Table of Contents
Executive Summary
-
- The issues
- Falling fuel prices affect hybrid and electric car market
-
- Figure 1: Total US sales and fan chart forecast of hybrid and plug-in vehicles, at current prices, 2010-20
- Electric car range and infrastructure not yet up to snuff
- The opportunities
- Extended-range electrics could provide a bridge
- Supercharging is on the way
- Millennial men and Boomer women potential key segments
-
- Figure 2: Purchase consideration, by gender and age, December 2015
- What it means
The Market – What You Need to Know
-
- Falling fuel prices hurt hybrids, electrics
- Crossover craze keeps consumers away from hybrids
- Infrastructure not yet up to snuff for electric car charging
Market Size and Forecast
-
- Historic and projected sales performance
-
- Figure 3: Total US sales and fan chart forecast of hybrid and plug-in vehicles, at current prices, 2010-20
- Figure 4: US unit sales and forecast of hybrid and plug-in vehicles, 2010-20
Market Breakdown
-
- Hybrids struggle for sales
-
- Figure 5: Sales of hybrid and electric cars, by hybrids, 2015-20
- Figure 6: Total U.S. unit sales and forecast of hybrid and plug-in vehicles, by segment, at current prices, 2010-15
- Figure 7: Total U.S. unit sales and forecast of hybrid and plug-in vehicles, by segment, at current prices, 2010-15
- Electric car sales should improve
-
- Figure 8: Sales of hybrid and electric cars, by plug-in vehicles, 2015-20
Market Perspective
-
- New-car growth could boost hybrids, electrics
Market Factors
-
- Falling fuel prices can hurt hybrids, electrics
-
- Figure 9: Weekly U.S. all grades all formulations retail gasoline prices (dollars per gallon), 2015-16
- Crossovers, SUVs are catering to American tastes
- Infrastructure needs to catch up
Key Players – What You Need to Know
-
- Toyota Prius looms large
- Chevy Volt could lead a charge of extended-range electrics
- Infrastructure and technology available still a challenge
- Fast charge is the upcoming technology in the market
What’s Working?
-
- Toyota Prius looms large
-
- Figure 10: Toyota Prius online ad, 2015
- Figure 11: Hybrid and electric car model familiarity, December 2015
- Chevy Volt could portend a new way to go electric
- Tesla trying to change the game
What’s Struggling?
-
- Infrastructure needs to be built out
- Electric car range is still limited
- BMW and Lexus not widely known for their hybrid and electric models
-
- Figure 12: Hybrid and electric car model familiarity, December 2015
What’s Next?
-
- Fast charging might supercharge the market
The Consumer – What You Need to Know
-
- Consumers are interested in Hybrid and Electric cars
- Most hybrid and electric car research is performed online
- Consumers think hybrids and electrics are good for the environment
Consumer Interest in Hybrids and Electrics
-
- Today’s consumer will shop hybrid and electric cars
-
- Figure 13: Purchase consideration for hybrid and electric cars, December 2015
- Millennials express interest in Hybrids and Electrics
-
- Figure 14: Purchase consideration for hybrid and electric cars, by age, December 2015
- Boomer Women are interested in hybrid or electric cars
-
- Figure 15: Purchase consideration for hybrid and electric cars, by age and gender, December 2015
- Blacks show more future interest in hybrids/electrics
-
- Figure 16: Purchase consideration for hybrid and electric cars, by Hispanic origin and race, December 2015
Research of Hybrid and Electric Cars
-
- Internet drives hybrid and electric car research
-
- Figure 17: Hybrid and electric car research, December 2015
-
- Figure 18: Hybrid and electric car research, December 2015
- Men more likely to read news and research online
- Household income influences the medium consumers use for research
-
- Figure 19: Hybrid and electric car research, by household income, December 2015
Perceptions of Hybrid and Electric Cars
-
- Consumers perceive hybrids and electrics as expensive and efficient
-
- Figure 20: Purchase drivers for hybrid and electric cars, December 2015
- Men say hybrids and electric cars have good performance
- Millennials, Gen X most likely to think of hybrids/electrics as efficient
-
- Figure 21: Purchase drivers for hybrid and electric cars, December 2015
Attitudes towards Hybrid and Electric Cars
-
- Consumers say hybrids and electrics are environmentally friendly
-
- Figure 22: Attitudes towards hybrid/electric vehicles, December 2015
- Challenges for embracing hybrid and electric cars
-
- Figure 23: Attitudes towards hybrid/electric vehicles, December 2015
- Women do believe hybrids and electrics are worth the investment
-
- Figure 24: Attitudes towards hybrid/electric vehicles, by gender and age, December 2015
- Consumers associate hybrids to fuel-efficient
-
- Figure 25: Perceptions of hybrid and electric vehicles, December 2015
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumers
-
- Correspondence analysis
- Methodology
-
- Figure 26: Car type attributes, December 2015
- Cluster analysis
- Methodology
-
- Figure 27: Hybrid and electric cars clusters, December 2015
Back to top