Evaluation of electric vehicle power technologies: Integration of technological performance and market preference

The evolution in vehicle power technologies from the combustion engine to hybrid or pure electric vehicles requires automakers to mobilize organizational capability and change operational patterns. Aside from the incumbent conventional combustion engines, hybrids, plug-in hybrids, and pure electric vehicles of various engineering designs are currently competing as future technological alternatives. This research develops a technology evaluation model which incorporates technological factors and market criteria to facilitate decision making for allocating resources to various renewable power technologies for passenger vehicles. Using the Analytical Hierarchy Process (AHP), the technology evaluation model was quantified by experts and consumers by ranking the relative performance of Lithium-Ion batteries, Fuel Cells, and Hybrid technologies. Expert quantification ranks these technological alternatives in order of technological performance, while consumer evaluation prioritizes user preferences. Demographic factors were used to classify consumer groups and variations in technological preferences between consumer groups were examined. The results show that Li-Ion technology has advantages in terms of purchasing cost, operating cost, and refuel facilities, while Fuel Cells outperform Li-Ion in terms of driving range, battery life, and refuel time. The environmental concern criterion is ranked first in the consumer evaluation result and is specifically preferred by high-income respondents and luxury car owners. The research bridges the characteristics of technological alternatives with market preferences, and its results facilitate the management decision in choosing the promising future technology.