Heterogeneity of Plug-in Electric Vehicle Owners in Rural California

Little is known about plug-in electric vehicle (PEV) ownership, charging behavior, and vehicle characteristics in rural California. As the state works toward its goal of carbon neutrality by 2045, understanding the current state of PEV adoption in rural areas is essential for identifying where targeted support may be needed to meet electrification objectives. Existing definitions of “rural” may also obscure important variation within these regions. This study proposes a passenger-vehicle-based classification of rural areas in the state using k-means clustering, incorporating data on land use, travel behavior, vehicle characteristics, and housing attributes. Five distinct clusters were identified, three of which - Rural Remote, Farm Rural, and Small Town - were classified as rural. Survey data from PEV and conventional vehicle (CV) owners were analyzed to compare sociodemographic characteristics, vehicle attributes, and charging access and behavior. Across all clusters, PEVs were newer and generally smaller than CVs. The Rural Remote cluster exhibited the highest rural PEV adoption rates (1.4% BEVs, 1.0% PHEVs), along with higher household income, education, and Level 2 home charging prevalence. Farm Rural and Small Town clusters had lower adoption rates and relied more heavily on Level 1 charging, despite comparable at-home charging frequency. Public charging access per capita was lowest in Rural Remote areas and highest in Small Town clusters across rural areas. These findings indicate that rural California is heterogeneous with respect to PEV ownership and future adoption potential. Policies that account for demographic, infrastructural, and travel behavior differences between rural subtypes may be more effective than uniform approaches in supporting adoption.