Despite rising fuel prices and the widely spoken assertion that 2011 is going to be the year of the electric car, realising that vision may be some way off according to a new report from Deloitte.
A survey of 4,760 European consumers found that just 16 per cent see themselves as potential early adopters of EV technology, even though 53 per cent say they might be willing to consider buying or leasing an electric car at some point in the future.
More than 80 per cent of European consumers surveyed said that convenience to charge, range, and the cost to charge were all key considerations when buying or leasing an EV.
Three-quarters of European consumers surveyed (74 per cent) said that before they would consider purchasing an EV, they would expect it to be able to travel 300 miles between charges – much higher than what is currently available – and 67 per cent said the battery must take no longer than two hours to charge.
However UK consumers were most positive about EVs, being the most willing to pay a premium for an electric model and the least demanding about driving range. UK consumers revealed that they consider the ability to travel at least 200 miles between charges to be the tipping point, especially in London and the South East.
Across Europe, the majority (57 per cent) of respondents who say they may be willing to consider an electric vehicle expect to pay the same or less for an EV than they do for a regular car. Only 24 per cent of the same group say they would be willing to pay a premium.
David Raistrick, automotive partner and head of manufacturing at Deloitte UK, commented: "There is no doubt that electric vehicles are the future of the automotive industry. However, while interest in electric vehicles is growing, with 69 per cent of respondents willing to consider an EV today, current market offerings generally fall far short of consumers’ expectations for driving range, charging time, and purchase price.
"The automotive industry continues to invest in high end R&D to devise the cutting edge technology required for electric vehicles. It is clear that this innovation is a priority for car manufacturers.
“I believe there is potential for green vehicles to represent 10 per cent of the new car market within 10 years, although the road to get there will be bumpy. Manufacturers face many challenges, both in terms of actual design elements, as well as changing the mindset of consumers toward electric vehicles,” he added.
