Future Vehicle Markets

This research focuses on the consumer response to advanced-technology vehicles, including hybrid-electric vehicles and hydrogen fuel-cell vehicles. Currently we are investigating the meaning in advanced vehicles: that is, how these automobiles serve as symbols to their owners.  Hybrids, for example, make a statement about their owners.  They identify these individuals not just as "green" consumers, but as people who are tuned into the larger issues facing society, and who are willing to make personal sacrifices in order to make the future world a better place.  In conjunction with ITS-Davis faculty Dr. Kenneth Kurani and Dr. Thomas Turrentine, Graduate Researcher Rusty Heffner investigates how the symbolism of advanced vehicles affects consumers' decisions to purchase these vehicles.

Publications from this project:

Heffner, Reid R., Kenneth S. Kurani, Thomas S. Turrentine (2007) Symbolism In Early Markets For Hybrid Electric Vehicles. Institute of Transportation Studies, University of California, Davis, Research Report UCD-ITS-RR-07-01

Heffner, Reid R., Thomas S. Turrentine, Kenneth S. Kurani (2006) A Primer on Automobile Semiotics. Institute of Transportation Studies, University of California, Davis, Research Report UCD-ITS-RR-06-01

Kenneth S. Kurani, Thomas S. Turrentine and Reid R. Heffner, "Narrative Self-Identity and Societal Goals: Automotive Fuel Economy and Global Warming Policy", chapter in D. Sperling and J. Cannon, eds., Driving Climate Change, Elsevier Press, 2006. Link to the book on Elsevier Press.

Heffner, Reid, Kenneth S. Kurani, Thomas S. Turrentine, "Effects of Vehicle Image in Gasoline-Hybrid Electric Vehicles," Proceeding of the 21st Annual Electric Vehicle Symposium, Monaco, April 2005.

Kurani, Kenneth S., Thomas S. Turrentine, Reid R. Heffner, Christopher Congleton (2003) Prospecting the Future For Hydrogen Fuel Cell Vehicle Markets. Institute of Transportation Studies, University of California, Davis, Research Report UCD-ITS-RR-03-09

Presentations from this project:

Heffner, Reid "Symbolism and the Adoption of Fuel-Cell Vehicles," California Fuel Cell Partnership Working Meeting, West Sacramento, CA, December 5, 2006.

Heffner, Reid "Symbolism and the Adoption of Fuel Cell Vehicles," 22nd Worldwide Battery, Hybrid, and Fuel Cell Electric Vehicle Symposium and Exhibition (EVS-22), Yokohama, Japan, October 28, 2006.

Turrentine, Thomas S., "New consumer values in the market for hybrid vehicles," SAE Hybrid Electric Vehicle Workshop, San Diego, CA, February 4, 2006.

Heffner, Reid, "Role of Symbolic Values in Early Markets for Hybrid Electric Vehicles," Transportation Research Board 2006 Annual Conference, Washington, D.C., January 22 - 26, 2006.

Kurani, Kenneth S., Reid Heffner, Thomas Turrentine, "Telling Stories: Why Do People Buy the Cars and Trucks They Do?" Electric Drive Transportation Association Conference and Exposition 2005, Vancouver, BC, Canada, December 7, 2005.

Heffner, Reid, Kenneth S. Kurani, Thomas S. Turrentine, "Effects of Vehicle Image in Gasoline-Hybrid Electric Vehicles," 21st Annual Electric Vehicle Symposium, Monaco, April 2 – 6, 2005.

Research Faculty: Kenneth S. Kurani, Tom Turrentine
Graduate Student Researcher: Reid R. Heffner 
Funding: Toyota