INSERT ‗COVER PAGE‘ 0 INSERT ‗SPECIAL THANKS TO‘ Dear Executives, 2011 will not only be a breakthrough year for the Smart Grid and the … [consumers will have energy sector, but also a history maker for the electric vehicle (EV) and automotive industry. In an unprecedented series of events automotive manufacturers such as GM, Ford, CODA, and Nissan are on the brink of the ultimate say] on launching the first generation of EVs to the U.S. mainstream. So how will car markers get consumers into the driver‘s seat? From the Nissan Leaf and Chevy Volt advertisements in magazine gloss and viral videos to the whether the U.S. will be GE Wattstation making regular television appearances, consumers are finally getting up close and personal to the brands that can potentially become synonymous with the EV. just an EV testing bed Standing in the way of consumers moving beyond the marketing is the price tag and quite simply EV education. During the course of this study Zpryme found that there is a sizable group of consumers that will likely purchase an for the automotive EV in the next two years, however there is a substantial void in educating consumers on the value of making the crossover, ICE (internal combustion engine) to EV. industry or the [catalyst As 2011 starts to unfold consumers will have the ultimate say on whether the U.S. will be just an EV testing bed for the automotive industry or the catalyst for the global for global proliferation of next generation vehicles. All of us at Zpryme and Airbiquity know this study will provide thought- provoking commentary and actionable insight for your organization to make proliferation of next strategic decisions in 2011. I personally welcome your thoughts on the diverse topics addressed in this study as well as suggestions for future studies. Please feel free to contact Zpryme about this publication via email at generation vehicles]. [email protected]. Kind Regards, Jason S. Rodriguez CEO & Director of Research Zpryme Research & Consulting, LLC EXECUTIVE SUMMARY .............................................................................................................. 1 Charging Stations & Infrastructure................................................................................... 27 EV Consumer Profile by U.S. Region .................................................................................. 3 Key Findings: ....................................................................................................... 28 BACKGROUND & SCOPE ........................................................................................................ 6 Insights: ................................................................................................................. 28 METHODOLOGY ....................................................................................................................... 9 Trends: .................................................................................................................. 28 CHAPTER 1: EV CONSUMER SURVEY .................................................................................. 11 Summary ............................................................................................................................... 28 EV Consumer Survey Highlights ........................................................................................ 12 Outlook ................................................................................................................................. 28 CHAPTER 1: EV CONSUMER SURVEY ............................................................................. 13 The EV Experts Plug-in ....................................................................................................... 28 About the EV Consumer Survey ........................................................................................ 13 Airbiquity ............................................................................................................. 29 Likely to Purchase an EV in the Next Two Years ........................................................... 13 Boston Power ...................................................................................................... 30 Likely to Purchase an EV in the Next Five Years ........................................................... 13 BPL Global .......................................................................................................... 31 EV Interest Comparative Analysis .................................................................................... 13 Brammo Motorcycles ......................................................................................... 32 Demographics ...................................................................................................................... 14 Online Activities ................................................................................................................... 14 CODA Automotive .............................................................................................. 33 Smartphone Penetration .................................................................................................... 15 ECOtality ............................................................................................................. 34 Environmental Concerns ...................................................................................................... 15 Itron ....................................................................................................................... 37 Devices Used to Enhance Driving Experience ................................................................. 15 Northeast Utilities ............................................................................................... 39 Current Vehicle Brand ........................................................................................................ 16 Pep Stations ........................................................................................................ 41 Current Engine Type ........................................................................................................... 16 Southern California Edison ............................................................................... 42 Sources Used When Purchasing a Vehicle ...................................................................... 17 WiMAX Forum .................................................................................................... 43 Top Reasons to Purchase an EV ........................................................................................ 17 CHAPTER 3: EV MARKETPLACE ............................................................................................. 44 Amount to Spend on an EV ................................................................................................ 18 EV Marketplace Highlights ................................................................................................ 45 Brand to Purchase an EV From ......................................................................................... 18 About the EV Marketplace ................................................................................................ 46 Familiarity with Current EV Models .................................................................................. 18 Market Size & Segmentation ............................................................................................ 46 Purchase a Vehicle in 12 Months ...................................................................................... 19 EVs/PHEVs ........................................................................................................... 46 Main Purchasing Factor ...................................................................................................... 19 Charging Stations ............................................................................................... 47 Likely to Purchase an Electric Vehicle .............................................................................. 20 EV & Charging Station Market Value & Segmentation (2011 – 2016) Key Findings ......................................................................................................................... 23 CHAPTER 2: EV ECOSYSTEM Q&A ....................................................................................... 24 ............................................................................................................................... 48 EV Ecosystem Q&A Highlights ........................................................................................... 25 U.S. EV Charging Services ................................................................................ 50 About the EV Q&A .............................................................................................................. 26 EV Services Market Value & Segmentation (2011 – 2016) ..................... 51 EVs ......................................................................................................................................... 26 Historical EV Market Results .............................................................................................. 52 Key Findings: ....................................................................................................... 26 A Closer Look at the EV Roadmap .................................................................................. 53 Insights: ................................................................................................................