Interesting survey done by Pike Research. I'm not willing to pay $2400 to buy the whole, but the executive summary was free. Relevant points (quoting Pike): Nearly three-fourths of respondents (74%) drive 40 miles or less to work daily and therefore would be well served by a plug-in hybrid electric vehicle (PHEV) with a 40-mile range. Survey participants stated that they drive an average of 22.2 miles to work per day. Nearly all plug-in vehicles have been developed to exceed consumers’ daily driving distance by providing a minimum of 30 miles of all-electric range under optimal conditions. The exception is the Toyota Prius Plug-in Hybrid Vehicle, which has an electric range of 15 miles. 81% of respondents stated that improved fuel efficiency would be an important factor when purchasing their next vehicle. This preference should serve as a good foundation for consumer EV demand and should partially offset demand inhibitors such as price sensitivity. Fundamental interest in PEVs was strong among our survey participants, with 40% stating that they would be “extremely” or “very” interested in a plug-in hybrid or all-electric vehicle with a range of 40 to 100 miles and an electricity cost equivalent of $0.75 per gallon. Levels of interest in EVs were not dramatically different between demographic segments such as age, gender, income, and level of education, suggesting that these vehicles should have solid mass-market appeal. That said, consumers under age 30 are somewhat more likely to demonstrate interest in PEVs, as are people with higher levels of education. Pike Research’s price sensitivity analysis, utilizing the Van Westendorp Price Sensitivity Meter methodology, indicates that for a traditional internal combustion engine (ICE) vehicle that would ordinarily cost $20,000, the optimal price point of a comparable PEV would be $23,750 – a significant price premium. While this indicates an understanding among consumers that PEVs will be priced at a premium, the amount is significantly less than automakers’ intended prices. We believe that this gap between actual pricing and consumer willingness to pay will be a significant inhibitor of demand for PEVs. Our results indicated that one size does not fit all when it comes to consumer PEV preferences. When asked to choose between five different PHEV and EV range/price options, respondents did not state a clear preference for any one configuration. Of the choices offered, the electric-only model with a 100-mile range of had the greatest number of respondents showing interest with 24%. It is notable that another 25% of respondents stated that they would not purchase any of the options provided. A vast majority of survey respondents (80%) indicated that they would be “extremely” or “very” interested in upgrading to a residential “fast-charging” EV charging unit that would utilize the same amount of electricity but reduce charging times from 8 to 12 hours to 2 to 4 hours. However, Pike Research’s survey results indicate that pricing is once again an issue with fast-charging equipment. Although our analysis suggests that the first generation of residential fast-charging equipment will cost between $500 and $800, only 28% of panelists stated that they would be willing to pay $500 or more for this capability. The average price consumers were willing to pay was $408. PEV intenders in our survey expressed strong interest in workplace, private, and public charging stations. The most popular choices for charging stations were the workplace (74%) and roadside charging stations (82%).