Identifying Consumer Preferences for Electric Vehicles in Malaysia through the Garrett Ranking Analysis

A vital way of addressing problems such as the changing climate and high carbon emissions is transitioning to electric vehicles (EVs). For the current study, an investigation was conducted into the principal preference factors and levels of awareness affecting the EV-related preferences held by consumers in Malaysia. To assess these aspects, 417 respondents (N=417) from Kuala Lumpur and Selangor were issued with a structured questionnaire that captured data from those using EVs, potential EV users, and non-EV users. The Garrett Ranking Analysis was used to identify priority attributes in terms of influencing the preferences of consumers. These included price, maintenance costs, charging duration, infrastructural provision, the performance and design of vehicles, safety features, policy incentives, and reductions in carbon emissions (CO2 ). The findings show that the environmental impact (52.72%), vehicle design (50.73%), and infrastructure availability (50.34%) are the leading considerations in EV preferences, whereas charging time (49.46%), maintenance cost (49.06%), and cost saving (48.21%) were identified as the lowest ranked. This study provides insights for policymakers, automotive stakeholders, and sustainability advocates to accelerate the adoption of EVs in Malaysia.

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