Strategically Targeting Plug-In Electric Vehicle Rebates and Outreach Using “EV Convert” Characteristics

Abstract

To expand markets for plug-in electric vehicles (EVs) beyond enthusiastic early adopters, investments must be strategic. This research characterizes a segment of EV adoption that points the way toward the mainstream: EV consumers with low or no initial interest in EVs, or “EV Converts.” Logistic regression is utilized to profile EV Convert demographic, household, and regional characteristics; vehicle-transaction details; and purchase motivations—based on 2016–2017 survey data characterizing 5447 rebated California EV consumers. Explanatory factors are rank-ordered—separately for battery EVs (BEVs) and plug-in hybrid EVs (PHEVs), to inform targeted outreach and incentive design. EV Converts tend to have relatively “lower” values on factors that might have otherwise “pre-converted” them to EV interest: hours researching EVs online; motivation from environmental impacts and carpool-lane access; and solar ownership. PHEV Converts more closely resemble new-car buyers than other EV adopters, and BEV Converts actually tend to be younger and less-frequently white/Caucasian than new-car buyers. BEV Converts also tend to: lack workplace charging, be moderately motivated by energy independence, and reside in Southern California or the Central Valley. Predictors that not only help target consumers, but also help convert them, include rebates for BEV consumers and, modestly, fuel-cost savings for PHEV consumers.

Keywords

• electric vehicle
• EV
• adopter characteristics
• consumer segment
• outreach strategy
• incentive design