Research of EV Customer Acceptance Index in China

This paper aims to develop the concept and assessment of Chinese EV-Customer Acceptance Index (hereafter refers to EV-CAI,), allowing more understanding on the past and future of Chinese EV marketing and consumer preference to help cities more prepared for EV introduction. By identifying and testing key motivators and inhibitors for EV-CAI, particularly those that affect the customers´ attitude towards, and intention to use EV with new technology and new lifestyle, the current status of EV acceptance in China will be assessed for future improvement. Our group has been following the Chinese `10 cities, 1000 vehicles´ demonstration project for EV promotion and application for 3 years, focusing on comprehensive assessments of project results. All key aspects in the EV applying environment and operating system, particularly Customer together with Vehicle, Infrastructure, Service, Business model and Government policy has been analyzed and evaluated. The first 3-year round ended by 2012 `10 cities, 1000 vehicles´ project implemented in 25 EV pilot cities in China supplied the most import and vivid practical data for the study. Based on official data released, field investigation, survey, expert interview, data collection and analysis, our group comprehensively summarizes the most recent status of E-mobility in the pilot cities and some non-pilot cities, analyzes and assesses impact brought by the project on customers´ awareness, willingness of EVs, figures out problems, makes recommendations and guidelines for city government, related OEMs, and customers themselves on improvement of EV-CAI to make a city better prepared for EVs in different using fields, both public transportation sector and private sector. Key dimensions and factors influencing EV-CAI will be measured to prepare Chinese cities better for the next wave of EV application.