The usual policy levers are not engaging consumers in the transition to electric vehicles: A case of Sacramento, California

Abstract

We investigate whether the population of all vehicle owning households has already considered purchasing a plug-in hybrid (PHEV) or battery electric vehicle (BEV). First, we explore purchase engagement and find that even in the city where Zero Emission Vehicle (ZEV) policy originates (Sacramento, California) few consumers are engaged with PEVs, few have considered purchasing one, many cannot name a single BEV or PHEV presently for sale, and many are not aware of incentives to buy or advertising of them. Next we model purchase consideration using ordinal logistic models to understand correlations of purchase consideration with: awareness of incentives, advertising, or ride and drives; whether respondents know how PHEVs and BEVs are fueled or the name of one for sale, have sought information on PHEVs and BEVs or have spoken to an owner; the density of chargers and PHEVs and BEVs in respondents’ home location; and respondent socio-demographics. We do not find any relationship between common engagement strategies (e.g. advertising, incentives, and ride and drives) and whether consumers have already considered buying a PHEV or BEV. Those who have considered purchasing a BEV or PHEV have done so due to prior interest.