. Fewer than 10 percent each say th are very f they familiar ili with ith any of f the th three, th and d half h lf or fewer f each h say they th are at least somewhat familiar. While strong familiarity is similar across the three, Canadians are most likely to say they are at least somewhat familiar with how electric vehicles compare to conventional gas-powered vehicles than they are with the technology or how they work, or plans for introducing them them.
Self-professed familiarity with all three aspects is highest among men, citydwellers and those aged 18 to 29, and is also linked to post-secondary Subgroup: Canadian drivers aware of electric vehicles (n=1,726) Q19 education and having a long-range, higher speed daily commuting routine. Responses to the three parts of this question were used to create an index for Familiarity with EVT. Those considered most familiar with EVT (Index 1) said they are very or somewhat familiar with all three aspects; those least familiar (Index 3) said they are not very or not at all familiar with all three aspects, and those providing other combinations of responses were assigned intermediate familiarity (Index 2). Index 1 (highest familiarity): highest proportion of city/suburban dwellers (72%); multi-vehicle (3+) households (21%); bachelor degree and higher education (29%); highest household incomes (19% $100,000 +); predominantly male (71%); highest proportion of younger Canadians (17% 18-24) and lowest proportion of 55+ (24% ); mainly English-speaking (93%); 28% live in Ontario (16% Quebec). Index 2 (intermediate familiarity): 64% city/suburbs; 42% are in 1-vehicle households; 25% bachelor degree or higher; lowest proportion of $100,000+ income households (9%); equal gender distribution (49% male); average age (13% 18-24, 31% 55+); 83% English. Index 3 (lowest familiarity): 64% city/suburbs; 41% are in 1-vehicle households; lower education levels (20% bachelor degree or higher); moderate income; predominantly female (36% male); oldest group (8% 18-24, 38% 55+); highest proportion of Quebec residents (28%) and p ( (77% English, g , 23% French). ) French-speakers
Somewhat familiar
14
Environics
Vehicle makes with full or partial electric power

Canadians have a limited ability to name specific makes of vehicles with electric power capability.
Canadians aware of electric-powered vehicles were asked if they could name any specific vehicle makes or models on the road today that are powered fully or in part by electricity. electricity Despite the high proportion claiming to have heard or seen something about these electric vehicles, few can name any one specific make and half are unable to even hazard a guess. There appears to be some confusion about whether certain vehicles are electric-powered or not, or whether they are currently on the road, discontinued or pending. The most frequently named electric-powered electric powered model is the Prius, Prius mentioned by 16 percent, followed distantly by the Smart Car and Volt (cited by 5% each); Civic, Camry and Escape (3% each); and Malibu and ZENN (2% each). Other mentions, at one percent each, include Insight, Lexus, Accord, Yaris, Tesla, Highlander, Roadster and Tahoe. A number of respondents could name a maker ( (e.g. g Toyota, y , Honda, , Ford, , GM) ) but not an individual model. In general, the ability to name any vehicle make or model is highest among men, and increases proportionately along with level of education and household income. Naming an electric vehicle is highest among younger Canadians (aged 18 to 29) and decreases with age. There is a link between being able to name an electric vehicle and driving habits: it is highest among those with multiple-vehicle households, those with longer/higher speed commutes, and, as expected, those with some personal experience with hybrids and those who are very familiar with EVT. Any mention (net) Prius Toyota (unspecified) Honda (unspecified) Smart Car Volt Civic Camry Escape Ford (unspecified) Malibu GM (unspecified) ZENN Other individual vehicles (1% or less each) Other mentions Dont know
Q20
Subgroups: Canadians who saw or heard something about electric vehicles (n=1,726) Table may not add to 100% due to multiple mentions
% 51 16 9 7 5 5 3 3 3 2 2 2 2 12 4 49
15
Environics
Familiarity with hybrid vehicles

The majority of Canadian drivers are aware of hybrid vehicles; familiarity is almost universal among men and younger drivers.
% familiar with hybrid vehicles
84 92 86 75
Those whose current vehicle is not a hybrid (i.e., 97% of Canadians who own or have regular access to a vehicle) were asked if they are familiar with what are called hybrid vehicles (these were briefly described). Over eight in ten (84%) say they have heard of hybrids. Awareness is somewhat lower in Quebec (74%) than elsewhere in the country. As with many vehicle knowledge questions, there is a gender gap: men (90%) are considerably more likely than women (79%) to say they are familiar with hybrids. Awareness is also highest among younger Canadians (92% of those 18 to 29 years old) and decreases with age. And, as is a typical pattern with many knowledge questions, familiarity increases along with level of education and household income (a factor linked to education). There is also a link between self-professed awareness of hybrids and driving patterns. Awareness is highest among multiple-vehicle households and those who drive more: daily commuters and those who drive 11 km or more per day.
Total
Q21
<30
30 to 59
60+
Subgroup: Canadian drivers with access to a vehicle that is not a hybrid (n=1,662)
16
Environics
Experience with hybrid vehicles

Just J t over one-quarter t of f Canadian C di drivers di who h are familiar f ili with ith h hybrids b id report t having h i either ith firstfi t or second-hand experience with them.
Experience with hybrid vehicles in terms of Owning or driving one Someone else I know has used one No for self or others I know (n=1,398) % 5 26 73 Canadian drivers who are aware of hybrids (but do not own one) were asked if they have any experience with owning or driving one, one or if they know someone else who has. Very few (5%) report first-hand experience with hybrids. When those who own a hybrid vehicle are included, this translates to six percent of hybrid-aware drivers with first-hand hybrid experience. As well, one-quarter (26%) know someone else who has used a hybrid. In total, seven in ten (73%) drivers y but do not own one have no first- or second-hand who are aware of hybrids experience with hybrids. First-hand experience with hybrids is low across all subgroups, but is marginally higher among city dwellers and suburbanites, men, those under age 30 or in multi-vehicle (3+) households, and long-range/high speed commuters. Knowing someone else with hybrid experience is higher in Ontario and the west, and among urbanites and young drivers (under 30). Knowing someone with hybrid experience increases with an increase in education and household income levels. Those who do not have first-hand experience with hybrids were asked if they have ever considered purchasing one. Canadians in this position are evenly divided between those who say they have considered it and those who have not not. Having considered buying a hybrid is highest in Ontario (55%) and is linked to community size, being highest among city dwellers (57%). It is highest among drivers under age 30 (62%) and decreases with age. As with experience with hybrids, having considered one increases with level of education and income, and g among g those with a p post-secondary y degree g ( (63%) ) and with household is highest incomes of $70,000 or more (57%). There is no notable difference by gender or driving patterns. 17
Subgroup : Canadian drivers familiar with hybrid vehicles who did not indicate they owned one Table may not add to 100% due to multiple mentions Q22
% considering g purchasing/leasing p g g a hybrid y

