Consumer Attitudes Toward EVs

By Boston Consulting Group

Consumer attitudes toward electric cars and other environmentally friendly vehicles differ somewhat around the world.  The graph measures consumer response in the United States, the European Union and China.  The left-hard bar represents the percentage of people who would buy an environmentally friendly vehicle “if I had to pay more over the life of the vehicle.”  The percentage in China is more than double that of the United States.  The center bar represents the response, “if I had to pay more up front but would make it back over time.”  More than half the respondents in China chose this option. The right-hand bar – “Not willing to pay more up front” – represented the majority response in the United States and a plurality in Europe.  Resistance to paying more for environmentally friendly vehicles is still high. 

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