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Presentation: “Growing the Electric Vehicle Market: EV Adopters, ‘Rebate Essentials,’ and ‘EV Converts’”

Updated and corrected version of a presentation given at the Roadmap 12 Conference in Portland, OR (June 19, 2019): 

  • Describes three major strategies for growing the EV market using target market segments
  • Uses CVRP program data to characterize “Rebate Essentials”—consumers who would not have acquired an EV without the rebate—to inform strategies for reducing free ridership and improving program cost-effectiveness
  • Uses program data to characterize “EV Converts”—rebate recipients who had low initial interest in EVs when they began their car search—to inform strategies to make EV markets more mainstream
  • Provides factors that explain segment membership and ranks their importance for prioritization