50 57 51 46
38
Total
City centre
Suburb
Town/ village
Rural
Subgroup : Canadian drivers familiar with hybrid vehicles who have not owned or driven one (n=1,328)
Q23
Environics
Reasons for considering buying a hybrid

Those who have considered buying a hybrid vehicle are about equally likely to say it is because of the environmental and the fuel efficiency aspects, and are also thinking about cost savings.
Why considered buying a hybrid Green/environmentally-friendly Fuel efficiency/reduced fuel consumption Economy/cost savings Less emissions/pollution/clean air Cost/prices/expensive Auto maker mentions Efficiency (general) Desirable/exciting/interesting Misc. negative/barriers Other mentions (less than 1% each) Dont know
Subgroup: Canadian drivers who have considered purchasing a hybrid Table may not add to 100% due to multiple mentions
(n=657) % 30 26 24 7 6 2 1 1 2 3 1
Q24
Canadian drivers who say they have considered purchasing a hybrid were asked, without prompting, what made them consider it. The most mentioned reasons are the green factor/environmental-friendliness (30%), followed closely by fuel efficiency (26%) and cost savings (24%). Fewer than one in ten each cite other individual factors, such as lower emissions, preferred auto makers, efficiency and general desirability. A small number (2%) also mention reasons they did not pursue the purchase purchase, such as high purchase cost, battery life, driving distance and safety concerns. Reasons for considering a hybrid are consistent across subgroups. Quebec drivers are somewhat more likely to specify cost savings and clean air as reasons for thinking about getting a hybrid. Women are more lik l than likely th men to t mention ti the th green/environmental / i t lb benefits, fit while hil men are more likely to refer to the cost savings. Cost savings is mentioned by higher proportions of those with a greater level of self-professed familiarity with EVT than by those less familiar with this technology.
18
Environics
Barriers to purchasing hybrids

High purchase price is the major obstacle to Canadians considering a hybrid as their next vehicle.
Canadian drivers who say they have not considered purchasing a hybrid were asked, without prompting, why this is the case. The leading top-of-mind barrier is the cost of the vehicle, mentioned by close to half. Far fewer mention any other reason. One in ten are simply p y not considering g a vehicle p purchase at this time, and a similar proportion (8%) indicate they do not have enough information about hybrids to consider one. A number mention other perceived drawbacks to hybrids, such as their small size, low power, and concerns about reliability, driving distance, battery life/charging and safety. A small number also mention some perceived advantages, such h as b being i economical, i l f fuel-efficient, l ffi i t and d id ideall f for city it d driving. i i The expense of purchasing a hybrid is the leading barrier across all subgroups. City dwellers and women are the most likely to say they are not considering purchasing any new vehicle. Women and those with lower levels of education are the most apt to mention a lack of information about hybrids. There are no differences between those with more self-assessed familiarity with EVT and those less familiar with this technology. Why have not considered buying a hybrid Expensive/cost/prices Not currently interested in buying a new vehicle Not enough information Not for me Not available Experimental/needs more work Small vehicle size Vehicle power Did not occur to me R li bilit / f Reliability/performance concerns Driving distance concerns Battery life/charging concerns Safety concerns Misc. positive mentions/advantages Misc. negative mentions/barriers Dont know/not stated (n=671) ( ) % 46 10 8 4 3 3 3 2 2 2 2 1 1 2 1 6
S b Subgroup: Canadian C di drivers di who h h have not t considered id d purchasing h i ah hybrid b id Q24
19
Environics
Reasons for having bought a hybrid

Current hybrid owners are most likely to cite the green/environmental aspect as the main reason they purchased their hybrid, but fuel efficiency and cost savings are also key.
Why purchased a hybrid Green/environmentally-friendly Cost savings/economy Fuel efficiency/reduced fuel consumption Cost/prices (general) Less emissions/pollution/clear air Desirable/exciting/interesting Other Dont know/not stated
Subgroup: Canadian hybrid vehicle owners
(n=46) % 29 16 15 5 4 1 21 8
Q24
The small sample (n=46) of Canadian drivers who indicated that they currently own a hybrid were asked, without prompting, what was the main reason they purchased this type of vehicle (the base of respondents is small, so caution is required in interpreting the results and subgroup analysis is not advisable). The reasons cited for having g bought g a hybrid y closely y match the reasons why Canadians would consider purchasing one, with current owners being most likely to mention environmental-friendliness, followed by fuel efficiency and cost savings.
20
Environics
Types of hybrids available to buy today

Canadians are confused about what types of hybrid vehicles are available for purchase today. Only about half identify the current technology as being available, and many think that the other technologies are available now.
% saying each type of hybrid is available today
Hybrid
54
Plug-in hybrid electric vehicle (PHEV)
54
Canadians who are aware of hybrids were shown descriptions of three types of hybrids and asked to indicate which of these are currently available to purchase today. The results indicate that some confusion exists on this point. About half (54%) each think that two types are available: the standard type of hybrid (gasoline-powered vehicle with an auxiliary ili electric l t i motor) t ) and d the th plug-in l i h hybrid b id ( (or PHEV, PHEV that th t runs on a battery-powered motor rechargeable by plugging into a standard outlet, which are not yet commercially available). Four in ten (41%) think that battery-powered electric vehicles (BEVs) are available for purchase now. For all three types, men are more likely than women to say they are available today. Agreement that all three are available now is highest among those are those who claim to have the most familiarity with EVT, and decreases as familiarity with EVT lessens. Belief that BEVs are available today is also higher among those with the lowest household incomes, those with long-range higher-speed daily commutes, and those who profess some experience (first- or secondhand) with hybrids. Agreeing that standard hybrids are available is highest among those with post-secondary education, household incomes over $40,000, and those who drive 11 or more kilometres per day. y driving g behaviour or socio-economic There are no notable differences by status in perceptions about the type of EVs that are currently available.
Battery y electric vehicle ( (BEV) )
41
Subgroup: Canadian drivers aware of hybrids (n=1,737)
Q25
21
Environics
Advantages of hybrids
Canadians are most likely to see fuel efficiency, cost savings and reduced emissions as the advantages hybrids offer over conventional gasoline-powered vehicles.
Canadians C di who h are aware of f hybrids h b id were asked, k d unprompted, t d iin what ways current hybrid vehicles offer an advantage over conventional gasoline-powered vehicles. Two-thirds offer an opinion, most often about how fuel-efficient they are (25%), about the resulting cost savings (17%), and how they emit fewer pollutants (15%) (15%). One in ten also mention they are environmentally environmentallyfriendly (11%). Few note any other advantages. Mentions of fuel efficiency/reduced fuel consumption are consistent across the country except in Quebec, where they are somewhat less noted (19%). Men are more likely to mention fuel efficiency than are women women, as are those under age 45 45, who are also more likely than older Canadians to mention their being environmentallyfriendly. Mentions of fuel efficiency increase along with level of education and are also higher among those who have a daily commute than th those who h d do not, t as well ll as among th those with ith some personall experience with hybrids and those who are most familiar with EVT.
Advantages of hybrids over gas-powered vehicles Fuel efficiency/reduced fuel consumption Cost savings/economy Less emissions/pollution/clean air Green/environmentally-friendly Quiet Efficient (general) Option to use both sources of energy Other mentions Cannot say y
Subgroup: Canadian drivers aware of hybrids Table may not add to 100% due to multiple mentions
(n=1,737) % 25 17 15 11 1 1 1 2 34
Q26
22
Environics
Limitations of hybrids
Canadians have no strong impressions of the limitations of hybrid vehicles, but are most apt to express concerns about limited driving distance, power, charging issues and high purchase cost.
Canadians C di who h are aware of f hybrids h b id were also l asked, k d unprompted, t d in what ways current hybrid vehicles are more limited than conventional gasoline-powered vehicles. About half offer some comment, but these are widely varied with no strong impressions emerging. The perceived limitations expressed are similar to the barriers to purchase mentioned earlier: driving distance, distance battery charging and reliability concerns, being expensive, low power, slow speeds and small size. Other than cost, these concerns suggest that many who have heard of hybrids may be confusing this technology with that of BEVs. Men are more likely than women to mention a limitation, limitation and are more likely to mention concerns about driving distance, expense and power limitations. Younger Canadians are the most concerned about vehicle power; older ones are the most likely to mention driving distance and battery charging concerns. There are no notable differences by y driving g habits or personal p experience p with hybrids, except that those with the greatest self-professed familiarity with EVT are the most likely to mention hybrids being expensive.
Limitations of hybrids over gas-powered vehicles Driving distance concerns Expensive/cost/price Vehicle power Battery life/charging concerns Slow driving speeds Small vehicle size Repair/maintenance/knowledge required Reliability/performance concerns Lack of vehicle selection Cold temperature performance Other comments Cannot say
Subgroup: Canadian drivers aware of hybrids Table may not add to 100% due to multiple mentions
(n=1,737) % 13 11 9 9 6 2 1 1 1 1 2 48
Q27
23
Environics
Plug-in g hybrid y electric vehicles (PHEVs)

