Will pickup-truck buyers go electric?
通过对534名美国皮卡买家的离散选择实验，研究发现74%的买家对价格、续航等条件相当的电动皮卡持偏好或无所谓态度，但26%强烈反对；价格和续航是最大障碍。
Pickup trucks comprise the last U.S. light-duty vehicle segment to produce modern electric vehicle offerings, and they face unique engineering, economic and consumer acceptance challenges. To estimate adoption potential under engineering and economic projections, we conduct a discrete choice experiment with 534 U.S. pickup-truck buyers. We find a large majority (74%) of pickup truck buyers belong to latent classes that prefer or are indifferent to electric trucks when they offer comparable price, operating cost, range, towing and payload capacity with fast-charge capabilities. However, 26% are strongly opposed under any plausible vehicle technology trajectory. Price and range are the vehicle attributes that pose the largest barriers to increased adoption for most pickup truck buyers today. If electric pickup trucks achieve National Academies’ 2030 cost and range projections and are as widely available as conventional pickup trucks, our simulations suggest the majority of new U.S. pickup truck choices could be electric.