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$25,000-plus EV sticker turns away many consumers, survey finds

DETROIT — Electrified vehicle sales have increased in recent years but the market still faces challenges such as steep pricing and lack of consumer familiarity with products, a new survey says.

Boulder, Colo., consulting firm Navigant Research’s Electric Vehicle Survey found that prices higher than $25,000 are turnoffs for many consumers.

Of the 1,084 consumers responding to the survey, 71 percent plan to spend less than $25,000 on their next vehicle purchase, while 43 percent won’t cross the $20,000 threshold — taking them out of the market for most of the latest EVs and plug-in hybrids.

The 2013 Nissan Leaf, after a $6,400 U.S. price cut this year to $29,650, including shipping, now hits a sweet spot at $22,150 after a $7,500 federal tax credit.

The Japanese automaker, responding to an uptick in sales, is increasing Leaf output to meet demand — signaling that consumers will respond if the price is right.



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