Interest in PHEVs Considerations in p purchasing g a PHEV Barriers to purchasing a PHEV Price considerations
Environics
Interest in purchasing or leasing a PHEV

Si in Six i ten t Canadians C di express at t least l t modest d t interest i t t in i purchasing h i a PHEV in i the th future. f t
% interested in purchasing/leasing a PHEV when they become available
51 44 38 44 Somewhat interested Very interested P t Postsecondary
Q28
16 T t l Total
12 High Hi h school h l or less
15 College/ C ll / some university
23
Canadians (including those who are not licensed drivers) were shown a brief description of current hybrids and then a description of PHEVs, and were asked how interested they would be in purchasing or leasing a plug-in hybrid vehicle once they become available in the next couple of years. Interest is moderately strong, with six in ten saying they are either very (16%) or somewhat (44%) interested. Of the remaining 40 percent, 17 percent are not very interested and eight percent are not at all interested; eight percent have no plan to purchase any vehicle in the future, and seven percent cannot say. Among those with a drivers license, 62 percent are interested (17% very, 45% somewhat), compared to 48 percent (13% very, 35% somewhat) of those who currently are not licensed. Interest in PHEVs is uniform across the country, but there are some subgroup differences to note. Strong interest is highest among city dwellers (18%) and lowest in rural areas (10%) (18% vs (10%), among men (18%, vs. 14% of women) women), and among younger Canadians (21% of 1818 to 29-year-olds 29 year olds and 18% of those aged 30 to 44, vs. 13% of those aged 45 and over). Being very interested in PHEVs also increases with level of education and is highest among those at the post-secondary level (23%). Strong interest is not linked to income, but being somewhat interested does increase proportionately with household income. Those with high school or less education have the lowest level of interest overall; those with the lowest household incomes are the most likely not to be planning to buy a vehicle at all. Strong interest in PHEVs is expressed to a greater degree by those typically carrying two or more passengers, those with previous experience with hybrids, and those with higher levels of familiarity with EVT.
25
Environics
Interest in renting a PHEV

The majority of Canadians would be at least somewhat interested in driving a PHEV as a rental car, but only two in ten are definitely interested.
% interested in renting a PHEV
Total City centre Suburb Town/village Rural
20 24 20 16 14 Very interested 32
40 41 40 41
Canadians were asked to indicate their level of interest in driving a plug-in hybrid as a rental car. Six in ten would be at least somewhat interested (61% of those with a license, vs. 52% of those currently not licensed), with one in ten (20%) indicating strong interest. Of the remaining, 17 percent are not very interested, 15 percent are not at all interested, and nine percent cannot say. Interest in renting a PHEV is highest in Ontario and among those living in city centres; interest decreases along with a decrease in community size. Similar to purchasing a PHEV, men are somewhat more likely to be very interested (23% vs. 18% of women), as are those with post-secondary education. Interest is highest among those under age 30 and decreases as age increases. i St Strong interest i t t is i highest hi h t among those th with ith some business b i use of their vehicle, long-range commuters, those who carry multiple passengers, those with some previous experience with hybrids and those claiming to have greater familiarity with EVT. While there is a strong link between being interested in purchasing a PHEV and being interested in renting one, there is evidence that having such vehicles in rental fleets will give other drivers an opportunity to experience the technology: close to half (47%) of those who are not very interested in purchasing a PHEV, and three in ten (30%) of those not at all interested, would be at least somewhat interested in renting one.
Somewhat interested
Q38
26
Environics
Barriers to PHEV purchase

Reliability R li bilit and d ongoing i maintenance i t costs t are the th most t significant i ifi t d drawbacks b k t to considering id i a PHEV, PHEV but the higher purchase price and limited access to plug-in locations are also notable barriers.
% saying each is an important barrier to purchasing a PHEV
Reliability Maintenance/ operation costs Higher purchase price Limited access to plug-in locations Ability to carry heavy loads Availability of size/styles Need to plug in to recharge battery
64 62 49 48 30 27 25 36 37 46 37
31 32 42
Q31 Very important
Canadians with at least some interest in purchasing a PHEV were asked to rate the importance of each of seven possible barriers. barriers The most notable barriers, rated as being very important by six in ten or more each, are the reliability of the vehicle and the ongoing maintenance and operation costs (including battery replacement). Half of Canadians each see the higher purchase price (compared to a conventional vehicle) and concerns about limited access to plug-in locations as significant drawbacks. Other potential barriers are very important to three in ten or fewer, but are still at least somewhat important to the majority.
There are few regional differences to report, except that residents of Quebec are somewhat less likely than other Canadians to rate either the availability of styles and sizes, or the higher purchase Subgroup: Canadians with at least some interest in purchasing or leasing a hybrid (n=1,711) price as very important. Residents of rural areas, and those aged 45 and over are more likely than others to rate each of these issues as very important, and those with a high school diploma or less are more likely than those with more education to see all but the need to plug in to recharge as being a major barrier. Women are more likely than men to rate reliability and the need to plug in to recharge as very important.
Somewhat important
Ability to carry heavy loads, and availability of desirable styles and sizes is very important to higher proportions of those with three or more vehicles in their household, those with at least some business use of their vehicle, those who drive more than 30 km per day and those who typically carry two or more passengers. Concerns about limited plug-in access is also key for those in one-vehicle households, who p on a PHEV. would have more dependence
27
Environics
Reasons for purchasing or leasing a PHEV

