1. Get more info on this report!
Electric Vehicle (EV) and Plug-In Hybrid Electric Vehicle (PHEV)
Markets Worldwide
March 1, 2010
In 2009, the Toyota Prius hybrid electric vehicle (HEV) became the best selling
passenger vehicle in Japan, beating out all other gasoline powered cars. It has been
thirteen long years, but hybrids have finally hit the big time. No longer just for
environmentalists, electric vehicles (EV) are now mainstream.
Hybrids have always been a niche market, capturing one percent or less of the world
passenger vehicle market through the first decade of the millennium. But in 2009, SBI
Energy estimates that just over 700,000 electric vehicles were sold worldwide, with 99%
of those being hybrid electric vehicles. HEVs stole 1.5% of the world passenger vehicle
market in 2009, and almost 8% of the same market in Japan.
The demographics for hybrid ownership are still very much skewed towards affluent,
educated families; the classic early adopters of new technologies. But with the surge of
general consumer acceptance of HEVs, seen by the uptake in HEVs in 2009 even
during the most difficult recession since the 1930’s, there will be new consumer
segments purchasing HEVs in the coming years.
And with hybrids hitting the mainstream, plug-in hybrid electric vehicle (PHEV) and BEV
models are not far behind. Plug-in electric vehicle products from Toyota, Nissan and
Mitsubishi are coming to market in 2010, following in the successful tire tracks of
hybrids. But the lithium-ion battery technology required to make PHEVs and BEVs with
a sufficient driving range to appeal to consumers is expensive, leading to a cost
premium for plug-in vehicles that will keep sales minimized over the next four to five
years. This leaves the road wide open for hybrids to continue to dominate the EV
market.
Electric Vehicle (EV) and Plug-In Hybrid Electric Vehicle (PHEV) Markets Worldwide by
SBI Energy analyzes the manufacturing and sales of electric based passenger vehicles
throughout the world with a particular emphasis on the United States and Japan as the
leading markets for electric vehicles. The analysis will include definitions, current
product offerings and market detail on the following segments:

2. Road legal hybrid electric vehicles (HEV), both current offerings and anticipated
models, that use gasoline, diesel or ethanol blends for the internal combustion
engine (ICE). This includes road legal passenger vehicles and light duty trucks.
Road legal plug-in hybrid electric vehicles (PHEV), both current offerings and
anticipated models, that use gasoline, diesel or ethanol blends for the internal
combustion engine (ICE).
Road legal battery electric vehicles (BEV), both current offerings and anticipated
models. This will include passenger vehicles, light duty trucks, motorcycles, and
neighborhood electric vehicles (NEVs, essentially non-highway rated road-legal
vehicles).
Read an excerpt from this report below.
Report Methodology
This report contains both primary and secondary data obtained from government
sources, trade associations and publications, business journals, scientific papers,
company literature, investment reports, and interviews with industry professionals.
Statistics describing the sales of hybrid vehicles in the U.S. are primarily through the
U.S. Department of Energy Alternative Fuels Data Center. Sales and production data of
hybrid vehicles in Japan is from the Japan Automobile Dealers Association and the
Japan Automobile manufacturers Association.
Simmons Experion Market Research Bureau’s fall 2009 survey, based on a nationwide
sample of over 25,000 U.S. adults, provides the primary research data on consumer
penetration and demographics related to hybrid vehicle adoption in the U.S. market.
What You’ll Get in This Report
Electric Vehicle (EV) and Plug-In Hybrid Electric Vehicle (PHEV) Markets Worldwide
provides a concise, focused look on the world of battery electric and hybrid electric
vehicles as it exists today, and shows where the market is moving towards in the next
five years. The report highlights key players in the industry and pinpoints ways current
and prospective competitors can capitalize on recent trends and spearhead new ones.
No other market research report provides both the comprehensive analysis and
extensive data that Electric Vehicle (EV) and Plug-In Hybrid Electric Vehicle (PHEV)
Markets Worldwide offers. Plus, you’ll benefit from extensive data, presented in easy-to-
read and practical charts, tables and graphs.
How You’ll Benefit from this Report
If your company is already doing business related to hybrid vehicles, or is considering
making the leap, you will find this report invaluable as it provides a comprehensive
package of information and insight not offered in any other single source. You will gain a
thorough understanding of the current market for all aspects of electric vehicles, as well
as projected markets and trends through 2014.

