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An Overview of Tesla Battery Electric Vehicle Adopters Scott Hardman, Eric Shiu, Robert Steinberger –Wilckens & Thomas Turrentine Institute of Transportation Studies, University of California, Davis - May 2015 Contacting the Authors: Scott Hardman [email protected] [email protected] Visiting Scholar, The University of Birmingham, UK Figure 1: Socio-Economic attributes of this sample of early adopters of Tesla BEVs n=155 Methodology This data set of 155 BEV owners was gathered using an online questionnaire survey, with responses first being received in July 2014 and gathered until December 2014. Respondents were recruited using online electric vehicle forums. The following forums were used: Tesla Motors Official Forum, Reddit Tesla Forum, and Reddit Electric Vehicles. Introduction The results in this study are concerned with the adopters of one brand of BEVs, these are Tesla BEVs, which include the Tesla Model S (n=153) and the Tesla Roadster (N=11). These vehicles cost between US$75,000 and US$105,000. One would expect that these adopters will be different to the adopters of lower priced BEVs, such as the $30,000 Nissan Leaf. Results Figure 1 shows the socio-economic attributes of the sample, the sample is mostly male (89%), highly educated (23.9% Doctorate, 34.8% Masters, 33.5% Bachelors), with high household incomes (62.6% more than $180,000) and a high level of car ownership at 2.5 per household (compared to US average of 1.9). 0 10 20 30 40 50 60 70 80 90 100 Far Superior Slightly Superior Similar Slightly Worse Far Worse Percentage Brand Image/ Looks Purchase Price Range Time to Refuel Performance Fuel Economy Environemntal Impacts Life Style Fit Runnig Costs Figure 2: Responses to “Considering each of the following attributes how do you think your BEV compares to a gas powered car?” n=154 Conclusion Tesla adopters are of high socio-economic status, reasons for adoption are mainly due to performance, environmental, technology and aesthetic reasons. They view their vehicles positivity and are likely to continue with BEV ownership with future vehicle purchases. Defintel y Not 2% Probabl y Not 5% Unsure 12% Probabl y Yes 24% Definitel y Yes 57% Figure 3: Responses to “Will your next car be another battery electric vehicle?” n=155 Yes 64% No 5% Don’t Know 31% Figure 4: Responses to “Will your next car be another Tesla battery electric vehicle?” n=155 Figure 2 shows adopters opinions of their own vehicles, this shows that they largely view their vehicles as positive. Fuel economy was viewed as the most superior, followed by environmental impacts, performance, running costs and brand. Range, purchase price and time to refuel were perceived as being similar or slightly worse. Figure 3 & 4 show future purchase intentions, with 81% likely to continue with BEV ownership and 64% continuing with Tesla ownership. 58 40 22 20 17 13 13 10 9 8 8 6 4 4 3 0 10 20 30 40 50 60 70 Figure 1: Responses to “Please use the space below to outline in your own words why you purchased a battery electric vehicle” n=131 Figure 1 shows data from a qualitative question recording reasons for adoption of a BEV. The most commonly cited reason is due to the vehicles high performance. This is followed by environmental motivations second, then third because the vehicle represents a new technology. Running costs was unexpectedly low with only 17 people mentioning this as a reason for adoption. “Because it outperforms all other cars in its price range” Respondent 8 “The Model S is a compelling vehicle that is transformative that embodies style, performance, safety, and is the most fun car I have ever driven.” Respondent 9 “I wanted a near zero carbon footprint vehicle with good performance and comfort.” Respondent 41 “It was one of the very few things I could do to reduce my families carbon emissions.” Respondent 100 “We purchased a Tesla to support the cause of helping the environment and to support Elon Musk because we believe in his ability to bring electric cars to all” Respondent 86 89% 11% Gender Male Female 1% 6% 20% 28% 22% 17% 5% 1% Age 17-24 25-34 35-44 45-54 55-64 65-74 75-84 85+ 24% 35% 33% 7% 1% Education Doctorate Masters Bachelors High School Diploma 1% 5% 31% 45% 18% Household Income <$10K $10-40K $40-90K $90-180K $180-400K >$400K
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