We use a survey to compare consumers’ stated interest in conventional gasoline (CV), hybrid (HEV), plugin
hybrid (PHEV) and pure electric vehicles (EV) of varying designs and prices. Data are from 508
households representing new vehicle buyers in San Diego County, California in 2011. The mixed-mode
survey collected information about access to residential recharge infrastructure, three days of driving
patterns, and desired vehicle designs and motivations via design games. Across the higher and lower
price scenarios, a majority of consumers designed and selected some form of PHEV for their next new
vehicle, smaller numbers designed an HEV or a conventional vehicle, and only a few percent designed an
EV. Of those who did not design an EV, the most frequent concerns with EVs were limited range, charger
availability, and higher vehicle purchase prices. Positive interest in HEVs, PHEVs and EVs was associated
with vehicle images of intelligence, responsibility, and support of the environment and nation (United
States). The distribution of vehicle designs suggests that cheaper, smaller battery PHEVs may achieve
more short-term market success than larger battery PHEVs or EV. New car buyers’ present interests align
with less expensive first steps in a transition to electric-drive vehicles.