Morpace Inc.: Study Reveals Appetite for Apple Electric Vehicle

Consumers are confident that the Apple vehicle will be a strong competitor in the electric vehicle market

FARMINGTON HILLS, Mich., May 5, 2015 — (PRNewswire) —  Leading market research and consulting firm Morpace reports that consumers who own hybrid or electric vehicles have a high level of trust and interest in an electric vehicle that Apple plans to manufacture by 2020.

The survey was conducted among more than 250 U.S. based electric and/or hybrid vehicle owners who are part of the Morpace MyDrivingPower online community. The study received a 44 percent response rate, and was designed to gauge consumer appetite for Apple's electric vehicle.

The consumers in the online panel consistently held the Apple brand in high esteem. More than three quarters of the consumers would be "somewhat likely," "very likely" or "extremely likely" to purchase an Apple electric vehicle.

Among the other notable highlights of the survey:

  • 34 percent of consumers would be "extremely" or "very" likely to purchase a new Apple electric vehicle.
  • 64 percent of consumers would be willing to pay between $30,000 and $50,000 for an Apple electric vehicle in 2020; another 22 percent would be willing to pay more than $50,001.
  • The vast majority of consumers expect the design of an Apple electric vehicle to "be better" than other electric vehicles (79 percent).
  • Tesla was named by consumers to be the best brand partner for Apple (42 percent).

"Google's continued development of a driverless vehicle brings added benefit to Apple by paving the way for technology companies in the vehicle space," said Morpace Vice President David Myhrer.

Additional data gleaned from the survey further indicates the strength of powerful branding, considering that consumers have a very positive view of an electric vehicle that has never been seen.

"These are significant results given that Apple is apparently years away from manufacturing a vehicle that is ready for the market," said Morpace Research Director Eric Roach

MyDrivingPower is an online research community comprised of more than 250 U.S. consumers who own electric and/or hybrid vehicles. It is an example of the Morpace Claros CommunitiesTM solution. All data made available is owned by Morpace. Visit for more information and to access the full report.

About Morpace Inc.

Morpace is a fully integrated global market research and strategic consulting organization that specializes in custom qualitative and quantitative research. It helps clients in automotive, healthcare, financial services, retail and consumer goods and technology to solve their most pressing marketing challenges.

Established in 1975, Morpace is a Marketing News Gold Top 50 company and since 2009, one of the fastest growing U.S. - based research organizations. Morpace was also named the 2014 CASRO Research Organization of the Year. 

Morpace is headquartered in Detroit with offices in Los Angeles, London, and Shanghai. It conducts research in more than 60 countries and on five continents. Visit for more information.

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SOURCE Morpace Inc.

Morpace Inc.
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