A recent report shows that one in three Japanese EV owners will not buy another electric vehicle.

“EVs are looked at more like a piece of technology and they don’t age well. Mobile phones get obsolete quickly and EVs appear to suffer a similar fate, leaving consumers feeling like they have tape deck when all of the cool kids have an iPod,” said Dave Sullivan, manager of product analysis at AutoPacific Inc.

This could only mean bad news for the EV manufacturers, especially if the trend expands in the US, where customers have so far been slow in embracing the technology. The research was made by McKinsey and Co. and shows that one in three EV buyers were attracted by the vehicles’ low energy costs, good test-drives and attractive subsidies, but their enthusiasm faded away when they had to deal with the lack of charging stations and higher electric bills.

“Until prices drop to the point where the level of mass-market uptake stimulates infrastructure development, manufacturers must learn how to build customer loyalty to broaden the market for EVs,” study authors Axel Krieger, Philipp Radtke and Yoshi Takanuki wrote in their research.

In 2012 EV sales in the States tripled, surpassing 50,000 units, but still fell short of analysts’ expectations. The Obama Administration plans to have on the US streets 1 million EVs by 2015.


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