University of California Institute of Transportation Studies

The survey project described here is intended to be the beginning of a multi-year project on the effectiveness of various activities in growing consumer interest in purchasing BEVs in the Sacramento region.

This survey in Sacramento shows that engagement in PEVs is moderate, based on the following results: 50% of respondents had seen some PEV-related advertising, mostly on television or in print media; 47% were aware of the California Clean Vehicle Rebate, and 46% aware of the federal tax credit; 40% could correctly name a PHEV, and 50% a BEV; 25% had sought out information on PEVs, mostly through the internet or speaking to car salespeople, friends, or family. Compared to respondents to a 2014 state-wide survey, a higher percentage of respondents to this 2018 Sacramento survey had seen charging stations, and a similar percentage, 3.3%, had actively shopped for a BEV. Ordinal logistic regression modelling indicated that the following factors were associated with having considered purchasing a BEV: being enthusiastic about PEVs, knowing someone by name who owns a PEV, having sought out information on PEVs, knowing how to refuel a PEV, and being familiar with the vehicles. Considering a BEV purchase was not associated with: having seen advertising, being aware of ride-and-drive events, having been in a PEV, having seen chargers, awareness of incentives, or the density of PEVs or charging stations near the respondent’s home.

Results suggest that respondents who are interested in BEVs are a self-selecting group whose interest is not the result of promotional activities. Existing efforts to engage the general population not yet had a significant impact on respondents thinking about purchasing a BEV. Future follow-up surveys will be able to track changes in respondent awareness, the impact of various advertising and awareness campaigns, and growing consumer engagement in PEVs over time.