Canadians place equal importance on reducing impact on the environment, reducing dependence on gas and saving money on operating costs as reasons for purchasing a PHEV.
% saying reason for buying a PHEV is important
Reduced impact on environment Reduced dependence on gasoline Saving money on operating cost Advanced/innovative technology Personal statement
59 59 58 27 16 27 38
33 33 34
Canadians with at least some interest in purchasing or leasing a PHEV were asked to rate the importance of each of five reasons for considering a plug-in hybrid in the future. Reducing environmental impact, reducing dependence on gasoline and saving money on operating costs are all assigned the same importance (six in ten each say these are very important). Driving a vehicle with more advanced technology gy is considerably y less p pressing, g, deemed very y important p by y jjust over one-quarter (27%). A majority do not rate making a personal statement as being an important reason for choosing a PHEV, with only one in six considering this very important. Higher importance ratings are linked to post-secondary education, and to carrying two or more passengers on a regular basis. basis Women are more likely than men to rate reducing impact on the environment as very important. Reduced dependence on gas and driving a vehicle with more advanced technology are considered very important by higher proportions of drivers with at least some business use of their vehicle.
Very important
Somewhat important
Q30
Subgroup: Canadians with at least some interest in purchasing or leasing a hybrid (n=1,711)
Very important ratings for each of these reasons is linked to having a greater self-assessed familiarity with EVT and decreases along with level of familiarity. Those with some personal experience with hybrids (first-or-second hand) are the most likely to say that each reason is very important, with the exception of driving a vehicle with more advanced technology. Those who strongly agree that a car says a lot about a person are three times as likely as those who strongly believe a car is just an appliance to rate making a personal statement as being a very important reason for purchasing a PHEV in the future.
28
Environics
Access to electrical outlet at home as a barrier to PHEVs

Lack L k of f access t to an electrical l t i l outlet tl t at t home h is i not t a major j impediment i di t to t purchasing h i a PHEV for f th the majority of Canadians, but it is a perceived barrier for most high-rise apartment or condo dwellers.
% with an electrical outlet near their home
70 55 72 80 76
Total
City centre
Suburb
Town/ village
Rural
Canadians who currently own a vehicle and are at least somewhat interested in getting a PHEV were asked if there is an electrical outlet somewhere near their home that could be used to recharge a plug-in hybrid. Seven in ten (70%) say yes. As expected, the proportion saying yes is higher for those living in the suburbs (72%) and smaller communities (80% in towns or villages, 76% in rural areas) than among city dwellers (55%). As well, there is a strong link with type of g 77 p percent of those in single g family y homes have an outlet, , compared p to dwelling: 51 percent in low-rise apartments or townhouses, and 38 percent of Canadians living in a high-rise apartment or condo over five storeys. Having an appropriate electrical outlet is higher among those living in the west of Canada (76%) and also among older Canadians (74% of those aged 45 and over, compared to 64% of those under age 45), which is consistent with a higher proportion of younger Canadians and urbanites living in apartments and other types of multi-unit accommodations. There is no strong pattern by education or household income level. Those most likely to have an outlet are those with longrange/ high-speed commutes and those driving 30 or more kilometres per day. A nearby electricity source is also linked to having personal experience with a hybrid and having the highest self-assessed level of familiarity with EVT. Those who do not have a nearby electrical outlet were asked to indicate how easy or difficult it would be to have an appropriate one installed. Three in ten (28%) say this would be easy. Those most likely to say would be difficult are g 30 ( (54%) ) or age g 60+ ( (52%), ) live in single-vehicle g households ( (48%), ) under age and drive 10 km or less per day (51%). Women are less likely than men to say this would be easy, but are more likely to be unable to say. 29
Subgroup : Canadians who own a vehicle and are at least somewhat interested in PHEVs (n=1,329) Q32
Having an electric outlet installed for use in recharging a PHEV Easy Difficult Cannot say
(n=392) % 28 43 29
Q33
Subgroup : Canadians who own a vehicle and are at least somewhat interested in PHEVs but who do not have an available electrical outlet
Environics
Access to electrical outlet at work as a barrier to PHEVs

Lack of access to an electrical outlet at work or school may be an impediment to obtaining a PHEV for many Canadians.
% who drive to work/school who have access to an electrical outlet
41 25 19 West Ontario
Subgroup : Canadians who own a vehicle who drive to work or school (n=1,001)
15 Quebec
15 East
Total
Q35
In addition to asking about electrical outlets near the home that could be used to recharge a plug-in hybrid, those owning a vehicle who drive that vehicle to work or school (62%, or n=1,001) were also asked about access to an outlet at those locations. Only one-quarter of those who drive to work or school say they have an available outlet. This is considerably higher in the west of f Canada C (41%), ( %) where it is more common for f such locations to offer ff outlets for f block heaters in the winter. In addition, participants in the Vancouver focus group sessions were much more likely than those in Toronto and Montreal to report access to outlets at work or school. Availability of an outlet at work or school is also more reported by men (30%, vs. 20% of women), which may reflect parking availability by occupation, and by those under age 30 (31%), which may reflect access to school parking. Driving to work or school is most reported by men (66%, vs. 58% of women), those aged 30 to 44 (80%), and those with higher levels of education and household income. It is also most common among those living in multi-vehicle (3+) households, those with at least some business use of their vehicle (89%), and of course those indicating they have daily commutes and higher number of kilometres driven each day. Driving to work or school is also linked to having some experience with hybrids and greater self-assessed familiarity with EVT.
30
Environics
Price considerations in PHEV purchase

