Craig Giffi, leader of Deloitte’s U.S. automotive practice, said the so-called pure battery electric vehicle can’t meet the desires of mass-market consumers in terms of price, range and charging time.
“It certainly doesn’t look like it’s much more than a niche” vehicle, Giffi said in an interview today. “The solution seems to be a combination of hybrid technologies for the near future.”
Deloitte surveyed 13,500 consumers in 17 countries. The study found that consumer interest is high. In most countries, a majority of respondents considered themselves “first movers” who were likely to buy an EV or were “willing to consider” EVs. In the United States, 54 percent fell into those categories.
But when consumers shop for EVs, they are likely to be dissatisfied with:
• Price. In nearly all countries, most consumers were unwilling to pay any price premium for EVs. Less than a fifth of consumers were willing to pay more than a $2,000 premium — at a time when EV battery packs cost more than $10,000. In the United States, 9 percent of consumers were willing to pay more than a $2,000 premium.
• Range. To satisfy a majority of consumers in most countries, EVs would have to get 200 miles or more on a single battery charge. That is about double the range of most EVs today.
• Charging time. Most consumers wanted a charging time of less than two hours, significantly below Level 2 charging, which uses a 240-volt outlet and takes three to eight hours, Deloitte said. Charging using a standard U.S. 110-volt household line takes 10 to 20 hours.