Of the estimated 4.2 million Australian drivers who would seriously consider buying a fully electric vehicle, 60.7% say they will probably spend less than $25,000 on their next vehicle, with 44.8% saying that figure will be under $20,000.

Price Intention: Spend on Next Vehicle*


Source: Roy Morgan Research, May2009 – April 2010, Drivers n=15,607, Drivers who would seriously consider an electric vehicle n=4,480.* Approximately 12% of drivers could not say the amount intended to spend on their next vehicle.


A further look at those drivers who would seriously consider an electric vehicle reveals that the majority live in capital cities (64%), and/or live in households without children (64%).

They are 27% more likely than the average Australian driver to consider themselves a “bit of an intellectual,” 18% more likely to say they look for new experiences every day and 17% more likely to go out of their way to learn about new technology.

They are also 56% more likely to prefer an ecotourism experience for their next holiday, 38% more likely to buy organic food and 35% more likely to agree that a percentage of everyone’s income should go to charities.


Norman Morris, Industry Communication Director, Roy Morgan research, says:

“Early indications suggest the market for fully electric vehicles in Australia is currently skewed towards consumers with low-to-mid level price intention.  This has obvious implications for manufacturers intending to capture and grow share in this as-yet untested market.

“Modest price intention, combined with a target market that seems to be part early-adopter and part environmentally conscious, suggests that car makers planning to have an impact in this niche should work carefully to ensure their offering is not only environmentally sound, but presents an affordable solution for Australian drivers.

“Innovation comes at a price. It will be interesting to observe the extent to which efforts to educate the public on the benefits of zero-emission vehicles can set new price expectations amongst the Australian driving public.”

 

Click here to purchase a detailed Roy Morgan Target Profile of those who would seriously consider purchasing an Electric Vehicle.

This Target Profile provides a broad understanding of those people who would consider buying a fully electric (plug-in) vehicle, in terms of demographics, attitudes, activities and media usage in Australia.


For more details contact:

info@roymorganonlinestore.com