Profiling electric vehicles potential markets through a stated adaptation design space game

Electric vehicles (EVs) are steadily gaining market shares in all vehicle classes. The recent introduction of various EV models is attracting a broader consumer base. In addition, as the technology is beyond its infancy, several countries are revising EV incentive policies. This study investigates the intertwined relationships between EV configuration and EV incentives to profile potential EV markets (users and vehicles). We utilized a national game-design-based survey of 17,079 Canadians in a mixed-methods framework. Based on the design space vehicle configurations, Plugin Hybrid EVs (PHEVs) are the most appealing technology, with a battery range of 58–100 km. Furthermore, based on a Latent Dirichlet Allocation model of vehicle configuration and users’ characteristics, we have identified ten market segments (6 PHEVs, 2 BEV, and 2 ICE). These profiles enable policymakers and the auto industry to create tailored solutions to promote EVs further.