3. This report will help:
Marketing managers identify market opportunities and develop targeted
promotion plans for homeowners looking to maximize fuel economy of their next
new car and want to help reduce greenhouse gas emissions.
Research and development professionals stay on top of competitor initiatives
and explore demand for current electric drive train and vehicle battery
technologies.
Advertising agencies working with clients in the banking, retail and construction
industries develop messages and images that compel homeowners to migrate
towards electric vehicles when considering their next automobile purchase.
Business development executives understand the dynamics of the market and
identify possible partnerships.
Information and research center librarians provide market researchers, brand
and product managers and other colleagues with the vital information they need
to do their jobs more effectively.
Additional Information
Market Insights: A Selection From The Report
The hybrid electric vehicle has been accepted into the automotive scene like no
other type of electric vehicle before. For all practical purposes, HEV sales are
electric vehicles sales; SBI Energy calculates that worldwide HEV sales
accounted for 99% of world electric vehicle sales in 2009. What is even more
impressive is how well HEVs are doing compared to regular passenger vehicles.
With the plunging of the auto market around most of the globe, and particularly in
Japan and the U.S., it comes as a huge shock to see that hybrid sales in the
world have actually risen an estimated 33% in 2009 to 695,700 vehicles over
2008’s 519,200 hybrids sold. In fact, HEV car sales accounted for an SBI Energy
estimated 1.5% of all passenger cars sold in 2009, up from just 1.0% of all cars
sold worldwide in 2008.
The U.S. and Japan have always been the largest market for HEVs, with the two
countries responsible for over 80% of HEV sales since 2004. But while the U.S.
has traditionally been the larger market of the two countries, that has changed. In
2009 SBI Energy calculates that the U.S. made up 42% of the world HEV market
while Japan garnered almost half of all world HEV sales at 48%.
Potential Owners Need to See the Money
Now that HEVs are moving into the mainstream and away market share in the
coming years. While most consumers enjoy the idea of a fuel efficient car that will
save them money, the price premium over gasoline models can be as high as
$7,000 for a hybrid. This makes the argument that the price premium will have a
five to seven year payback period and that an HEV will cut your overall driving
costs a little hard to accept.
Hybrids are at a critical juncture, where they are starting to be seen as
mainstream and yet are still selling for a premium price. To prevent a decline in
market share, HEV manufacturers are going to have to work to reduce costs and
governments are going to have to provide incentives to help bring the price of

4. hybrids close to their internal combustion engine counterparts. SBI Energy sees
the next three years through 2012 being crucial in how quickly hybrid market
share will grow based on these financial realities.
Table of Contents
Chapter 1: Executive Summary
Scope
Methodology
World Vehicle Production & Sales
World Hybrid Vehicle Sales
Figure 1-1: World Sales of Hybrid Electric Vehicles, 2004-2009 (in thousands of
vehicles)
U.S. HEV Sales
Figure 1-2: U.S. Sales of Hybrid Electric Vehicles, 2004-2009 (in thousands of
vehicles)
Japan HEV Sales Explode in 2009
Figure 1-3: Japan Shipment of Hybrid Electric Vehicles to Domestic Market,
2004-2009 (in thousands of vehicles)
World BEV & PHEV Sales Forecast
Figure 1-4: World HEV Sales Forecast, 2010-2014 (in thousands of vehicles)
BEV and PHEV Forecast
Top EV Manufacturers
Figure 1-5: World HEV Market Share by Unit Volume, FY2009 (in percentage)
Hybrid Electric and Plug-in Electric Hybrid Models
Table 1-1: Hybrid Models Available in the U.S., 2009
Key Current HEV & Future PHEV Models
Current and Future Battery Electric Vehicle Products
Batteries for EVs: Trying to Match the Power of Combustion
Table 1-2: HEV Battery Joint Ventures, 2009
Ni-MH Dominates in Today’s HEV Market
The Future of EVs is With Lithium-Ion
New Battery Manufacturing Locations
World EV Manufacturing
Figure 1-6: HEV Manufacturing Facilities, by Country, 2009
Future HEV Manufacturing Locations
New Future BEV Manufacturing Locations
EV Manufacturing Costs
Figure 1-7: U.S. Producer Price Index for Cars & Batteries, 1999-2009 (index)
Financing & Incentives for EV and EV Battery Manufacturers
U.S. Funding
The Motivation for Change - New CAFE Standards in the US

