Issue: Oct 2010


Consumers Show High Interest in Buying Electric Cars, But Reluctant About Price



by Ed Richardson

A new survey from The Nielsen Company shows that the majority of U.S. and U.K. consumers would consider purchasing an electric vehicle – a car powered by a battery-operated, electric motor instead of just a gasoline engine. However, many consumers are suffering from sticker shock when they discover the price of driving a “green” car.

When asked if they would be willing to pay more for an electric car than the cost of a conventional car, 65% of U.S. consumers said they did not want to pay more for electric cars. In the U.K., more than three-quarters (76%) were unwilling to pay more. Of those who accepted the price differential, slightly more than half of consumers in both countries (51% U.S., 57% U.K.) said they would not be willing to pay more than $5,000 above the average price of a standard vehicle.

For more on this report, please visit: 

http://blog.nielsen.com/nielsenwire/consumer/consumers-show-high-interest-in-buying-electric-cars-but-reluctant-about-price/  


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