Plug-in cars such as the Toyota Prius and the forthcoming Tesla Model 3 make a lot of sense to some of us: They reduce emissions and they can save us cash on fuel. But Canadian’s aren’t digging the idea, and here is why:
The Canadian Plug-In Electric Vehicle Study recently took a closer look at consumer behaviour, as well as their perceptions.
According to the findings, most Canadian consumers still don’t understand what plug-in’s actually are.
There are actually two kinds:
- Plug-in hybrid
Understanding of plug-in hybrid’s is low across the pond, with only 18% of participants able to describe how to correctly fuel a Prius.
None of the participants have had any experience whatsoever with a battery-electric vehicle.
Canada on the whole is struggling to convince buyers to take a closer look at plug-ins, and is in need of a cohesive strategy.
Tesla Associated With Success
According to the researchers, people who do buy plug-in’s tend to be better educated than those who still buy traditional diesel or petrol cars.
PEV buyers also have more cash.
Income and education levels soared in the group of early adopters (folk who started snapping up plug-in’s before anyone else), while Canadian’s who buy the Tesla Model S tend to be better educated and more affluent than any other buyer group.
Consumers who do purchase a plug-in are motivated by benefits and perceptions that include the chance to reduce/slow down global warming, as well as the financial savings opportunities that greener cars present.
According to the study: “Different plug-in vehicles are associated with different symbols. All are associated with being pro-environmental, while Tesla is more associated with images of style and success.”
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