Consumer Adoption and Grid Impact Models for Plug-in Hybrid Electric Vehicles in Wisconsin

Quarterly Reports Other Documents Final Report
March 2009 Final Report

Primary Investigator

Giri Venkataramanan
University of Wisconsin – Madison
1415 Engineering Drive, 2559c EH
Madison, WI 53706


This proposed study focuses on assessing the demand for plug-in hybrid electric vehicles (PHEV) in Wisconsin and its economic impacts on the State’s energy market and the electric grid. PHEVs are expected to provide a range of about 40 miles per drive cycle using plug-in recharging from the electric grid, in addition to the virtually unlimited range offered by conventional and hybrid vehicles. Given the concern over global warming and the need for reducing America’s dependence on foreign oil, PHEVs are among the emerging ‘green’ alternatives to conventional fossil-fuel vehicles. Although they are recognized to have the potential to play a key role in climate change and energy security strategies, projected levels of market adoption, charging patterns, and impacts on electricity market and infrastructure supply are uncertain.


To assess the economic impacts of plug-in hybrid electric vehicles (PHEVs) in the state of Wisconsin through analysis of consumer adoption and grid impacts. To this end, the project will have two objectives:

  • Enhance the understanding of consumers’ perception of and demand for PHEVs, thereby informing policy development for wider PHEV deployment.
  • Assess the market potential for PHEVs in Wisconsin and estimate the associated vehicle charging patterns, electricity consumption, and infrastructure needs.


  1. Review past market analysis of new automobile technologies
  2. Design the vehicle preference study
  3. Conduct the vehicle preference study
  4. Prepare survey data and analysis
  5. Develop and estimate a consumer adoption model
  6. Electricity demand analysis
  7. Distribution circuit propagation study
  8. Generation and distribution asset impact modeling
  9. Overall economic impact analysis
  10. Project documentation and reporting

Project Information

  • Duration: 12 months
  • Dates: August 1, 2008 – July 31, 2009
  • Budget: $66,077
  • Student Involvement: One undergraduate
  • Modal Orientation: Highway
  • Project ID: CFIRE 03-01
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