On 15 Oct 2010 at 16:51, David Dymaxion wrote:
> http://www.electroauto.com/
> http://www.ev-blue.com/
> http://www.e-volks.com/
>
>
> All cater to the low end.
>
Sure. These companies are selling conversion parts and kits, not complete
vehicles. For that, catering to the lower end makes sense. The target
consumer is completely different.
I didn't really want to get much into this as it's only peripherally related
to EVs, and also because my information in this area is dated. But for
anyone who's considering EVs as a business, this may be useful information.
So here we go.
The terms below have been superseded since I was studying psychographics
over a decade ago, but I think they may still be useful in this context.
They come from the VALS ("values and lifestyles") and VALS2 definitions,
based on the research of Abraham Maslow and developed in the 1970s by SRI
International. There are several of these categories, but the ones of main
interest to us in this context are Actualizers and Makers.
The folks who favor "green" products, including EVs, tend to be Actualizers.
Those likely to build their own EVs would be Makers.
The VALS2 system divides consumers along two axes. The vertical axis
represents resources, with those who have more access to spendable income at
the top and those with less at the bottom. The horizontal axis represents
orientation (principle on the left, status in the middle, and action at the
right).
You can see an updated version of this grid here :
http://www.strategicbusinessinsights.com/vals/ustypes.shtml
What they now call Innovators are the Actualizers of the earlier version I
have experience with.
First, Actualizers. These would be your most likely customers if you were
building complete EVs. Actualizers see their jobs as careers and many own
their own businesses. They have high incomes. They are cognizant of social
issues, and participate widely in politics and in business and social clubs.
They seek to make a difference in the world. They are open to new products
and tend to go for the latest gadgets. They often purchase products that
reflect their concern for the environment.
Makers experience the world by working on it - building a house, raising
children, fixing a car, canning vegetables. They're self-sufficient, and
tend to be socially conservative. They love physical work and recreation.
They take little interest in society as a whole unless they perceive it as
interfering with their rights. They're unimpressed by material possessions
other than those with a practical or functional purpose. They prefer value
to luxury. They have moderate incomes.
In the 2-axis VALS grid, Actualizers and Makers are widely separated.
Actualizers are at the very top. Makers are at bottom right. This is a
graphic depiction of how hard it is to market a product or service to both
categories.
And in fact as I suggested above, EV parts and kits would appeal more to
Makers, and complete EVs would appeal more to Actualizers.
Does this make it clearer, or is it just more jargon?
David Roden - Akron, Ohio, USA
EVDL Administrator
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