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

Brett D. H. Williams and John B. Anderson
Additional contact information
Brett D. H. Williams: Center for Sustainable Energy (CSE), 3980 Sherman St. Suite 170, San Diego, CA 92110, USA
John B. Anderson: Center for Sustainable Energy (CSE), 3980 Sherman St. Suite 170, San Diego, CA 92110, USA

Energies, 2021, vol. 14, issue 7, 1-24

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 (search for similar items in EconPapers)
JEL-codes: Q Q0 Q4 Q40 Q41 Q42 Q43 Q47 Q48 Q49 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/1996-1073/14/7/1899/pdf (application/pdf)
https://www.mdpi.com/1996-1073/14/7/1899/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jeners:v:14:y:2021:i:7:p:1899-:d:526689

Access Statistics for this article

Energies is currently edited by Ms. Agatha Cao

More articles in Energies from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().