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Toyota Prius Plug-in (PHV) Demonstration Program:

In-Use Consumer Research Mary Nickerson, Advanced Technology Vehicles

National Manager

The Time is Now: Case Studies in Real-World Deployment

Toyota Prius Plug-in

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Consumers Acceptance •  Consumers have HIGH ANXIETY on range of new

powertrains •  Many are concerned with charging cost, convenience

and the time it takes to charge

Top reasons for not considering PHV

(expect EV to be similar after consumer

education) Source: 2010 Alt Fuels Study

Limited Driving Range 73.06% Time It Takes To Charge 69.09% Cost Of Electricity 64.04% Availability of Electrical Outlets 63.46% Problems With Battery 58.89% Inconvenience Of Plugging It In 57.74% Electricity Supply 50.82%

Consumer Concerns

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Sustainable Mobility

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Plug-in Demo Program

•  Global demonstration program began in late 2009, more than 160 vehicles in US

•  Partner Placements •  Consumer Research •  Allows Toyota the opportunity to inform,

educate and prepare customers for the electrification of the automobile –  In particular, Plug-in Hybrids

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Prius Plug-In Specifications

Max. Output Engine 98 HP (73 kW)

MG2 80 HP (60 kW)

In EV Driving Mode Max. Speed Approx. 62 mph (100 km/h)

Range Approx. 13 miles (21 km )

Power Source Household Electrical Outlets Charging Time Approximately 3 hrs (110 V)

Electric Vehicle Charger Assembly

Engine

Electric Motor Electric Vehicle Charger Cable Assembly

HV Battery

AC 110 V to 240 V

Household Outlet

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•  Gauge public acceptance of Plug-ins •  Evaluate vehicle performance and user

experience in widely varying environments and usage profiles

•  Determine how ~13 mi. EV range meets customer expectations vs. cost premium

•  Test 1st gen Li-ion battery performance

Demo Research Goals

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•  Two locations: Silicon and San Fernando Valley – 5 waves of 20 interviews each, 3 waves of

interviews completed to date •  Customers educated on Plug-in operation •  6 week drive program, required to replace

daily driver •  Pre, during and post surveys on usage,

behavior, interest, and acceptance

Research Methodology

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Sample Demographics

Total Sample Memo: Hybrid Intenders

% Male 63% 46% Median Age 45 46 Families 67% 46% Children <13 55% 31% College Educated 87% 60% Median Income $130K $87.5K Access to Plug @ Home AND Work 30% 20%

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Alt. Powertrain Familiarity Alternative  Powertrain  Familiarity

Top  2  Box

0%

10%

20%

EV PHV

General  Market Hybrid  Intenders PHV  Sample-­‐Pre  Drive  

Source:  General  Market  and  Hybrid  Intenders  from  Synovate  Alt  Fuels  Research  (Sep  2010),  PHV  Sample  from  PHV  Drive  Program  

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Fewer PHV Concerns EV/PHV  Battery  Concerns

Top  2  Box

0%

20%

40%

60%

80%

Limited  drivingrange  in  electric-­‐

only  mode

Availability  /access  to

electrical  outlets

Time  it  takes  tocharge

Problems  withbattery

Electricity  supply Cost  of  electricity Energy  consumed/  environmental

concern

Inconvenience  ofplugging  it  in

Safety  of  battery/  electric  vehicle

EV PHV

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Charge More Than Expected Mean  #  of  Times  Plugged  in  Over  2  Week  Period

0

5

10

15

20

Total

Expected   Weeks  1-­‐2   Weeks  3-­‐4   Weeks  5-­‐6  

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But Don’t Realize It…

Reaction  to  Actual  Frequency  of  Plugging-­‐In(after  2  weeks)

0%

25%

50%

75%

100%

Less  then  you  thoughtyou  would  have  to

About  as  much  as  youthought  you  would  have

to

More  then  you  thoughtyou  would  have  to

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Convenient as Expected or Better

Charging  Expectations

0%

25%

50%

75%

100%

About  what  youexpected  it  would

be

Easier  than  youthought  it  would  be

More  difficult  thanyou  thought  itwould  be

At  2  Weeks

Charging  Convenience

0%

25%

50%

75%

100%

The  same  level  ofconvenience  asprevious  2  weeks

More  convenientthan  as  previous  2

weeks

Less  convenient  thanas  previous  2  weeks

At  4  WeeksAt  6  Weeks

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Electricity Cost Less than Expected

Change  in  Electric  Bill

$0

$100

$200

Total

Pre-­‐Demo Expected Actual

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Biggest Changes in Monitoring

0.0

1.0

2.0

3.0

4.0

5.0

6.0

Monitoringfuel economy

(MPG)

Monitoring fuel levels

Accelerating in general

Where you park at home

General driving Merging on the highway

General braking

Where you park at work

Changes in driving behavior vs. 2 weeks Prior - Mean Summary 1=No Change & 10=Extreme Change

Expect

At 2 Weeks At 4 Weeks

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Conclusions

•  For very knowledgeable, educated, affluent shoppers with home charging access, the Prius Plug-in experience was: – Surprisingly convenient to charge – Less costly to charge than expected – Very impactful on gasoline consumption – And forced very little trip change behavior