Strategically Targeting Plug-In Electric Vehicle Rebates and Outreach Using “EV Convert” Characteristics

To expand markets for plug-in electric vehicles (EVs) beyond enthusiastic early adopters, investments must be strategic. This research characterizes a segment of EV adoption that points the way toward mainstream: consumers with low or no initial interest in EVs, “EV Converts.” Logistic regression is utilized to profile Convert demographic, household, and regional characteristics; vehicle-transaction details; purchase motivations—based on 2016–2017 survey data characterizing 5447 rebated California consumers. Explanatory factors are rank-ordered—separately battery EVs (BEVs) hybrid (PHEVs), inform targeted outreach incentive design. Converts tend have relatively “lower” values might otherwise “pre-converted” them interest: hours researching online; motivation from environmental impacts carpool-lane access; solar ownership. PHEV more closely resemble new-car buyers than other BEV actually younger less-frequently white/Caucasian buyers. also to: lack workplace charging, moderately motivated by energy independence, reside Southern Central Valley. Predictors not only help target consumers, but convert them, include rebates and, modestly, fuel-cost savings