According to the latest wave of the Harris Interactive AutoTECHCAST(SM) study, more than one-quarter (27%) of U.S. vehicle owners(1) say they are likely (13%), very likely (8%) or extremely likely (6%) to include plug-in hybrid engine technology in their next vehicle(2). When presented with a suggested market price of $3,200, consideration for the technology drops to a net sixteen percent. Males (27%) and females (27%) are equally likely to include the technology in their next vehicle, while entry SUV owners (45%) show the highest levels of interest in plug-in hybrid technology compared to other vehicle segment owners.

Among vehicle owners who say they are at least likely to include plug-in hybrid technology in their next vehicle, 84 percent say they would prefer plugging in versus filling up at the gas station each week. Less than half (45%) say they expect to have to charge the vehicle once a day. Three in 10 (29%) expect to charge the vehicle two to three times per week, and another 15 percent expect a weekly charge. In terms of charging time, there are varying expectations. Three in 10 (30%) of those considering plug-in technology in their next vehicle expect a two to four hour charge, another 30 percent expect a five to seven hour charge, and 20 percent expect an eight to 10 hour charge. Those considering plug-in hybrid technology, on average, expect to get adequate mileage out of one charge. The challenge for plug-in hybrid vehicle owners might be in the places they choose to park. Forty-six percent of those who will consider plug-in hybrid technology say they park in a private garage that is either connected or separated from the home, and more than one-third (37%) say they currently park in a private driveway when they are home. Six percent say they currently park their vehicle on the street.

Utilities and manufacturers will have to consider provisions needed for those who park street-side, in driveways and in public-parking garages as demand for the technology grows; and 200-foot extension cords probably will not be the answer.”

Source: Stephen Lovett, Director of Automotive & Transportation Research at Harris Interactive

Harris Interactive

Complete study results Here