A 2013 survey by the research company GFK presented the consumer attitudes of six different countries regarding electric vehicles (EV), with Japan and Russia being the most interested in EVs.
Around three-quarters or more of the interviewed people answered they have a good impression of electric cars. Spain comes in third with two-thirds having a favorable opinion, followed by France. The USA placed on the fifth position with only 36 percent positive answers while China comes in last with only one in six holding a favorable impression of the electric vehicle, according to the international press.
“The main barrier is that (EVs) are seen as having a high purchase price and high maintenance costs. Customers in the U.S. are not willing to pay more for electric cars compared to conventional engine cars, and they would like to see a wider range of choices,” states GFK’s survey.
“In Japan, which has by far the highest familiarity with EVs, it is the direct personal benefits that are most associated with them, such as ‘easy to operate,’ ‘safe’ and ‘reliable.’ But in the USA, China, Russia, France and, to a lesser extent, Spain, it is the other way around. In these markets, most respondents associate EVs primarily with the indirect benefit of ‘low emissions’ and have little perception of them as delivering direct personal benefits. If manufacturers focus on promoting the direct personal benefits of their electric vehicles in these countries, they will open up significant opportunities,” GFK’s survey adds.