Institute of Transportation Studies Report Looks at Capacity, Knowledge of Plug-In Electric Vehicles

Frequent readers of HybridMile have read plenty of articles about all-electric, hybrid and alternative fuel vehicles. These stories rarely touch on the American public’s broader knowledge of electric vehicles. The assumption that every American household is familiar with all-electric and hybrid options is challenged by a recent report from the UC-Davis Institute of Transportation Studies.



Researchers Jonn Axsen and Kenneth Kurani asked 2,373 households from coast to coast a series of questions testing their ability to use and understand the next generation of alternative vehicles. Axsen and Kurani asked each household four essential questions regarding familiarity with electric vehicles, access to electric recharging and the appeal of various plug-in hybrid electric designs. The results of this research shows that half of the participants have access to sufficient recharge opportunities while one third have an interest in electric vehicles.

The UC-Davis study team found that most participants were unfamiliar with plug-in electric designs and technology. Axsen and Kurani noted that motor companies may have barriers to introducing electric vehicles into the market but that most consumers present “blank slates” for marketing and distribution. The study went further to show preferences by participating consumers about electric vehicle designs. The split between hybrid vehicles with change-sustaining elements (41.1%) and vehicles with all-electric systems (between 4.7% and 12.3% depending on amount of education) shows that many consumers need to be educated about the latter before leaving behind vehicles with combustion engines.

Axsen and Kurani were concerned with the impact of increased plug-in hybrid electric vehicles on gas prices as well as home electric prices. The duo determined that the combination of electrical capacity and interest by study participants could lead to a 50% cut in fuel consumption by the households in question. The accompanying increase in electrical use would put additional strain on utility grids but the UC-Davis team eschewed solid numbers. This ambivalence is due to myriad factors including time of day, amount of grid use by each driver and number of people using electricity in a particular community.

This study puts the burgeoning hybrid vehicle market into perspective for manufacturers, consumers and industry experts. It is critical that consumers who are concerned about fuel economy and the environment take the initiative to learn about efficient vehicle options. This responsibility needs to be mirrored by government agencies, industry groups and automakers in the form of public education programs focused on the benefits of hybrid vehicles.