How Do Consumers Become Aware of Electric Vehicles? A Qualitative Approach

Despite electric vehicles accounting for a growing share of new vehicles sales, previous studies have shown that consumers are not substantially engaged in the transition to plug-in electric vehicles (PEVs). Advertising, federal and state purchase incentives, and outreach events such as ride and drives may not be effectively engaging consumers to consider purchasing a PEV. This study seeks to understand how consumers first becoming aware of electric vehicles. We investigate 35 interviews conducted in 2019 with Tesla vehicle owners in California. The results show that word of mouth sources such as friends, family and co-workers are a main way interviewees became aware of Tesla vehicles and electric vehicles. Mass media channels of communication such as news articles, books, and the internet are other important sources interviewees reported. The findings provide insight into the resources used by Tesla owners and the ways they become aware of electric vehicles. Understanding the ways consumers become aware of this technology can assist policymakers and relevant stakeholders in increasing electric vehicle sales and ultimately allow for reductions in greenhouse gas emissions from the transportation sector.