Seven in ten Canadians with at least some interest in PHEVs would be willing to pay a five percent premium to purchase or lease one.
% willing to pay premium
73 55
22 Willing to pay at least 5% Willing to pay at least 10% Willing to pay at least 15%
7 Willing to pay up to 20%
Q36abcd
Subgroup : Canadians at least somewhat interested in PHEVs (n=1,190)
Those with at least some interest in obtaining a PHEV when they become available where asked about their willingness to pay several levels of premium to purchase or lease this type of vehicle. Just over one-quarter (27%) are unwilling to pay a fivepercent premium, premium leaving 73 percent who would pay at least that much extra. extra Just over half (55%) are willing to pay up to a 10 10percent premium. Seven percent would pay as much as a 20-percent premium for a PHEV. Those willing to pay higher premiums for PHEVs are younger (under age 45), live in cities or the suburbs, and have some previous first- or second-hand experience with hybrids. Not being willing to pay even a five-percent premium is higher among those aged 45 to 59. Having greater self-assessed familiarity with EVT has a mixed effect on willingness to pay premiums. Those claiming to be most familiar are the most likely to be willing to pay a 20 percent premium but they are also the most likely not to wish to pay even five percent.
31
Environics
Effectiveness of PHEV purchase incentives

A strong battery warranty, substantial tax rebate and free community battery charging are considered the most attractive incentives to purchasing a PHEV.
% who say incentive would increase consideration of a PHEV
Warranty-backed guarantee on battery (160,000 km. or 10 yrs.) $2,500 tax rebate Free battery charging available in community Available in size wanted Eligible for parking discounts Discounted rates on rental of larger vehicle
37 27 27 19 17 16 26 34 42 39 47
40
Canadians who said they are not very interested in purchasing or leasing a PHEV were asked if a number of incentives would make them more likely to consider this type of vehicle. The most compelling incentive is a warranty-backed guarantee on the battery, to last 160,000 km or 10 years, which close to four in ten say would be of definitely interest. Just under three in ten each would definitely consider a PHEV if offered a $2,500 tax rebate or free battery charging in their community community. Other possible inducements, such as desired size, parking or rental discounts, fast battery charging or a purchase premium cap, strongly engage two in ten or fewer.
There are some differences in subgroup interest for these conditions. Across the country, Quebec residents are the most likely to say they would Battery recharged in d fi it l consider definitely id a PHEV if the th price i premium i was capped d at t five fi percent. t 15 45 no more than two hours Yes, definitely Ontario residents are most likely to be swayed by free battery charging or a Purchase price no more than 9 41 Yes, maybe discount on renting a larger vehicle when necessary, and Quebec and 5% over comparable gas vehicle Ontario residents are both more likely than others to be attracted by the Subgroup : Canadians not interested in PHEVs (n=521) Q37 battery warranty, and a $2,500 tax rebate. Residents of the west are the most resistant to incentives incentives, being the most likely in the country to say they would not be more likely to consider a PHEV if offered a price cap, parking discounts, free battery charging or a battery warranty. In general, incentives are of more interest to city and town/village dwellers. Those under age 30 are drawn more than older Canadians to most of these incentives, with the exception of a battery warranty warranty. Those driving less than 30 km per day are more likely than others to be open to parking discounts or a battery warranty. Canadians Perceptions of Electric Vehicle Technology
32
Environics
Battery-electric y vehicles (BEVs)

Perceptions of BEVs Environmental advantages g of BEVs Barriers to purchasing a BEV
Environics
Perceptions of battery-electric vehicles (BEVs)

Most focus group participants had little awareness or understanding of BEVs, and perceived them to be very limited in terms of utility.
Battery-electric vehicles (BEVs) were assessed in detail in the qualitative portion of this study only. There was very little knowledge of BEVs among focus group participants. participants Although some participants in the Montreal and Vancouver groups were aware of the ZENN and some Vancouver participants were aware of the Tesla roadster, most participants could not give examples of BEVs. For most participants, the image of the BEV was that of a small, low-powered vehicle unsuitable for carrying large numbers of passengers, heavy cargo or towing a trailer. For the most part, participants had very little knowledge of the principles by which BEVs, or electric motors in general, operate. Especially noteworthy is the fact that most participants (with the exception of some in the Vancouver male group and one Montreal participant who was an engineer) could not really picture what an electric motor that was capable of powering a vehicle would look like. Thus, participants were generally unaware that such vehicles would not require an exhaust system or a transmission, and would potentially require far less maintenance than an internal combustion engine. It would It look like a computer?
g regarding g g the battery y that would be required q for a BEV. Although g most p participants p had the impression p that the There was also little knowledge battery would be large and heavy, they did not really have a firm idea of how big or how heavy it would be. Again, the image of the battery was basically that of the type of battery that is currently used in internal combustion engine vehicles, only larger. Participants were generally aware that the battery would also be expensive but, again, most did not have a firm idea as to the cost, with estimates ranging from the hundreds of dollars to $10,000. It would probably take many years to pay for itself, if it ever did. Although most participants assumed that BEVs would be cheaper to operate than standard internal combustion engine vehicles, there was no agreement among participants as to how much the cost savings would be. As a rule, most assumed the cost of operation would be lower (although most felt the cost savings would be no more than 50-75%, compared to a standard gasoline-powered vehicle). However, many felt that the higher initial cost plus the cost of the battery would mean that, over the lifespan of the vehicle, cost savings from a BEV might not be significant.
34
Environics
Environmental advantage of BEVs

Most participants saw an environmental advantage to BEVs, but the extent of this advantage was often questioned.
In addition to being cheaper to operate (but more expensive to purchase), participants also generally felt that BEVs would be quieter and greener q g than conventional vehicles. Participants p g generally y saw two elements to the BEVs environmental benefits. The first was fewer emissions. Even those participants who did not immediately understand that there would be no tailpipe emissions (and no tailpipe!) in a BEV still felt it would pollute less than a conventional vehicle. Most participants also saw an environmental benefit to the fact that the BEV does not require gasoline. Well, it doesnt gas, so, its burn g gotta be cleaner, right?
I think I already heard that these batteries can hurt the environment when you dispose of them.
However, in the same way that a number of participants questioned the real cost savings associated with a BEV, However BEV many also questioned the real extent of the environmental benefit. There were two major issues. The first was associated with how the electricity used to power the vehicle was itself generated. A number of participants noted that, to the extent that electricity was generated from dirty sources like coal, this reduced the environmental benefit of BEVs. The other issue was the battery. A number of participants felt that the battery was very environmentally-unfriendly, and that both manufacture and (especially) disposal of these batteries might cause environmental harm. I dont know when you factor everything in, Im not sure if theres much [environmental benefit].
Although these perceptions were heard in all focus groups, most participants agreed that, overall, the BEV was probably a more environmentally-friendly from of transportation than the standard gasoline-powered vehicle. What was generally unknown was the extent of this benefit was the BEV much cleaner than a gasoline-powered vehicle, or only somewhat l ? cleaner?
35
Environics
Barriers to purchasing a BEV

