5 Summary
In this paper, the effect of new EV
commercialisation and implementation of
governmental subsidy for environmentally
friendly vehicles towards the Japanese consumer
preference towards EVs have been evaluated
based upon the collected CE data by internet
questionnaire surveys that have been conducted
in February 2009 and February 2010.
From the estimated marginal utilities for the
configured attributes for vehicles using conjoint
analysis, the following implications are obtained
for the current EV preference: (A) Marginal
utility of vehicle range indicates that the vehicle
range under the current battery technology level
lead to range anxiety for BEVs. (B) Consumers
weigh high importance for passenger capacity