Japanese consumer preference for electric vehicles (EVs) was studied using a survey in 2009 and 2010. Attributes like powertrain, price, range, cost, and capacity were considered. Consumers preferred hybrid electric vehicles (HEVs) over battery electric vehicles (BEVs) and plug-in HEVs (PHEVs). BEVs with limited range and fewer seats were less popular. The subsidy for EVs increased awareness and preference for HEVs and certain types of BEVs, but more efforts are needed to promote other types of EVs for better environmental impact.