"You say an electric car will cost me? No problem."

How can we figure out how much potential electric car buyers are willing to pay for their battery-powered rides? Why not just ask them?

That's what Liberty Electric Cars did at the recent Eden Project 'Green' Car Show. Liberty conducted "in-depth interviews" at the show and found that green car fans are willing to pay up to 30 percent more for a car if it's powered solely by electrons. That's a huge premium that at least some in our little community are willing to fork over. On a $20,000, for example, that's six grand, and 65 percent of the people Liberty interviewed said the 30 percent extra is no problem. Forty-five percent, though, said that smaller, less powerful, "city" cars would not be acceptable. I guess that means that 55 percent think that the Th!nk City (pictured) would be OK, which is good.

Liberty Electric Cars is the company that's working to convert Range Rovers to EVs. More info after the jump.

[Source: Liberty Electric Cars]



Environmentally aware car buyers will pay a premium of up to 30 per cent for zero emission driving but are divided on accepting compromise on space, performance and utility.

These are the key findings from in depth interviews carried out by Liberty Electric Cars, among visitors to the Eden Project 'Green' Car Show.

Sixty-five per cent of respondents said that they would be prepared to pay up to 30 per cent more, for a zero emission electric car which addresses global warming by eliminating car exhaust. However 45 per cent said that they would not be willing to downsize to a small 'city' car with less performance, in order to go 'green'.

Barry Shrier, CEO of Liberty Electric Cars, which is developing the world's first zero emission electric Range Rover said: "The product development message is clear. As car buyers move to more environmentally-friendly technologies they want the best of both worlds; cars that deliver on performance, safety, functionality and style, without the high cost to the environment."

Fifty-five per cent expected an electric car to have a driving range greater than 100 miles. The Liberty Electric Range Rover will travel for over 200 miles, or further with its on board generator.

When asked what would be the 'clean' fuel of the future, electric power was most people's first choice.


* Electric vehicles have 80 per cent lower running costs than petrol cars. For example, if a driver spends £50 each week on fuel, the equivalent cost of using electrical power to make the same journeys would be £10. In addition the driver of an electric car will save on Congestion Charging, parking and road tax. In London, that could be a saving of up to £200 per week.

* Liberty Electric Cars Ltd is investing £30 million in the re engineering of large luxury cars and 4x4s into emission-free, high performance electric vehicles.

* Annual vehicle production, which will include the world's first zero emission, electrically powered Range Rover, will be in tens of thousands and will create around 250 new technology and manufacturing jobs.

* The Liberty Electric Range Rover will drive cleanly and quietly around roads and cities, free of tax, congestion and parking charges, making less environmental impact than even the smallest, most fuel efficient car, yet still offering the comfort and security of a luxury 4x4.

* Liberty electric cars will incorporate state of the art energy storage and management systems, which the company will also offer to other vehicle manufacturers, commercial fleet operators and emergency response organisations.

* The Liberty Range Rover will power its way through 200 miles before needing a charge, and some models will carry on board range extending generators. Costs will range between £95,000 and £125,000 depending on model and specification.

* Liberty Electric Cars' management team is led by Barry Shrier, founder and CEO. Barry Shrier is a technology entrepreneur. As managing director at Deutsche Bank, he developed the mobile payment system – Pay Box. He is also a non executive director of Washington-based satellite technology company Leo Terra LLC.

* Lord Anthony St John of Bletso LLM chairs the company's advisory committee, which includes former science minister Ian Taylor MBE, MP and a number of experts in electric vehicle system design.

* A number of UK manufacturing locations are under consideration, including south west England. Manufacturing will be managed in a way that makes as little environmental impact as possible, with much of the assembly work taking place alongside key suppliers' existing operations.

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