What drives range preferences in electric vehicle users?

While research has shown that limited-range electric vehicles (EVs) satisfy the range needs of a sizeable share of the driving population, car buyers seem to prefer vehicles with high available range. The objective of the present research was to advance understanding of the factors that influence the range preferences of potential EV customers who had the opportunity to test an EV. Data from 79 participants who had driven an EV for 3 months was assessed in a field study setting. Range preferences of those users were found to be substantially higher than their average range needs. Regression analyses indicated that higher average range needs, higher range of the driver's familiar combustion vehicle (CV), and greater experienced range anxiety were related to higher range preferences. Furthermore, we found that range preferences decreased over the first 3 months of EV use. Finally, indicators of average range needs were more strongly associated with range preferences as EV experience increased. Thus, only customers with EV experience seem to rely on accurate estimates of their range needs when constructing their range preferences. Implications for strategies aimed at enhancing customer appraisal of limited range mobility and determining optimal EV range are discussed. (C) 2013 Elsevier Ltd. All rights reserved.