Early US Market for Plug-In Hybrid Electric Vehicles Anticipating Consumer Recharge Potential and Design Priorities

Plug-in hybrid electric vehicles (PHEVs) are proposed as both a near-term technology to achieve energy and environmental goals and as a transitional step toward viable all-electric vehicles. To replace assumptions with observations of potential PHEV drivers' behavior in market and impact analyses, an Internet-based survey of 2,373 new-car-buying house-holds in the United States was conducted. The instrument required households to answer questions, complete a driving and parking diary, and then complete several PHEV design exercises. Three conclusions could be drawn from the resulting data. First, at least half of the target population is already equipped for at-home vehicle recharging but has little opportunity for recharging at the workplace or other locations. Second, the study found that the respondents had widely varied interests in four possible PHEV attributes: fuel economy (in both charge-depleting and charge-sustaining operations), blended versus all-electric operation, the distance over which the vehicle is in the charge-depleting mode, and the recharging speed. Nevertheless, the appeal of increased fuel economy appears to be the highest and that of faster recharging appears to be the lowest. Furthermore, there is little interest in all-electric operation. Third, given the previous two points, it was estimated that about a third of the target population has both the infrastructure to recharge a PHEV and interest in a vehicle with plug-in capabilities. Policy, technology, and energy providers may use this information to understand whether their plans, designs, and goats align with these present understandings or whether it would be collectively beneficial to foster new understandings of PHEVs among U.S. car buyers.