BEVs: Misaligned, Misunderstood, and Missed Marketing
Vehicle owners' intent to make their next vehicle purchase a battery electric vehicle (BEV) is currently very low, yet 36% of owners indicate they will at least consider purchasing a BEV in the future. To capitalize on this interest in the BEV market, OEMs must address consumer concerns, understand misperceptions, and better align their marketing with consumer expectations, preferences, and finances.
To get a snapshot of vehicle owners' perceptions of and intentions for the BEV market, J.D. Power conducted a survey of 1,001 current vehicle owners in July 2012. This special report provides topline results of the J.D. Power 2012 US BEV Market Study.SM The findings indicate some sizeable challenges in marketing BEVs to today's consumers.
Nearly one-third (30%) of vehicle owners cite cost-related issues, such as vehicle price; cost to replace the battery pack; price of electricity; and maintenance costs as the most important concerns of owning a BEV.