better place consumer research highlights - israel
DESCRIPTION
Findings from consumer research sponsored by Better Place showing strong consumer interest in electric vehiclesTRANSCRIPT
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13 July, 2009
© 2009 Better Place
Electric vehicles: Assessing Israeli consumer demand
Highlights of results from multi-national consumer survey
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We know Israelis love their cars
© 2009 Better Place
Image credits: Gahl Rinat, http://www.flickr.com/photos/naama/52740040/, http://www.flickr.com/photos/jacobrask/8424554/, http://commons.wikimedia.org/wiki/File:EM-susita-12-50-2.jpg/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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We know Israelis love their cars
© 2009 Better Place
Image credits: Gahl Rinat, http://www.flickr.com/photos/naama/52740040/, http://www.flickr.com/photos/jacobrask/8424554/, http://commons.wikimedia.org/wiki/File:EM-susita-12-50-2.jpg/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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We know Israelis love their cars
© 2009 Better Place
Image credits: Gahl Rinat, http://www.flickr.com/photos/naama/52740040/, http://www.flickr.com/photos/jacobrask/8424554/, http://commons.wikimedia.org/wiki/File:EM-susita-12-50-2.jpg/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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We know Israelis love their cars
© 2009 Better Place
Image credits: Gahl Rinat, http://www.flickr.com/photos/naama/52740040/, http://www.flickr.com/photos/jacobrask/8424554/, http://commons.wikimedia.org/wiki/File:EM-susita-12-50-2.jpg/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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But, these cars are the source of
critical challenges…
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But, these cars are the source of
critical challenges…
air pollution
© 2009 Better Place
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But, these cars are the source of
critical challenges…
air pollution
© 2009 Better Place
climate change
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But, these cars are the source of
critical challenges…
air pollution
© 2009 Better Place
climate change
dependence on OIL
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© 2009 Better Place
We wanted to understand car buyers’ perspectives…
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How concerned are Israelis about these challenges?
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How concerned are Israelis about these challenges?
© 2009 Better Place
Are they willing to give up their gas cars?
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How concerned are Israelis about these challenges?
© 2009 Better Place
Are they willing to give up their gas cars?
Are Israelis ready to embrace electric cars?
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To find some answers, we surveyed more than 1,500 Israelis…
Sample stratified on age, gender, and income to represent local markets; screened for their role in the decision to purchase their curent car or their expected role in the selection of their next car; Study conducted during March and April 2009, by IPSOS, the global leader in market research
© 2009 Better Place
Image credit: http://www.flickr.com/photos/jamescridland/613445810/sizes/l/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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The findings may surprise you…
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© 2009 Better Place
are personally concerned about dependence on oil.
How concerned are you personally about energy/oil dependence? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used
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© 2009 Better Place
How concerned are you personally about [air pollution, climate change]? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used
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Which of the following opportunities, if any, would you like the Israel to be a leader in addressing?
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Which of the following would you want to see significantly improved compared to your current car the next time you purchase a car? (pick 3 from list that includes greater safety, reliability, maintenance costs, etc.)
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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© 2009 Better Place
Which of the following would you want to see significantly improved compared to your current car the next time you purchase a car? (pick 3 from list that includes greater safety, reliability, maintenance costs, etc.)
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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How interested would you be in test driving an electric car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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Which of these types of cars would you consider for your next purchase? (gas, hybrid, ev options available)
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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How interested are you in purchasing an electric car as your next car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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EV interest is broad-based…
…strong among men and women, across the age spectrum, and across income levels
Image credit: http://www.flickr.com/photos/aigarius/542611389/sizes/l/; Used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place
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© 2009 Better Place
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
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© 2009 Better Place
Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place
They need assurance that… • costs are reasonable
• vehicles will meet their standards
• batteries are safe, environmentally friendly, reliable
• charging is available, easy, fast
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Strong interest around the globe
© 2009 Better Place
30%
35%
39%
40%
57%
United States
Canada**
Australia*
Denmark
Israel
* Sydney/Central Coast, Melbourne/Geelong, Brisbane/Gold Coast ** Greater Toronto area
How interested are you in purchasing an electric car as your next car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used
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Summary: Israelis ready for EVs
• Israelis are concerned about climate change, air pollution, and dependence on oil
• There is a strong desire for Israel to provide leadership in the development of renewable energy
• Israelis’ top priority in their next car is better fuel efficiency and the majority are looking beyond gas-only cars
• More than 1 in 2 is interested in an EV for their next car • Interest is strong and widespread among all demographic groups
and driving patterns
• There are many questions left to be answered but given the breadth of the interest… • Demand could easily outpace initial supplies • There will be significant opportunities for old and new companies to
capitalize
© 2009 Better Place
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Appendix
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Methodology
• Survey of 8,000 car owners in Israel, Denmark, US, Australia and Canada
• Participants screened for role in the decision to purchase their current car or expectation of having a significant role in their next car purchase decision
• Survey conducted online in March and April, 2009 by leading global market research company
• Israel study based on stratified sample of 1,505 Israeli drivers, designed to represent driver population on age and gender
• Provided comparable descriptions of EVs, hybrids, gas only cars
• Margin of error based on sample size +/- 2.5% (expected estimates for comparable samples should be within 2.5% points)
© 2009 Better Place 30
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© 2009 Better Place
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