5. Figure 1-8: U.S. CAFE Requirements and Average New Model Fuel Efficiency,
1975-2009 (miles per gallon)
Government Funding Around the World
Adoption of Electric Vehicles: From Hybrid to Plugged-In
Battling Range Anxiety
The Still Long Road to a Widespread Plug-in Vehicle Market
Ownership Demographics
Figure 1-9: Psychographics of Hybrid Vehicle Owners, 2009 (percentage who
answered above or far above average)
BEV Ownership Demographics
Figure 1-10: BEV Use by State, 2007 (in number of vehicles)
Potential Owners Need to See the Money
Incentives for Purchasing EVs Around the World
The Well to Wheels of Green for EVs
Chapter 2: The Market Scope
Methodology
Terminology
Hybrid Electric Vehicle Flavors
Mild Hybrid
Full Hybrid
Plug-in Hybrid Electric Vehicles (PHEV)
Battery Types for EVs
World Vehicle Production
Figure 2-1: Total World Vehicle Production, 2004-2009 (in millions of vehicles)
U.S. and Japan Passenger Vehicle Sales
Figure 2-2: U.S. Passenger Vehicle Sales, 2004-2009 (in millions of vehicles)
Figure 2-3: Japan Passenger Vehicle Sales, 2004-2009 (in millions of vehicles)
World Hybrid Vehicle Sales
Figure 2-4: World Sales of Hybrid Electric Vehicles, 2004-2009 (in thousands of
vehicles)
U.S. HEV Sales
Figure 2-5: U.S. Sales of Hybrid Electric Vehicles, 2004-2009 (in thousands of
vehicles)
Figure 2-6: U.S. Sales of Hybrid Electric Vehicles by Model, 2009
Table 2-1: U.S. Hybrid Vehicle Sales by Model, 2008-2009 (in thousands of
vehicles)
Japan HEV Sales Explode in 2009
Figure 2-7: Japan Shipment of Hybrid Electric Vehicles to Domestic Market,
2004-2009 (in thousands of vehicles)
Figure 2-8: Sales of Prius & Insight in Japan by Month, 2008-2009 (in number of
vehicles sold)
European HEV Sales World BEV & PHEV Sales
Regional BEV Sales
Figure 2-9: U.S. Sales of Battery Electric Vehicles, 2004-2009 (in number of
vehicles)

