Hybrid Electric Vehicles Consumer Misperceptions Arif Syed Abstract Many efforts have been made to reduce emissions into the atmosphere in the past 25 years however the number of cars on the road and the average number of miles driven has been steadily increasing Vehicle exhaust accounts for almost half of the ozone forming emissions produced in California A mass switch over to HEVs would reduce emissions into the atmosphere and reduce US dependence on foreign oil Hybrid electric technology is expensive and despite government subsidies and tax breaks the cost of HEVs to consumers remains 3000 10000 higher than comparable vehicles Many public outreach programs have been created to overcome public misconceptions in order to undermine the high cost of HEVs This study showed that the public still has many misconceptions regarding HEVs primarily regarding how HEVs compare to gas powered vehicles and how HEVs are maintained Information pertaining to public awareness was gathered at Honda and Toyota the two manufacturers that offer HEVs dealerships via questionnaire survey The data showed that about a fifth of the participants had never even heard of HEVs Most of the participants who knew of HEVs however indicated that HEVs are worse than conventional vehicles with respects to performance and maintenance and thought that HEVs need to be plugged in overnight for recharging Overcoming misconceptions such as these could help increase sales of HEVs Public outreach programs have been successful but a mass advertising and education campaign could prove to be even more beneficial Introduction Air quality in California has improved dramatically over the past 25 years largely due to continued progress in controlling pollution from vehicles Despite this progress the number of vehicles driven continues to grow and people are driving an increasing number of miles Wouk 1995 Well over half of the ozone forming emissions produced in California come from the tail pipes of vehicles Hushcroft 1993 Vehicle use accounts for 44 percent of the nation s average oil consumption of 19 8 million barrels per day A 50 percent increase in the average miles per gallon of cars and SUVs would lead to a 5 percent decrease one million barrels less per day on oil imports Reuyl 1996 The Partnership for a New Generation of Vehicles was created as a government and industry effort aimed at making more fuel efficient automobiles Reuyl 1996 They first focused on creating a zero emissions electric vehicle but couldn t develop batteries that would last for more than 80 miles of travel before needing recharging Shimizu 1993 Hybrid electric technology proved to be a more practical alternative to gas engines in terms of capabilities and fuel efficiency compared to electric vehicles Hybrid electric technology increases gas mileage and reduces emissions using an electric motor that works in conjunction with the internal combustion engine Hybrid electric vehicles HEVs feature cutting edge technology that is costly to manufacture so even after government subsidies and tax credit for buyers they are not competitively priced The high cost along with misconceptions of HEVs due to exposure to old outdated technologies and misleading stories in the media Urban 1997 offer obstacles for HEV market success The high production and consumer costs for HEVs will decrease as the demand for the new technology increases as is the case with most technologies introduced to the market Wienberger 1991 The high costs are a fixed obstacle for the time being but something can be done to increase public awareness and invalidate misconceptions Effective marketing strategies are essential in order to increase the demand for HEVs Although many efforts have been made by state agencies such as the Air Resources Board and the Department of General Services to increase awareness about HEVs Urban 1997 this study attempts to show that the public still has many misconceptions which in turn hinder market success HEVs aren t necessarily identical in their operation But in simplistic terms their systems are similar An internal combustion engine provides the basic propulsion for the hybrid vehicles but is aided by an onboard electric motor How and when the electric motor assists can differ however Wouk 1995 For example in the three different models of HEVs available to the public currently the electric motor provides torque for the front wheels right at the start of acceleration from a standstill As the car picks up speed the internal combustion engine kicks in and at top highway speeds the gas engine alone provides the power www energy gov In another type of HEV an internal combustion engine is the sole power source for the rear wheels while an electric motor provides added power to the front wheels when needed To date only three HEV models are currently available in the US the Toyota Prius the Honda Insight and most recently a hybrid version of the popular Honda Civic These models are comparable to conventional vehicles CVs in terms of performance and handling www energy gov They have better initial acceleration due to the torque from the electric motor which doesn t rely on a certain rpm level to be reached before high torque is achieved as with gas engines Wouk 1995 Tests comparing the performance of HEVs to CVs showed that HEVs are comparable to popular vehicles such as the Toyota Corolla and Honda Accord in terms of acceleration These models are comparable to conventional vehicles CVs in terms of performance and handling www energy gov HEVs produce some emissions unlike electric vehicles but t hey are greatly reduced in comparison to conventional vehicles HEVs are certified better than the SULEV super ultra low emissions vehicle level they are certified at the green level Wouk 1995 The hybrids available today cut emissions of global warming pollutants by a third to a half and later models may cut emissions by even more www energy gov In addition the Toyota Prius Honda Insight and Honda Civic can turn off their engines when the vehicles are at rest for example when they re waiting at a stoplight This not only saves on fuel but cuts emissions Also HEVs never need to be manually recharged the batteries are continuously recharged while the vehicle is being driven Wouk 1995 Much market research has been conducted in order to study vehicle purchasing factors and patterns of consumers Most published advertising studies range from content analysis and qualitative
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