Vehicle range, recharge time and availability of plug-in locations are key barriers to BEVs.
Although the driving habits of many of the focus group participants made them appear to be good candidates for BEVs (mostly short-distance driving at relatively low speeds), relatively few participants expressed any real interest in purchasing a BEV. The main barriers were range, time needed to recharge the battery and concerns related to the availability of outlets. The range limitation emerged as a key barrier. Underlying many of the negative perceptions of the BEV (as it was described in the focus groups) was the fear that a BEV could leave you stranded. Participants did not have this fear with a gasoline-powered vehicle or a current hybrid because, even if you ran out of fuel, refuelling was quick and inexpensive. If you run out of charge in a BEV, there is no easy way to bring new fuel to the vehicle and, even if you are near an outlet, charging time is so long that it moves beyond mere inconvenience and becomes a serious concern. This is especially true if power-consuming options like a heater (seen as an absolute necessity everywhere in Canada) seriously restrict the range. What if it dies? What do you do? You cant just fill it up at the gas station. t ti
In addition to fears of being stranded, there was a strong perception in the focus groups that a BEV lacked needed versatility. Although many participants rarely needed extra passenger- or cargo-carrying capacity or extended range, they wanted to drive a vehicle that could meet at least some of these needs when required. If I took care of my battery, I wouldnt want to give it up and maybe get a dud. The battery itself was another key locus of concern, both in terms of cost and lifespan. Although participants did not have a firm idea about the cost of BEV batteries, they knew they would be expensive. Participants were concerned that gasolinereplacement of the battery might negate much of the cost savings associated with the operation of a BEV over a gasoline powered vehicle. Although there was awareness in all sessions of proposed battery exchange programs, there was little understanding of how they would work and some concerns over not owning such a key component of the vehicle.
36
Environics
Barriers to purchasing a BEV (continued)

Vehicle range, recharge time and availability of plug-in locations are key barriers to BEVs.
In addition to the specific concerns described previously, there was a sense (best articulated in the Vancouver male group), that owning a BEV would require a complete change in your orientation towards your vehicle. Basically, owning a BEV would remove an important i t t element l t of f spontaneity t it th that t is i currently tl part t of f vehicle hi l ownership. hi Ri Right ht now (according ( di to t this thi view), i ) if you want to jump in your car and go anywhere, you can. With a BEV, you would have to plan every trip in advance, to ensure you are fully charged, that you can recharge along the way if necessary, and so on. Any bit of love affair with your vehicle like vehicle, Today I want to go for a long drive; that would be gone.
37
Environics
Driver/vehicle profile
Environics
Vehicle type
The t Th type of f vehicle hi l currently tl driven di is i not t a major j factor f t in i whether h th a driver d i will ill be b receptive ti to t EVT in the future.
Cars Mid-size Compact Minivan Full-size Full size Sub-compact Sports Luxury % 75 25 21 12 8 4 3 2
Q4,5
Trucks Full-size Compact Other types
% 9 6 3 % 1
SUVs Mid-size Compact Large/luxury
% 13 7 4 3
(Other types include crossovers and motorcycles)
Hybrid Yes No
% 3 97
(n=46)
Hybrid type SUV Full-size car Mid-size car Sub/compact car Truck/minivan Sports/luxury car
% 22 20 19 17 13 7
Subgroup : Canadian drivers with access to a vehicle (n=1,708)
The majority of Canadians currently drive a car (versus a truck or SUV) and that car is most likely to be a small or mid-size one. There are few notable differences in receptivity to electric vehicles by the type of vehicle currently driven. The only difference is in strong interest in renting a PHEV in the future, which is highest among those currently driving a midsize or luxury car or luxury SUV. These drivers of somewhat larger or less fuel-efficient vehicles may see an advantage to having at least temporary access to a PHEV on specific occasions, whether out of curiosity or for some practical reason.
39
Environics
Vehicle use profile

Those who Th h t typically i ll carry two t or more passengers exhibit hibit somewhat h t more interest i t t in i EVT than th drivers who carry fewer passengers.
Number normally carried % 37 39 16 9 Max number need to carry % 10 11 11 68 Vehicle used to tow Yes No Cargo room needed d d Very little Moderate amount A lot % 12 88 % 23 62 15
Passengers: 0 1 2 3 or more
Q10 /b 11 12 Q10a/b,11,12
Canadian drivers typically carry one or no passengers, but most believe they need room for three or more. It is interesting and perhaps counterintuitive to note that drivers who normally carry two or more passengers are more likely than those who carry no passengers to be very interested in buying or renting a PHEV in the future. This is likely because they are more apt than others to be driving a larger vehicle that uses more fuel fuel. There is not much difference in receptivity to electric vehicles by whether the current vehicle is used for towing or by how much cargo room is needed, except that those who have to tow are somewhat more likely to be very interested in renting a PHEV than those who do not tow. The need to tow suggests that, while they normally require a larger vehicle, access to a small, more efficient vehicle might be desired on occasion for specific purposes.
40
Environics
Size of vehicle as purchase decision (trade-off)

Canadian C di d drivers i who h choose h the th smallest ll t vehicle hi l to t meet t their th i needs d are more likely lik l than th others th to t have previously considered a hybrid, but both types are equally open to a future PHEV purchase.
Basis for vehicle choice
71 77 64
29
36 23
Total Men Women Smallest that fits needs

Largest you could afford
Q13
One way to segment consumer orientation to vehicle choice is to use a trade-off trade off scenario scenario, to reveal whether they are more inclined to choose a smaller or larger vehicle. Canadian drivers were asked which of two statements best describes their approach to choosing the type of vehicle they drive. A strong majority (seven in ten) indicate their approach is to choose the smallest vehicle to fit their needs, while three in ten say their choice is the largest vehicle they can afford. These results are quite consistent across the country. As can be expected, choice of vehicle size is linked to the type of vehicle normally driven, with almost all drivers of compact and sub-compact cars saying i th they chose h th the smallest ll t t to meet t th their i needs, d and dd drivers i of ff full-size ll i cars, vans or pick-ups, i k lluxury cars, llarge and d lluxury SUV SUVs being the most likely to say they chose the largest affordable. Selecting the largest affordable vehicle is highest among men (36% vs. 23% of women), to those living in a suburban location (34%, vs. 27% in smaller or larger communities), to those driving more than 30 km per day, and to those normally carrying two or more passengers. Choosing a larger vehicle increases somewhat as household income increases. Familiarity with electric vehicles or hybrids is similar among these two groups, but having previously considered purchasing a hybrid is higher among those who chose the smallest vehicle to meet their needs. needs However However, both are equally likely to be very interested in purchasing or in renting a PHEV in the future. Canadians Perceptions of Electric Vehicle Technology
41
Environics
Importance of considerations when choosing a vehicle