6. Figure 2-10: Japan Sales of Battery Electric Vehicles, 2004-2009 (in number of
vehicles)
Plug-in Hybrids Still to Come
Imports & Exports of Hybrid Electric Vehicles
Figure 2-11: Japan Exports of Hybrid Electric Vehicles, 2004-2008 (in thousands
of vehicles)
Figure 2-12: U.S. Sales of Domestic vs. Imported HEVs, 2004-2009 (in
percentage)
Forecast
HEV Forecast
Figure 2-13: World HEV Sales Forecast, 2010-2014 (in thousands of vehicles)
BEV and PHEV Forecast
Figure 2-14: World PHEV and BEV Sales Forecast, 2010-2014 (in thousands of
vehicles)
Chapter 3: Current & Future EV/HEV/PHEV Products The Current Line of HEVs
and PHEVs
Figure 3-1: Worldwide HEV Model Availability, 2004-2009 (in number of models)
Table 3-1: Hybrid Models Available in the U.S., 2009
Chapter 3: Current & Future EV/HEV/PHEV Products [cont.]
Japan & Rest of World Models
Table 3-2: HEV Models Available Only Outside the U.S., 2009
Key HEV Models
Table 3-3: Top 10 HEV Models By Unit Sales in the U.S. and Their Mileage
Ratings, 2009 (in combined city/highway miles per gallon)
Toyota Prius
Honda Insight
Ford Fusion
S400 BlueHYBRID
Future & Concept HEVs (and even PHEVs)
Table 3-4: Announced Upcoming HEV Models
Key Upcoming Model PHEVs
Chevy Volt PHEV
Toyota Prius PHEV
The Current Battery Electric Vehicle Products
Table 3-5: BEV Models Available Worldwide, 2009
Key Models
Tesla Roadster
Reva i
Future BEVs
Table 3-6: Announced Upcoming Worldwide BEV Highway Capable Models
Key Models
Mitsubishi iMiEV/Citroën C-Zero/Peugeot iOn
Nissan Leaf
Electronic Vehicle Drivetrains for Hybrid Electric Vehicles
Table 3-7: Hybrid Drivetrains by Drivetrain Type, 2009
Hybrid Synergy Drive

7. Two-Mode System
Voltec System
Batteries for EVs: Trying to Match the Power of Combustion
Table 3-8: HEV Battery Joint Ventures, 2009
Current Battery Offerings
Ni-MH Dominates in Today’s HEV Market
Figure 3-2: Battery Market Share for Hybrid Vehicle Ni-MH Batteries Sold in U.S.,
2009
Table 3-9: Battery Manufacturers for Current Model Ni-MH HEVs, 2009
The Future of EVs is With Lithium-Ion
Table 3-10: Lithium-Ion Battery Suppliers for Current & Future EVs, 2009
Chapter 4: Worldwide Electric Vehicle Manufacturing
World HEV Manufacturing
Figure 4-1: HEV Manufacturing Facilities, by Country, 2009
Table 4-1: HEV/PHEV Production Locations, 2009
Current Key Production Facilities
Tsutsumi Prius factory
Kokura Lexus Factory
Future HEV Manufacturing Locations
World BEV Manufacturing
Table 4-2: Electric Vehicle Manufacturing Locations, 2009
New Future BEV Manufacturing Locations
Table 4-3: Future EV Manufacturing Locations
EV Manufacturing Costs
Figure 4-2: U.S. Producer Price Index for Cars & Batteries, 1999-2009 (index)
Commodity Costs
Figure 4-3: Metal Commodity Prices, 2000-2009 (in $/metric ton indexed to the
year 2000)
The New Future in EV Battery Production
Starting from Zero - Kick Starting the U.S. EV Battery Industry
Table 4-4: HEV Battery Manufacturing Awards From ARRA, 2009
New U.S. Battery Manufacturing Locations
New Battery Manufacturing Elsewhere in the World
Financing & Incentives for EV Manufacturers
The Motivation for Change - New CAFE Standards in the US
Figure 4-4: U.S. CAFE Requirements and Average New Model Fuel Efficiency,
1975-2009 (miles per gallon)
U.S. Government Funding
Table 4-5: EV Manufacturing and Demonstration Awards From ARRA, 2009
Government Funding Around the World
Japan
The European Union
Canada
Developing Charging & Smart Grid Infrastructure
Figure 4-5: Global Market Value of Electric Vehicle Infrastructure Manufacturing,
2004-2009 (in $ billions)

