This paper presents the results of a survey conducted at the end of a battery electric vehicle (BEV) promotional project in Taipei. Consumer attitudes toward BEVs were evaluated and analyzed. Most people are positive about BEV application, indicating that the pilot project served its promotional and educational purposes. The respondents' purchase motivations and major expectations regarding the EVs were cross-examined with their level of satisfaction. Demographic characteristics, including gender, age, education, type of job, income, residential area, and car ownership status, were selected as influential factors. No significant difference was observed for the factors applied in this study, except that residential area may have influenced the degree of satisfaction. Younger consumers generally expressed less satisfaction; however, their willingness to purchase an EV was similar to that of consumers in general. Environmental and functional values were, respectively, ranked first and second for purchase motivation. Battery charging time and maintenance cost reduction were the first two major expectations in the decision to purchase an EV. Generally, consumers tended to accept a purchasing cost increase of 25%-50% higher than that of internal combustion vehicles. Central government, the industry, and consumers were considered to have the most critical roles in promoting the EV market, whereas economic conditions, technological advancements, and policy and regulations were the most needed breakthroughs. These results reveal that crucial technological breakthroughs and effective economic and political stimulations are required to initiate a successful social transition towards using BEVs. V C 2015 AIP Publishing LLC. [http://dx.