From the top of the organization to the bottom line: Understanding the fleet market for plug-in electric vehicles

Government and commercial fleets are widely targeted as an ideal market for plug-in electric vehicles (PEVs). However, the reasons are often based on misconceptions regarding past purchases behaviour and misunderstood operational considerations [1]. PEVs do have attributes that are valued by organizations, as we learned from drivers, fleet managers and company decision makers who had the opportunity to drive a PHEV for more than a year. In this paper we discuss how the perceived value of a PHEV depends on the employee's responsibilities and role in the organization. We also report on the primary concerns expressed by the project participants regarding the purchase and use of PEVs. These findings provide a better understanding of fleet vehicle purchase priorities and operational considerations that could affect development of the PEV fleet market. Given the varying importance assigned to different PEV attributes by employees throughout the organizational structure, we propose a strategic market approach that targets several people within an organization.