Better Place Consumer Research Highlights - Israel

13 July, 2009

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Electric vehicles: Assessing Israeli consumer demand

Highlights of results from multi-national consumer survey

We know Israelis love their cars

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Image credits: Gahl Rinat, http://www.flickr.com/photos/naama/52740040/, http://www.flickr.com/photos/jacobrask/8424554/, http://commons.wikimedia.org/wiki/File:EM-susita-12-50-2.jpg/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place

We know Israelis love their cars

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Image credits: Gahl Rinat, http://www.flickr.com/photos/naama/52740040/, http://www.flickr.com/photos/jacobrask/8424554/, http://commons.wikimedia.org/wiki/File:EM-susita-12-50-2.jpg/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place

We know Israelis love their cars

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Image credits: Gahl Rinat, http://www.flickr.com/photos/naama/52740040/, http://www.flickr.com/photos/jacobrask/8424554/, http://commons.wikimedia.org/wiki/File:EM-susita-12-50-2.jpg/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place

We know Israelis love their cars

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Image credits: Gahl Rinat, http://www.flickr.com/photos/naama/52740040/, http://www.flickr.com/photos/jacobrask/8424554/, http://commons.wikimedia.org/wiki/File:EM-susita-12-50-2.jpg/, used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place

But, these cars are the source of

critical challenges…

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But, these cars are the source of

critical challenges…

air pollution

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But, these cars are the source of

critical challenges…

air pollution

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climate change

But, these cars are the source of

critical challenges…

air pollution

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climate change

dependence on OIL

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We wanted to understand car buyers’ perspectives…

How concerned are Israelis about these challenges?

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How concerned are Israelis about these challenges?

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Are they willing to give up their gas cars?

How concerned are Israelis about these challenges?

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Are they willing to give up their gas cars?

Are Israelis ready to embrace electric cars?

To find some answers, we surveyed more than 1,500 Israelis…

Sample stratified on age, gender, and income to represent local markets; screened for their role in the decision to purchase their curent car or their expected role in the selection of their next car; Study conducted during March and April 2009, by IPSOS, the global leader in market research

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The findings may surprise you…

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are personally concerned about dependence on oil.

How concerned are you personally about energy/oil dependence? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used

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How concerned are you personally about [air pollution, climate change]? (1 [not at all] to 7 [extremely concerned] scale); top 3 box used

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Which of the following opportunities, if any, would you like the Israel to be a leader in addressing?

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Which of the following would you want to see significantly improved compared to your current car the next time you purchase a car? (pick 3 from list that includes greater safety, reliability, maintenance costs, etc.)

Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place

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Which of the following would you want to see significantly improved compared to your current car the next time you purchase a car? (pick 3 from list that includes greater safety, reliability, maintenance costs, etc.)

Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place

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How interested would you be in test driving an electric car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used

Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place

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Which of these types of cars would you consider for your next purchase? (gas, hybrid, ev options available)

Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place

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How interested are you in purchasing an electric car as your next car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used

Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place

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EV interest is broad-based…

…strong among men and women, across the age spectrum, and across income levels

Image credit: http://www.flickr.com/photos/aigarius/542611389/sizes/l/; Used under Creative Commons license; does not imply artists’ nor subjects’ endorsement of Better Place

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Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place

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Image credit: http://www.flickr.com/photos/fboyd/3214815323/sizes/o/; used under Creative Commons license; does not imply artists’ endorsement of Better Place

They need assurance that… •  costs are reasonable

•  vehicles will meet their standards

•  batteries are safe, environmentally friendly, reliable

•  charging is available, easy, fast

Strong interest around the globe

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30%

35%

39%

40%

57%

United States

Canada**

Australia*

Denmark

Israel

* Sydney/Central Coast, Melbourne/Geelong, Brisbane/Gold Coast ** Greater Toronto area

How interested are you in purchasing an electric car as your next car? (1 [not at all] to 7 [extremely interested] scale); top 3 box used

Summary: Israelis ready for EVs

•  Israelis are concerned about climate change, air pollution, and dependence on oil

•  There is a strong desire for Israel to provide leadership in the development of renewable energy

•  Israelis’ top priority in their next car is better fuel efficiency and the majority are looking beyond gas-only cars

•  More than 1 in 2 is interested in an EV for their next car •  Interest is strong and widespread among all demographic groups

and driving patterns

•  There are many questions left to be answered but given the breadth of the interest… •  Demand could easily outpace initial supplies •  There will be significant opportunities for old and new companies to

capitalize

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Appendix

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Methodology

• Survey of 8,000 car owners in Israel, Denmark, US, Australia and Canada

• Participants screened for role in the decision to purchase their current car or expectation of having a significant role in their next car purchase decision

• Survey conducted online in March and April, 2009 by leading global market research company

•  Israel study based on stratified sample of 1,505 Israeli drivers, designed to represent driver population on age and gender

• Provided comparable descriptions of EVs, hybrids, gas only cars

• Margin of error based on sample size +/- 2.5% (expected estimates for comparable samples should be within 2.5% points)

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