Collaborative Study on the Market Potential for Plug-in HEVs and Engine Dominant HEVs in 2010 by EPRI, Automakers, Agencies, Utilities, National Labs and Others: A Description of the Customers Who Prefer HEVs

摘要

In July 2001, some of the results of an unusual collaborative HEV market research effort were published forrnmid-size cars, followed in July 2002 with the results for SUVs. This paper presents previously unpublishedrninformation from this study, describing the market demographics of the customers who prefer HEVs overrnconventional vehicles. The EPRI-led collaborative effort, called the HEV Working Group (General Motors,rnFord, Electric Power Research Institute, Southern California Edison, New York Power Authority,rnSacramento Municipal Utility District, California Air Resources Board, Department of Energy, ArgonnernNational Lab, National Renewable Energy Lab, South Coast Air Quality Management District, andrnUniversity of California at Davis) worked with Dr. Amanda Miller to design the questions, format and otherrnaspects of the study. The study was focused on evaluating the market potential of both gasoline-only HEVsrnand plug-in HEVs in the 2010 timeframe. By putting study participants into a future world where HEVsrnwere commonly available, the team was able to evaluate the true benefits and costs of this technology.rnHEVWG teams created detailed models of future vehicle performance, costs and environmental benefits,rndesigning realistic vehicles to be evaluated in the market research. Collaboration among parties withrndiffering viewpoints minimized research biases. The sophisticated computer-administered interview processrnprovided customized cost and benefit information to each interviewee based on their driving patterns andrnvehicle type. The dynamic market model enabled the team to evaluate a variety of "what-if" scenarios,rnidentifying the markets with the greatest potential for HEV adoption, and the vehicle design factors requiredrnto help HEVs succeed. This paper presents new information for the HEV 0, HEV 20, and HEV 60 on whatrntypes of buyers are interested in these vehicles, and how demographics, driving patterns, housing/parkingrnsituation, desire for benefits, personal values and attitudes are different for these customers.