Drivers for whom fuel efficiency or vehicle emissions are very important considerations are the most drawn to EVT.
Drivers were asked to indicate the level of importance they y assign g to each of a list of vehicle characteristics. In this prompted list, reliability is deemed most important. The next three factors, all rated very important by seven in ten, are safety, price and fuel efficiency. Half of drivers also feel that operating costs, reputation and emissions/pollution are important when selecting a vehicle; hi l about b four f in i ten each h place l strong importance i on fuel type and vehicle size. Trade-in value and vehicle power are the least important. Familiarity with hybrids is quite uniform by most driver and vehicle profile factors; an exception, however, is that such familiarity is lower among those who say that purchase or lease price is not very or at all important, and among those for whom reliability is not at all important.
Importance of vehicle characteristics

Reliability
87 70 70 69 51 50 49 40 39 27 24 42
Q15
12 27 25 29 42
Safety/crash protection Purchase/lease price Fuel efficiency Expected operating costs R t ti of Reputation f make/model k / d l Vehicle emissions/pollution Fuel type Vehicle size Vehicle power Expected trade-in value
39 43 42 49 50 Very important Somewhat important
As might be expected, belief that fuel efficiency and vehicle emissions are important is linked to a heightened interest in EVT. Drivers who say that fuel efficiency or vehicle emissions/pollution are very important factors are the most likely to have considered buying a hybrid in the past, or to be very interested in buying or renting a PHEV in the future. Being very interested in purchasing a PHEV when they become available is also somewhat higher among those who think that safety and crash protection, expected trade-in value and fuel type are very important factors, and those who say that purchase price is not very or at all important to them. There is a moderate connection to importance of expected operating costs in being very interested in buying or in renting a PHEV.
42
Environics
Personal orientation to vehicle ownership

The small proportion of Canadian drivers who see vehicles as a form of personal expression are more likely to have some experience and familiarity with EVT, and to be interested in a future PHEV purchase or rental.
O i t ti t Orientation to vehicle hi l ownership hi
Total <30 30 to 59 60+
31 51 30 19 A car says a lot l t about b t a person
67 47 67 79
Another way to characterize orientation to vehicle ownership is to establish how people feel about their vehicles: are they just appliances, appliances or do they say something about a person? Licensed drivers with access to a vehicle were shown two statements about vehicle ownership and asked to indicate the extent to which they agree with either the first or the second statement. The majority agree, either somewhat (32%) ( %) or strongly gy( (35%), %), that a car is jjust an appliance, pp , something g that gets them from point A to point B. Three in ten (12% strongly 19% somewhat) express the view that a car says a lot about a person and that their car must reflect their personal style and image. Those most likely to hold this view are under age 30, live in cities, cities have higher household incomes, incomes are daily commuters or drive more than 30 km per day, or live in multiple-vehicle households. This attitude is also most prevalent among drivers with some hybrid experience and a greater level of familiarity with EVT.
Q14
A car is just an appliance
The small proportion who strongly agree with that a car says a lot about a person is an interesting group. They are not more likely to be familiar with hybrids or to have considered purchasing one one, but they are more likely to be very interested in purchasing or renting a PHEV than those who view a car more as an appliance. As well, they tend to have advanced attitudes about vehicle innovation, and see themselves as a source of vehicle purchasing information for their family and friends, factors that are also linked to a higher level of receptivity to electric vehicles (see next page).
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Environics
Attitudes about vehicle choice

Few d F drivers i are strongly t l i inclined li d t to be b trendsetters t d tt when h it comes to t vehicle hi l design d i or type, t but b t these consumers are among the most likely to be open to electric vehicles.
Attitudes about vehicle choices
Prepared to pay more for environmentally-friendly product Willing to pay more for different design/style Family/friends come to me for advice on what vehicle best to buy Willing to experiment with new types of vehicles
13 7 7 6 25 24 26
44
Drivers were asked their level of agreement with several statements about vehicle selection. They are most likely to agree, either strongly (13%) or somewhat (44%), with being prepared to pay more for an environmentally-friendly product. Only about three in ten each agree (less than one in ten strongly) that they are willing to pay more for a vehicle that is different in design or style than the ones most people buy, or that they are willing to experiment with buying new vehicles before they become mainstream. A similarly small proportion identify them-selves as a vehicle information source for friends and family. Interest in electric vehicles is highest among those drivers who are trendsetters that is, is those who ho strongl strongly agree with ith any an of these four statements. They are the most likely to have considered purchasing a hybrid in the past or to be very interested in purchasing or renting a PHEV in the future. Interest declines and is lowest among those who strongly disagree with these attitudinal statements.
Strongly agree
Somewhat agree
Q16a,b,c,g
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Environics
Attitudes about vehicles and air quality

Drivers D i who h feel f l more involved i l d in i fuel f l efficiency ffi i and d emissions i i issues i are more receptive ti than th others to EVT.
Attitudes about vehicle use and air quality
Often think Oft thi k about b t reducing d i f fuell consumption while driving Feel resentment re wasteful behaviour of those driving large trucks/SUVs Have a e not ot t thought oug t much uc about e effect ect of car/truck emissions on environment
38 19 7 22 30 31 21
48 20
93
37
Strongly agree Somewhat agree

Subgroup g p : Canadian drivers with access to a vehicle ( (n=1,708) )
Somewhat disagree Strongly disagree

Q16d,e,f
Drivers D i were asked k d th their i level l l of f agreement t with ith th three statements reflecting attitudes to fuel consumption and the environment. Most drivers agree, either strongly or somewhat, that they often think about reducing fuel consumption while driving, and the majority disagree with the statement The The effect of emissions from cars and trucks on our environment is not something I have really thought about. Drivers are more divided about the wasteful behaviour of those driving large trucks or SUVs for routine personal use, but half at least somewhat agree that they feel resentment.
These attitudes are linked to consumer receptivity to electric vehicles: Those who strongly agree that they often think about fuel efficiency when driving are more likely than others to be familiar with hybrids, to have ever considered purchasing one, and to be very interested in buying or renting a PHEV when available. Those who strongly agree they feel resentment toward wasteful drivers are more likely than those who feel less resentful to know someone who owns or drives a hybrid, to have ever considered purchasing one, or to be very interested in buying or renting a PHEV. Those who strongly agree they have not thought much about the effect of vehicle emissions on the environment are the least likely to have heard something about electric vehicles, even though they are as likely to claim they know someone who drives a hybrid as those who have thought more about the impact of emissions. Those who strongly agree they have not considered emission impacts are less likely to have considered purchasing a hybrid, hybrid but actually express a reasonable amount of interest in a future purchase or rental of a PHEV PHEV.
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Environics
Appendix A: Study Methodology
Environics
Survey methodology
The results reported here are based on an on-line survey of 2,001 Canadians aged 18 or older, conducted from January. An on-line methodology was chosen because this option: More effectively accommodated the very tight timetable under which the research had to be conducted; and Made it possible to maximize the sample size to most effectively capture the opinions of important segments of the population. S Sample l selection l ti The objective of this research was to gather data from a representative sample of Canadian residents (18 years and over) from which the results can be extrapolated to the full population with a reasonable degree of confidence, and permitting analysis by important subgroups. The sample was drawn according to the plan in the table on the right. i h As there is no source of random e-mail addresses, this survey made use of an on-line panel. The sample for this survey was sourced from GMI, one of the worlds leading offline and on-line global panel providers, recognized for employing the highest standards of panel integrity. GMIs panellists are highly profiled and undergo a rigorous recruiting process. Panellists are compensated for their efforts. Canadas research industry association, the Marketing Research and Intelligence Association (MRIA) has recently issued a new code of practice for its members, stating that, because panel-based surveys are not based on random probability samples, their results cannot be quoted q in terms of margin g of sampling p g error, , as is used for probability-based telephone surveys. Questionnaire design Environics designed the questionnaire with input from Pollution Probe and its partners. Province/Census Metropolitan Area (CMA) Newfoundland & Labrador Prince Edward Island Nova Scotia New Brunswick Quebec (excluding Montreal CMA)
Montreal CMA
Sample size (n) 65 25 75 75 260

