In 2009, the Toyota Prius hybrid electric vehicle (HEV) became the best selling passenger vehicle in Japan, beating out all other gasoline powered cars. It has been thirteen long years, but hybrids have finally hit the big time. No longer just for environmentalists, electric vehicles (EV) are now mainstream.

Hybrids have always been a niche market, capturing one percent or less of the world passenger vehicle market through the first decade of the millennium. But in 2009, Energy estimates that just over 700,000 electric vehicles were sold worldwide, with 99% of those being hybrid electric vehicles. HEVs stole 1.5% of the world passenger vehicle market in 2009, and almost 8% of the same market in Japan.

The demographics for hybrid ownership are still very much skewed towards affluent, educated families; the classic early adopters of new technologies. But with the surge of general consumer acceptance of HEVs, seen by the uptake in HEVs in 2009 even during the most difficult recession since the 1930’s, there will be new consumer segments purchasing HEVs in the coming years.

And with hybrids hitting the mainstream, plug-in hybrid electric vehicle (PHEV) and BEV models are not far behind. Plug-in electric vehicle products from Toyota, Nissan and Mitsubishi are coming to market in 2010, following in the successful tire tracks of hybrids. But the lithium-ion battery technology required to make PHEVs and BEVs with a sufficient driving range to appeal to consumers is expensive, leading to a cost premium for plug-in vehicles that will keep sales minimized over the next four to five years. This leaves the road wide open for hybrids to continue to dominate the EV market.

Electric Vehicle (EV) and Plug-In Hybrid Electric Vehicle (PHEV) Markets Worldwide Energy analyzes the manufacturing and sales of electric based passenger vehicles throughout the world with a particular emphasis on the United States and Japan as the leading markets for electric vehicles. The analysis will include definitions, current product offerings and market detail on the following segments:

• Road legal hybrid electric vehicles (HEV), both current offerings and anticipated models, that use gasoline, diesel or ethanol blends for the internal combustion engine (ICE). This includes road legal passenger vehicles and light duty trucks.

• Road legal plug-in hybrid electric vehicles (PHEV), both current offerings and anticipated models, that use gasoline, diesel or ethanol blends for the internal combustion engine (ICE).

• Road legal battery electric vehicles (BEV), both current offerings and anticipated models. This will include passenger vehicles, light duty trucks, motorcycles, and neighborhood electric vehicles (NEVs, essentially non-highway rated road-legal vehicles).

Report Methodology
 

This report contains both primary and secondary data obtained from government sources, trade associations and publications, business journals, scientific papers, company literature, investment reports, and interviews with industry professionals. Statistics describing the sales of hybrid vehicles in the U.S. are primarily through the U.S. Department of Energy Alternative Fuels Data Center. Sales and production data of hybrid vehicles in Japan is from the Japan Automobile Dealers Association and the Japan Automobile manufacturers Association.

Simmons Experion Market Research Bureau’s fall 2009 survey, based on a nationwide sample of over 25,000 U.S. adults, provides the primary research data on consumer penetration and demographics related to hybrid vehicle adoption in the U.S. market.

What You’ll Get in This Report

Electric Vehicle (EV) and Plug-In Hybrid Electric Vehicle (PHEV) Markets Worldwide provides a concise, focused look on the world of battery electric and hybrid electric vehicles as it exists today, and shows where the market is moving towards in the next five years. The report highlights key players in the industry and pinpoints ways current and prospective competitors can capitalize on recent trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Electric Vehicle (EV) and Plug-In Hybrid Electric Vehicle (PHEV) Markets Worldwide offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You’ll Benefit from this Report

If your company is already doing business related to hybrid vehicles, or is considering making the leap, you will find this report invaluable as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for all aspects of electric vehicles, as well as projected markets and trends through 2014.

This report will help:

• Marketing managers identify market opportunities and develop targeted promotion plans for homeowners looking to maximize fuel economy of their next new car and want to help reduce greenhouse gas emissions.

• Research and development professionals stay on top of competitor initiatives and explore demand for current electric drive train and vehicle battery technologies.

• Advertising agencies working with clients in the banking, retail and construction industries develop messages and images that compel homeowners to migrate towards electric vehicles when considering their next automobile purchase.

