Findings from a consumer research study sponsored by Better Place showing strong consumer interest in electric vehicles

1. Electric vehicles: Assessing Torontonian consumer demand
Highlights of results from multi-national consumer survey
13 July, 2009
© 2009 Better Place

2. We know Canadians love their cars
Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.com/photos/daveseven/2783513240/sizes/l/, http://www.flickr.com/photos/nick_knouse/707999161/sizes/l/, http://
www.flickr.com/photos/nagy/116175917/sizes/l http://www.flickr.com/photos/djakartafotografi/2431822836/; used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better
Place
© 2009 Better Place

3. We know Canadians love their cars
Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.com/photos/daveseven/2783513240/sizes/l/, http://www.flickr.com/photos/nick_knouse/707999161/sizes/l/, http://
www.flickr.com/photos/nagy/116175917/sizes/l http://www.flickr.com/photos/djakartafotografi/2431822836/; used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better
Place
© 2009 Better Place

4. We know Canadians love their cars
Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.com/photos/daveseven/2783513240/sizes/l/, http://www.flickr.com/photos/nick_knouse/707999161/sizes/l/, http://
www.flickr.com/photos/nagy/116175917/sizes/l http://www.flickr.com/photos/djakartafotografi/2431822836/; used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better
Place
© 2009 Better Place

5. We know Canadians love their cars
Image credits: http://www.flickr.com/photos/loimere/2643029763/, http://www.flickr.com/photos/daveseven/2783513240/sizes/l/, http://www.flickr.com/photos/nick_knouse/707999161/sizes/l/, http://
www.flickr.com/photos/nagy/116175917/sizes/l http://www.flickr.com/photos/djakartafotografi/2431822836/; used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better
Place
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6. But, these cars are the source of
critical challenges…
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7. But, these cars are the source of
critical challenges…
air
pollution
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8. But, these cars are the source of
critical challenges…
air
pollution climate
change
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9. But, these cars are the source of
critical challenges…
air
pollution climate
change
dependence
on OIL
© 2009 Better Place

10. We wanted to understand car
buyers’ perspectives…
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11. How concerned are they about
these challenges?
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12. How concerned are they about
these challenges?
Are they willing to give up
their gas cars?
© 2009 Better Place

13. How concerned are they about
these challenges?
Are they willing to give up
their gas cars?
Are they ready
to embrace
electric cars?
© 2009 Better Place

14. To find some answers, we surveyed
more than 1,000 Torontonians…
Sample stratified on age, gender, and income to represent local markets; screened for their role in the decision to purchase their curent
car or their expected role in the selection of their next car; Study conducted during March and April 2009, by IPSOS, the global leader in
market research Image credit: http://www.flickr.com/photos/jamescridland/613445810/sizes/l/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place

15. The findings may surprise you…
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16. are personally concerned about
dependence on oil.
How concerned are you personally about energy/oil dependence? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used
© 2009 Better Place

17. How concerned are you personally about air pollution? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used
© 2009 Better Place

18. Which of the following opportunities, if any, would you like the Canada to be a leader in addressing?
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19. Which of the following would you want to see significantly improved compared to your current car the next time you purchase a car? (pick 3 from list
that includes greater safety, reliability, maintenance costs, etc.)
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place

20. Which of the following would you want to see significantly improved compared to your current car the next time you purchase a car? (pick 3 from list
that includes greater safety, reliability, maintenance costs, etc.)
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place

21. How interested would you be in test driving an electric car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place

22. Which of these types of cars would you consider for your next purchase? (gas, hybrid, ev options available)
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place

23. How interested are you in purchasing an electric car for your next car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place

24. EV interest is broad-based…
…strong among men and women, across the age
spectrum, and across income levels
Image credit: http://www.flickr.com/photos/aigarius/542611389/sizes/l/; Used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
© 2009 Better Place

25. Strong interest around the globe
Israel 57%
Denmark 40%
Australia* 39%
Canada** 35%
United States 30%
How interested are you in purchasing an electric car as your next car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used
* Sydney/Central Coast, Melbourne/Geelong, Brisbane/Gold Coast ** Greater Toronto area
© 2009 Better Place

26. Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place

27. They need assurance that…
• vehicles will meet their standards
• batteries are safe, environmentally friendly, reliable
• charging is available, easy, fast
• costs are reasonable
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
© 2009 Better Place

28. Summary: Torontonians ready for EVs
• Torontonians are concerned about climate change, air
pollution, and dependence on oil
• There is a strong desire for Canada to provide global
leadership in the development of renewable energy
• Torontonians top priority in their next car is better fuel efficiency
and many are looking beyond gas-only cars
• More than 1 in 3 are interested in an EV for their next car
• Interest is strong and widespread among all demographic groups
and driving patterns
• There are many questions left to be answered but given the
breadth of the interest…
• Demand could easily outpace initial supplies
• There will be significant opportunities for old and new companies to
capitalize
© 2009 Better Place

29. Appendix
© 2009 Better Place

30. Methodology
• Survey of 8,000 car owners in Israel, Denmark, US, Australia and
Canada
• Participants screened for role in the decision to purchase their current
car or expectation to have a significant role in their next car purchase
decision
• Survey conducted online in March & April, 2009 by leading global
market research company Ipsos
• Canada study based on stratified sample of 1,002 drivers in the Greater
Toronto Area, designed to represent driver population on age and gender
• Provided comparable descriptions of EVs, hybrids, gas only cars
• Margin of error based on sample size +/- 3% (expected estimates for
comparable samples should be within 3% points)
© 2009 Better Place 30

31. www.betterplace.com
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