{"id":2331,"date":"2013-03-14T11:42:47","date_gmt":"2013-03-14T15:42:47","guid":{"rendered":"https:\/\/dev.epictranslations.com\/?p=2331"},"modified":"2013-03-14T11:42:47","modified_gmt":"2013-03-14T15:42:47","slug":"learning-from-japans-early-electric-vehicle-buyers","status":"publish","type":"post","link":"https:\/\/dev.epictranslations.com\/ita\/learning-from-japans-early-electric-vehicle-buyers\/","title":{"rendered":"Learning from Japan\u2019s early electric-vehicle buyers"},"content":{"rendered":"<h2>About one-third of early buyers in Japan say their next car may not be an electric vehicle. Companies should heed their complaints.<\/h2>\n<p>If electric vehicles (EVs)\u00a0are to develop from a niche into a mass market,\u00a0car makers\u00a0should learn from early adopters who say they may not buy one again. Our recent research on such consumers in Japan finds that about one-third of them fall into this category. These buyers said they were \u201cseduced\u201d by low energy costs, attractive subsidies, and a good test drive. But they were less well informed about EVs than were environmentally conscious \u201cgreen enthusiasts\u201d (who love EV technology for its low energy costs and comfortable driving experience) and became less enthusiastic about their purchase when they faced issues such as higher electric bills and locating places to charge their cars. To lock in the reluctant buyers, EV makers should adopt retention and education programs to avoid negative market feedback that could \u201cpoison the well\u201d for new buyers. We also found that although early adopters\u00a0weren&#8217;t\u00a0concerned about price, nonbuyers were. Until prices drop to the point where the level of mass-market uptake stimulates infrastructure development, manufacturers must learn how to build customer loyalty to broaden the market for EVs.<\/p>\n<p>Additional Findings:<\/p>\n<ol>\n<li><span style=\"line-height: 13px\">Approximately one-third of early adopters in Japan may not buy an electric vehicle next time.<\/span><\/li>\n<li>58% of electric-vehicle buyers with 58%\u00a0satisfaction\u00a0rating said they would not choose an electric vehicle for their next car purchase.<\/li>\n<\/ol>\n<p><em>Adopted from McKinsey Quarterly.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>About one-third of early buyers in Japan say their next car may not be an electric vehicle. Companies should heed their complaints. If electric vehicles (EVs)\u00a0are to develop from a niche into a mass market,\u00a0car makers\u00a0should learn from early adopters who say they may not buy one again. Our recent research on such consumers in Japan finds that about one-third of them fall into this category. These buyers said they were \u201cseduced\u201d by low energy costs, attractive subsidies, and a good test drive. But they were less well informed about EVs than were environmentally conscious \u201cgreen enthusiasts\u201d (who love EV\u2026<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[108],"tags":[],"blocksy_meta":"","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Learning from Japan\u2019s early electric-vehicle buyers - EPIC Translations<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dev.epictranslations.com\/ara\/learning-from-japans-early-electric-vehicle-buyers\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Learning from Japan\u2019s early electric-vehicle buyers - EPIC Translations\" \/>\n<meta property=\"og:description\" content=\"About one-third of early buyers in Japan say their next car may not be an electric vehicle. Companies should heed their complaints. If electric vehicles (EVs)\u00a0are to develop from a niche into a mass market,\u00a0car makers\u00a0should learn from early adopters who say they may not buy one again. Our recent research on such consumers in Japan finds that about one-third of them fall into this category. These buyers said they were \u201cseduced\u201d by low energy costs, attractive subsidies, and a good test drive. 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