EIN066_Learning from Japan’s early electric-vehicle buyers 【Tambaboon IELTS Lab Sydney Australia】 英語 ニュース オーストラリア

I found noteworthy news on McKinsey & Company.
Axel Krieger, Philipp Radtke, and Yoshi Takanuki reported this story on March 2013

About one-third of early buyers in Japan say their next car may not be an electric vehicle. Companies should heed their complaints. If electric vehicles (EVs) are to develop from a niche into a mass market, carmakers should learn from early adopters who say they may not buy one again. 
Our recent research on such consumers in Japan finds that about one-third of them fall into this category. These buyers said they were “seduced” by low energy costs, attractive subsidies, and a good test drive. But they were less well informed about EVs than were environmentally conscious “green enthusiasts” (who love EV technology for its low energy costs and comfortable driving experience) and became less enthusiastic about their purchase when they faced issues such as higher electric bills and locating places to charge their cars. (Axel.K et al, 2013) 

Statement analysis
-------------------------------

1. About one-third of early buyers in Japan say 
2. their next car may not be an electric vehicle. 
3. Companies should heed their complaints.

1. If electric vehicles (EVs) are to develop from a niche into a mass market, 
2. carmakers should learn from early adopters 
3. who say they may not buy one again. 

1. Our recent research on such consumers in Japan finds 
2. that about one-third of them fall into this category. 
3. These buyers said 
4. they were “seduced” 
5. by low energy costs, attractive subsidies, and a good test drive. 

1. But they were less well informed about EVs 
2. than were environmentally conscious “green enthusiasts” 
3. (who love EV technology for its low energy costs and comfortable driving experience) and 
4. became less enthusiastic about their purchase 
5. when they faced issues 
6. such as higher electric bills and locating places to charge their cars. 

Word vocabulary - English
-------------------------------------------
heed
pay attention to; take notice of.

niche
a specialized but profitable corner of the market.

carmaker
a manufacturer of automobiles.

early adopter
a person who starts using a product or technology as soon as it becomes available.

seduce
attract (someone) to a belief or into a course of action that is inadvisable or foolhardy.

subsidy
a sum of money granted by the government or a public body to assist an industry or business so that the price of a commodity or service may remain low or competitive.

test drive
an act of driving a motor vehicle that one is considering buying in order to determine its quality.

well-informed
having or showing much knowledge about a wide range of subjects, or about one particular subject.

EV
an electric vehicle.

enthusiast
a person who is highly interested in a particular activity or subject.

enthusiastic
having or showing intense and eager enjoyment, interest, or approval.

Word vocabulary - Japanese
----------------------------------------------
heed
híːd
【自動】気を付ける、注意する
【他動-1】～に気を付ける、～を気に掛ける、注意を払う、～を心に留める、留意する
【他動-2】傾聴する、聞き入れる
【＠】ヒード、【変化】《動》heeds | heeding | heeded

niche
nítʃ
【名-1】適した地位、適所、最適な仕事［分野］、適性、得意の分野、生態的地位
【名-2】すき間、隙間産業、市場のすき間、ニッチマーケット、特定分野
【＠】ニッチ、【変化】《複》niches

carmaker
【名】自動車メーカー

early adopter
【1】早期［初期］導入者［採用者・利用者］
【2】新し物好き◆特に IT 関連商品に対して

fall into
【句動-1】～に陥る
【句動-2】～し始める、急に～になる
【句動-3】～に分類される、～に入る、～に該当する、
＿つ［種・タイプ・分類・グループ］に分かれる［分類される・なる］

seduce
sid[j]úːs
【他動】誘惑する、そそのかす、魅惑する、くどく、色目を使う
【変化】《動》seduces | seducing | seduced、【分節】se・duce

subsidy
sʌ́bsədi
【名】（政府・会社などからの）助成金、補助金、報酬金、交付金
【変化】《複》subsidies、【分節】sub・si・dy

test drive
テストドライブ、試運転、試乗

well-informed
【形】よく知っている、情報通の、精通している、博識の、
物事をよく分かっている、十分に情報を得た、知識を持っている、広い見識を持った、通である
【＠】ウェルインフォームド
《be ～》～の消息に通じている、見聞が広い、物知り

EV
【略-2】＝electric(al) vehicle●電気自動車、電動の乗り物

environmentally conscious
《be ～》環境問題意識を持っている
【形】環境を意識した

enthusiast
enθ[j]úːziæ̀st
【名】熱心な人、熱中している人、ファン、熱狂者
【＠】インシュージアスト、インスージアスト、エンシュージアスト、エンスージアスト、
【変化】《複》enthusiasts、【分節】en・thu・si・ast

less enthusiastic
いまいち気乗りしない

Reference
-----------------------------
Axel Krieger, Philipp Radtke, and Yoshi Takanuki. (2013). Learning from Japan’s early electric-vehicle buyers. Available: http://www.mckinsey.com/insights/energy_resources_materials/learning_from_japans_early_electric-vehicle_buyers Last accessed 15th June 2014.