8. Chapter 5: Consumer & Market Trends
A Note on Experian Simmons Consumer Data
Adoption of Electric Vehicles: From Hybrid to Plugged-In
Adoption of HEVs in the U.S. lags behind Japan
Figure 5-1: HEV Sales in U.S. & Japan as Percentage of Passenger Vehicle
Sales, 2004-2009 (percentage)
HEV Adoption in Europe
Battling Range Anxiety
Regulations and Promotions to Speed Adoption
NEV State by State Regulations
Table 5-1: State by State Speed Vehicle Access to Roadways, 2010
The Still Long Road to a Widespread Plug-in Vehicle Market
Ownership Demographics
Hybrid Ownership in the U.S.
Table 5-2: Demographic Indicators and Resistors of U.S. HEV Owners, 2009
(Index)
Figure 5-2: Psychographics of Hybrid Vehicle Owners, 2009 (percentage who
answered above or far above average)
Hybrid Ownership Elsewhere in the World
BEV Ownership in the U.S.
Figure 5-3: BEV Use in the USA, 2004-2009 (in number of vehicles)
Figure 5-4: BEV Use by State, 2007 (in number of vehicles)
BEV Ownership in Other Countries
Potential Owners Need to See the Money
Incentives for EVs in the U.S
Table 5-3: State by State Incentive Availability for EVs, 2010
EV Incentives in Japan
EV Incentives in Europe
Even for Electric Vehicles, the Price of Gas is King
Figure 5-5: U.S. Monthly HEV Sales in & Gasoline Prices, 2007-2009 (gasoline
prices in cents & hybrid sales in units sold)
Technology Trends
Electric Vehicle Conversion Kits
The Well to Wheels of Green for EVs
Carbon Emissions of HEVs
Table 5-4: Best and Worst Carbon Footprints for HEVs Sold in the U.S., 2010 (in
tons CO2/year)
Recycling of HEV Batteries
Chapter 6: Competitor Profiles
Figure 6-1: World HEV Market Share by Unit Volume, FY2009 (in percentage)
Acquisitions, Mergers, & Joint Ventures
Government Motors
Chrysler Allies with Fiat
Ford is Getting Back to Basics
Toyota Motor Corporation
Overview

9. Performance
Figure 6-2: Toyota Motor Corporation Annual Revenue, FY2005-FY2009 (in
trillions of yen)
Figure 6-3: Regional Distribution of Toyota Auto Sales, FY2009
Figure 6-4: Worldwide Toyota Sales of Passenger HEVs, 2000-2009 (in
thousands of units) Source: Toyota Motor Corporation; 2009
estimated by SBI Energy.
Products
Table 6-1: Sales of Toyota Passenger HEVs by Model, 1997-August, 2009 (in
thousands of vehicles)
Significant Developments
Toyota Awash in Recalls
Toyota Invests in Lithium Mining
A Separate Prius Brand?
The Plug-in Prius is Ready! (For Some)
Honda Motor Company
Overview
Performance
Figure 6-5: Worldwide Honda Revenue, FY2005-2009 (revenue trillions of yen,
income in billions of yen)
Products
Table 6-2: Cumulative Honda Hybrid Vehicle Sales, 1999-Jan. 2009 (in number
of vehicles sold)
Significant Developments
Ford Motor Company
Overview
Performance
Figure 6-6: Worldwide Ford Revenue, FY2005-2009 (in billion dollars)
Products
Significant Developments
General Motors Company
Overview
Performance
Products
Table 6-3: GM HEV Cumulative U.S. Sales, 2009
Significant Developments
Nissan Motor Company
Overview
Performance
Figure 6-7: Worldwide Nissan Revenue, FY2005-2009 (in trillions of yen)
Products
Significant Developments
Chrysler Group
Overview
Performance
Products

10. Tesla Motors
Overview
Performance
Products
Significant Developments
Mitsubishi Motors
Overview
Performance & Products
Reva
Overview
Performance & Products
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