Deloitte’s forecast is in marked contrast to the more upbeat outlook by automakers and electric car advocates.
Deloitte said that car buying is mostly about brand, and that consumers don’t think of the Nissan or GM brands when they think about electric cars. The consulting firm’s survey finds that 17 percent of consumers would prefer to buy an electric car from Toyota, 15 percent from Honda and 12 percent from Ford. GM’s Chevrolet brand was fourth at 8 percent, and Nissan was ninth at 4 percent.
Deloitte is expecting that advanced batteries powering electric cars would cost near $600 per kilowatt hour in 2014. That would be down from near $1,000 per kilowatt hour today.[source: Reuters]