One hundred drivers were enlisted in a project that simulated the replacement of some of the fixed costs of driving, such as lease costs and insurance, with variable costs to give consumers explicit price signals about travel decisions and alternatives. The results indicate that per mile pricing does result in measurable, but small reductions in driving. (Related to reports 2006-39B and 2006-39C)
This report describes the market research element of a pay-as-you-drive leasing and insurance demonstration project. Market size and characteristics of consumers interested in pay-as-you-drive products are described. (Related to reports 2006-39A and 2006-39C)
As a result of the project market research and demonstration results, recommendations to mainstream pay-as-you-drive products are provided. These include target markets, communication and product features and options. (Related to reports 2006-39A and 2006-39B)
