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1、PICMET2007Proceedings,5-9August,Portland,Oregon-USA©2007PICMETMarketingOpportunityAnalysisforDaimlerChrysler'sSprinterVanPlug-inHybridElectricVehicleMattFildes2,SarahNelson2,NeslihanSenerl,FrankSteiner',PattSuntharasaj1,RefikTarcanTarman',RobertR.Harmon'2IETMDepartment,PortlandStateUniversity
2、,Portland,OR,USA2SchoolofBusiness,PortlandStateUniversity,Portland,OR,USAAbstract--ConcernsaboutthehighcostsofpetroleumbasedvehiclesreducesAmericandependenceonforeignoilandfuelsandthelong-termimpactoffossilfuelsontheenvironmentgivesnationalutilitiesanewmarketforoff-peakpower.haveautomotiveman
3、ufacturersandtheircustomersexploringoptionsformorefuel-efficientcommercialvehicles.ThispaperAdoptionInterestpresentsamarketingopportunityanalysistosupporttheWiththerisingcostsoffuel,interestindrivingPHEVsbusinesscaseforthedevelopmentofaplug-inhybridvehicleversionofDaimlerChrysler'sSprinterVan
4、.hasincreasedjustlikeitscousinthehybridvehicle.However,PHEVinteresthasgrownatamuchfasterratethanhybridI.INTRODUCTIONvehicles.InastudybytheUSDepartmentofEnergyinJuly2006,thenumberofconsumerswillingtopaymoreforaTheplug-inhybridelectricvehicle(PHEV)isthenexthybridvehiclehasincreasedfrom36%to42%b
5、etween2005generationinthedevelopmentofmorefuelefficientvehiclesand2006[3](SeeFigure1').ForPHEVs,thisnumberforthemassmarket.PHEVtechnologyisabridgingincreasedfrom17%to26%duringthesameperiod.technology,combiningtheadvantagesoftraditionalhybrid50%vehicleswiththeconvenienceandlowcostofelectricveh
6、icles.Forthefirsttomarketwiththistechnologycome40%-thespoilsofbrandrecognitionandtheopportunitytoexpandintorelatedmarkets.Currently,PHEVtechnologyisbeingevaluatedbyanumberofgroupsnationwide.AustinEnergyisleadinganationwidecoalitionofbusinesses,stateandlocal020%El20051governmentgroups,electric
7、utilities,andnon-profit10%-organizationstoinitiategrassrootscampaignsin50+citiesdemonstratingthatamarketexistsformassproductionofPHEVs[1].Manycitiesareworkingtosetasidemillionsof0%-m,-I-IdollarsforrebatesandtaxincentivestoassistlocalHEVPHEVNe
