Register now for free access to - this week only.

EV? Yes. Larger sticker? No.

Editors note: An earlier version of this blog used the incorrect year for the international electric vehicle symposium in Osaka, Japan. It took place in 1996.

DETROIT -- A new Nielsen survey finds that a majority of Americans are interested in buying an electric vehicle, but 65 percent don't want to pay more for it. And even among those who say they're willing to pay more, just over half say an extra $5,000 is the most they'll pay for an electric.

That attitude isn't new.

At a 1996 international electric vehicle symposium in Osaka, Japan, I listened as the EV True Believers insisted that consumers would gladly pay more for this wonderful, advanced technology.

No, replied the automakers. All of our studies, they said, show that because of the more limited range, consumers believe they're getting less car and therefore believe they should pay less.

By the end of the year, Chevrolet and Nissan will launch electrified vehicles. The ranks of early adapters and EV True Believers will be depleted before the government subsidies for those vehicles. But at some point, we'll find out just how much, if anything, consumers are willing to pay as an EV surcharge.

ATTENTION COMMENTERS: Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.

Email Newsletters
  • General newsletters
  • (Weekdays)
  • (Mondays)
  • (As needed)
  • Video newscasts
  • (Weekdays)
  • (Weekdays)
  • (Saturdays)
  • Special interest newsletters
  • (Thursdays)
  • (Tuesdays)
  • (Monthly)
  • (Monthly)
  • (Wednesdays)
  • (Bimonthly)
  • Special reports
  • (As needed)
  • (As needed)
  • Communication preferences
  • You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.