• Business development executives understand the dynamics of the market and identify possible partnerships.

• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

 

 

Chapter 1: Executive Summary

Scope

Methodology

World Vehicle Production & Sales

World Hybrid Vehicle Sales

Figure 1-1: World Sales of Hybrid Electric Vehicles, 2004-2009 (in thousands of vehicles)

U.S. HEV Sales

Figure 1-2: U.S. Sales of Hybrid Electric Vehicles, 2004-2009 (in thousands of vehicles)

Japan HEV Sales Explode in 2009

Figure 1-3: Japan Shipment of Hybrid Electric Vehicles to Domestic Market, 2004-2009 (in thousands of vehicles)

World BEV & PHEV Sales Forecast

Figure 1-4: World HEV Sales Forecast, 2010-2014 (in thousands of vehicles)

BEV and PHEV Forecast

Top EV Manufacturers

Figure 1-5: World HEV Market Share by Unit Volume, FY2009 (in percentage)

Hybrid Electric and Plug-in Electric Hybrid Models

Table 1-1: Hybrid Models Available in the U.S., 2009

Key Current HEV & Future PHEV Models

Current and Future Battery Electric Vehicle Products

Batteries for EVs: Trying to Match the Power of Combustion

Table 1-2: HEV Battery Joint Ventures, 2009

Ni-MH Dominates in Today’s HEV Market

The Future of EVs is With Lithium-Ion

New Battery Manufacturing Locations

World EV Manufacturing

Figure 1-6: HEV Manufacturing Facilities, by Country, 2009

Future HEV Manufacturing Locations

New Future BEV Manufacturing Locations

EV Manufacturing Costs

Figure 1-7: U.S. Producer Price Index for Cars & Batteries, 1999-2009 (index)

Financing & Incentives for EV and EV Battery Manufacturers

U.S. Funding

The Motivation for Change - New CAFE Standards in the US

Figure 1-8: U.S. CAFE Requirements and Average New Model Fuel Efficiency, 1975-2009 (miles per gallon)

Government Funding Around the World

Adoption of Electric Vehicles: From Hybrid to Plugged-In

Battling Range Anxiety

The Still Long Road to a Widespread Plug-in Vehicle Market

Ownership Demographics

Figure 1-9: Psychographics of Hybrid Vehicle Owners, 2009 (percentage who answered above or far above average)

BEV Ownership Demographics

Figure 1-10: BEV Use by State, 2007 (in number of vehicles)

Potential Owners Need to See the Money

Incentives for Purchasing EVs Around the World

The Well to Wheels of Green for EVs

 

Chapter 2: The Market Scope

Methodology

Terminology

Hybrid Electric Vehicle Flavors

Mild Hybrid

Full Hybrid

Plug-in Hybrid Electric Vehicles (PHEV)

Battery Types for EVs

World Vehicle Production

Figure 2-1: Total World Vehicle Production, 2004-2009 (in millions of vehicles)

U.S. and Japan Passenger Vehicle Sales

Figure 2-2: U.S. Passenger Vehicle Sales, 2004-2009 (in millions of vehicles)

Figure 2-3: Japan Passenger Vehicle Sales, 2004-2009 (in millions of vehicles)

World Hybrid Vehicle Sales

Figure 2-4: World Sales of Hybrid Electric Vehicles, 2004-2009 (in thousands of vehicles)

U.S. HEV Sales

Figure 2-5: U.S. Sales of Hybrid Electric Vehicles, 2004-2009 (in thousands of vehicles)

Figure 2-6: U.S. Sales of Hybrid Electric Vehicles by Model, 2009

Table 2-1: U.S. Hybrid Vehicle Sales by Model, 2008-2009 (in thousands of vehicles)

Japan HEV Sales Explode in 2009

Figure 2-7: Japan Shipment of Hybrid Electric Vehicles to Domestic Market, 2004-2009 (in thousands of vehicles)

Figure 2-8: Sales of Prius & Insight in Japan by Month, 2008-2009 (in number of vehicles sold)

European HEV Sales World BEV & PHEV Sales

Regional BEV Sales

Figure 2-9: U.S. Sales of Battery Electric Vehicles, 2004-2009 (in number<