240
Ontario (excluding Toronto CMA)

Toronto CMA
300
240
Manitoba Saskatchewan Alberta British Columbia TOTAL
120 120 240 240 2,000 ,
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Environics
Survey administration The survey was conducted by Environics using a secure, fully featured web-based survey environment: Environics programmed the questionnaire into survey software and hosted the survey on a secure server. Pollution Probe was provided with a beta test link to review the survey on-line for final approval. Invitation e-mails, which included the URL link to the survey and a unique password, were sent to selected panellists Technical support was provided to survey respondents as required. Steps were taken to assure (and also guarantee) complete confidentiality and anonymity of survey responses. responses Environics electronically captured all survey responses as they were submitted, and created an electronic data file that was coded and analyzed (including open-ended responses). Assigning a unique identifier (password) to each respondent ensured that only one version of the survey was accepted per respondent. q identifier p permitted respondents p to return to the survey y if interrupted p during g completion. p Each time the respondent p entered the The unique survey, it opened at the point where they left off. The on-line form did not permit moving backwards through the survey, so that earlier responses were not altered after reading later questions. The survey was officially registered with the Marketing Research and Intelligence Association (MRIA). This registration system permits potential participants to verify the legitimacy of a survey, inform themselves about the industry and/or register a complaint. Weighting The survey data were weighted to the population of Canadians 18 years of age and over, by gender, age and region, using 2006 Census data. Completion results Broadcast e-mails sent E E-mails mails opened The results are shown in the table on the right right. The completion rate was 66% of opened e-mails. Of opened e-mails:
Incompletes/dropped off/panel transfer issue Quota full Completed surveys
Response rate (completions + quota full) # 28,287 3 3,045 045 % 100 11
3,045 834 124 2,001 2 125 2,125
100 27 4 66
70
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Environics
Qualitative methodology
Number and location of focus groups In total, six (6) focus groups were held, two in each of three locations: 1. Toronto (February 9, 2009), 2. Montreal (February 11), and 3. Vancouver (February 12) In each location, one session was held with females and one with males. Participant selection Participants were selected from among the general public to meet the following criteria: 1. All participants owned, leased or had regular access to a vehicle. 2. A range of daily driving distances were represented (10km, 11-30km and more than 30km). 3. Commuters and non-commuters were represented. 4 Those 4. Th who h used d their th i vehicles hi l f for personall and d for f a mix i of f persona/business /b i use were represented. t d 5. Current hybrid owners and self-professed experts on hybrid technology were excluded. 6. Both those interested and those uninterested in plug-in hybrid vehicles were represented Discussion guide The discussion guide used for the focus groups was designed by Environics, with input from Pollution Probe and its partners. A copy of the discussion guide is shown in Appendix C.
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Appendix B: Survey Questionnaire
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52
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53
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54
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Appendix C: Discussion Guide
Environics
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Canadians Perceptions of Canadians Electric Vehicle Technology

Canadians Perceptions of Electric Vehicle Technology

Canadians Perceptions of Electric Vehicle Technology

Canadians Perceptions of Electric Vehicle Technology

Canadians Perceptions of Electric Vehicle Technology

Canadians Perceptions of Electric Vehicle Technology

Plug-in hybrid electric vehicles (PHEVs)

Canadians Perceptions of Electric Vehicle Technology

Canadians Perceptions of Electric Vehicle Technology

Canadians Perceptions of Electric Vehicle Technology

Canadians Perceptions of Electric Vehicle Technology

Awareness and knowledge g of electric vehicle technology

Canadians Perceptions of Electric Vehicle Technology

Awareness of electric-powered vehicles

Canadians Perceptions of Electric Vehicle Technology

Top-of-mind thoughts about electric vehicles

Canadians Perceptions of Electric Vehicle Technology

Familiarity with aspects of electric vehicles

Plans for introduction 5

Canadians Perceptions of Electric Vehicle Technology

Vehicle makes with full or partial electric power

Canadians Perceptions of Electric Vehicle Technology

Familiarity with hybrid vehicles

Canadians Perceptions of Electric Vehicle Technology

Experience with hybrid vehicles

% considering g purchasing/leasing p g g a hybrid y

Canadians Perceptions of Electric Vehicle Technology

Reasons for considering buying a hybrid

Canadians Perceptions of Electric Vehicle Technology

Barriers to purchasing hybrids

Canadians Perceptions of Electric Vehicle Technology

Reasons for having bought a hybrid

Canadians Perceptions of Electric Vehicle Technology

Types of hybrids available to buy today

Plug-in hybrid electric vehicle (PHEV)

Battery y electric vehicle ( (BEV) )

Subgroup: Canadian drivers aware of hybrids (n=1,737)

Canadians Perceptions of Electric Vehicle Technology

Canadians Perceptions of Electric Vehicle Technology

Canadians Perceptions of Electric Vehicle Technology

Plug-in g hybrid y electric vehicles (PHEVs)

Canadians Perceptions of Electric Vehicle Technology

Interest in purchasing or leasing a PHEV

12 High Hi h school h l or less

15 College/ C ll / some university

Canadians Perceptions of Electric Vehicle Technology

Interest in renting a PHEV

Canadians Perceptions of Electric Vehicle Technology

Barriers to PHEV purchase

Q31 Very important

Canadians Perceptions of Electric Vehicle Technology

Reasons for purchasing or leasing a PHEV

Canadians Perceptions of Electric Vehicle Technology

Access to electrical outlet at home as a barrier to PHEVs

Canadians Perceptions of Electric Vehicle Technology

Access to electrical outlet at work as a barrier to PHEVs

Canadians Perceptions of Electric Vehicle Technology

Price considerations in PHEV purchase

7 Willing to pay up to 20%

Canadians Perceptions of Electric Vehicle Technology

Effectiveness of PHEV purchase incentives

Battery-electric y vehicles (BEVs)