Electric cars rate with Chinese, not Americans.

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Mainstream Chinese car buyers are more willing to adopt pure electric vehicles than U.S. consumers, maintains a study from Carnegie Mellon University, Pittsburgh, Pa. Researchers surveyed automobile consumers in China and the U.S. to understand their preferences and willingness to pay for vehicle attributes.

"China is now the world's largest consumer and producer of automobiles," says Erica Fuchs, associate professor of engineering and public policy. 'The trends in China's market and the strategies of automakers and government in China have the potential to change the economic incentives for automotive technology development worldwide."

"We found that, on average, American consumers are only willing to purchase a pure electric vehicle if it costs $10,000 to $20,000 less than an otherwise equivalent gasoline vehicle, depending on its range and recharging capabilities," explains Ph.D. student John Helveston. "In contrast, we found a smaller average disparity for Chinese consumers, who are willing to pay even more for pure electric vehicles if they have sufficient range and recharging capabilities."

Both countries offer similar subsidies for plug-in varieties, with the...

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