A recent report, Electric Vehicle Branding, a follow-up to The Electric Vehicle Study published by Zpryme explores which consumers will be early electric vehicle (EV) adopters. Aside from Toyota leading in brand loyalty at 57 percent, another finding according the study is that 45 percent of Hyundai owners will likely purchase an electric vehicle within the next two years. Second to Hyundai are Nissan and Toyota with 43 percent of owners for both companies likely to transition to EV in the next two years.

The following is a ranking from the EV consumer survey by Zpryme of the top nine U.S. vehicle owners that would likely purchase an EV within the next two years:

1. Hyundai 45 percent
2. Nissan 43 percent
3. Toyota 43 percent
4. GMC 36 percent
5. Honda (News - Alert) 36 percent
6. Ford 35 percent
7. Chevrolet 35 percent
8. Chrysler 30 percent
9. Dodge 27 percent

What’s shaping Hyundai owners curiosity about EV adoption within the next two years more so than other drivers: vehicle price tag (News - Alert), fuel economy, and new vehicle technology. Hyundai appeals to the fuel-efficient, price concerned consumer that still does not want to make a compromise on style. Recently, Hyundai saw a 28 percent sales spike in fuel-efficient compact and midsize vehicles, averaging a fuel economy of 35 miles per gallon. Moreover, Hyundai targets the cost-conscious consumer by offering attractive warranties and campaigns such as job-loss protection plans. EVs, although initially expensive even with government subsidies, are expected to bring about long-term savings on fuel that this Hyundai group will gravitate to.

With the price of oil soaring to over $100 per barrel, cost conscious consumers will be drawn to the long run savings an EV can provide. Hyundai customers are sensitive to both oil price fluctuations and overall EV price tag, making them likely EV candidates in the future once these next-gen vehicles reach a more welcoming price point. According to Zpryme, “Hyundai owners are very cost-conscious… so with the gas prices on the constant rise, this unique group of consumers will see the EVs as a cost-saving alternative. This same group holds onto their vehicle longer than most other consumers and therefore will also require an EV with a prolonged shelf life.”

Another component of Hyundai owners’ willingness to adopt EVs is a tendency to favor affordable automobile design couple with the latest in-vehicle technologies. Hyundai has in just the past couple of years been lauded for its innovation in design, and recently, Hyundai’s i40 D-class accessible station wagon was among the favorites at this year’s Geneva Auto Show in Switzerland.

Additionally, Hyundai incorporates many new technologies into its vehicles. Hyundai has developed The Hyundai Owner’s Experience, which is an innovative approach to the traditional owner’s manual. This app is available for all new Hyundai Equus owners and can be used on their complimentary 160GB Wireless Apple iPad.

Looking towards the future, Hyundai is also making their vehicles compatible with smart technologies. Currently, Hyundai has paired up with Samsung (News - Alert) Electronics to merge smart phone technology in it’s on board computer system. For the customer that prioritizes new technology and interesting design but cannot afford premium prices, Hyundai offers cutting edge technology that is reasonably priced – a providing the perfect business case for future EV purchase.

The Zpryme study indicates that early EV adopters will have similar taste preferences and price sensitivities as Hyundai owners. Hyundai customers tend to prioritize innovation in design in technology, but are sensitive to initial price and fuel economy. The automotive industry may want to take note by monitoring this growing cohort of potential early adopters, so that their EV branding, marketing, and consumer education equals a purchase two years from now.