Although the Electric Vehicles (EVs) have been around since the earliest days of automotive industry, they were not able to live up to consumer demand in terms of price range and charging time until recently. A recent survey has revealed what the consumer demands from EVs. According to a study based on a survey conducted in 17 countries with 13,000 individuals the demanded technology and the result of the study is that EV technology is at a period of its lifecycle where the performance of the technology is not at a level that customer expects.
Although there is a high consumer willingness recently to either consider to purchase EV or willing to be a first mover when it comes to EV adoption, many of them does not compromise in Range. Despite the fact that the average consumer does not exceed 50 miles per day, the consumer still demands further range capacity from EVs. The majority of the consumers correlate EVs range with conventional internal combustion engine (ICE) vehicles . Also According to Hidrue, M. (2010) “range anxiety” is the primary concern of a potential EV consumer. As the figure illustrates, although the greater majority (78%) of consumers in the US drives around 50 miles, a big portion of them have expectation for EV to be able to drive around 300 miles.
The current technology allows EVs to drive between approximately 100 miles between charges. The only EV that can get close to consumer demand in terms of range is Tesla S (which drives 265 miles) as of 2013. However, the average technology does not live up to consumer demand in terms of drivable range between charges currently. The main constraint for the low range is energy density. According to Deploit (2011), the forecast was revealing that with the battery technology in hand the driving range still would fall short of consumer expectations.
1.2 Top Speed and Acceleration
There are multiple schools of thought about how consumer behavior...
References:  Deloitte (2011), Survey: Electric vehicle realities versus consumer expectations
 Hidrue, M., (2010) Willingness to Pay for Electric Vehicles and their Attributes
 Wikipedia, (2013) Plug-in electric cars in the United States: http://en.wikipedia.org/wiki/Plug-in_electric_vehicles_in_the_United_States
 Lee, H., Lovellette, G., (2011) Will Electric Cars transform the U.S. Vehicle Market.
Wikipedia, Tesla S (2013), http://en.wikipedia.org/wiki/Tesla_Model_S
 Shaltz, E., (2011), Electric Vehicle Design and Modeling.
 Sinha, P., Agrawal, V., (2011), Evaluation of Electric Vehicle Architecture Alternatives.
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