Utility controlled‐charging (UCC) of plug‐in electric vehicles (PEVs) could potentially align vehicle charging with the availability of intermittent, renewable electricity sources. We investigated the case of a nightly charging program where the electric utility can control home PEV charging. To explore consumer acceptance of this form of UCC, we implemented a web‐based survey of new vehicle buyers in Canada (n =1470). The survey assessed interest in PEVs, explained UCC, and elicited openness to UCC through attitudinal questions and a stated choice experiment. We find potential for UCC support among one‐half to two‐thirds of respondents interested in purchasing a PEV, depending on the scenario. However, some respondents express concerns with privacy and loss of control. To quantify preferences for UCC, we estimated a latent class choice model where respondents chose between different PEV charging programs. The model identified four distinct respondent segments (or classes) that vary in their acceptance of UCC, as well as their valuation of renewable electricity, saving money on their electrical bill, and undergoing charging inconvenience. The overall sample was more sensitive to cost incentives than to renewable incentives, where cost‐based UCC programs garnered 63–78% enrollment while renewable‐based programs garnered only 49–59% enrollment. Overall, we observe the potential for widespread acceptance of UCC programs among Canadian PEV buyers, but program design and deployment will need to carefully acknowledge the various motivations and concerns of different vehicle buyer segments.
