This paper examines consumer stated intent to purchase plug-in electric vehicles (PEVs) and assesses the factors that increase or decrease interest. It utilizes a survey of 2,302 adult drivers in 21 large U.S. cities. The survey occurred in early fall 2011, before vehicle manufacturers and dealers began information and marketing campaigns, and thus serves to document early impressions of this emerging transport technology. The central finding of the analysis is that, given current battery technology and public perceptions, overall stated intent to purchase or lease PEVs is low. Interest in plug-in hybrid technology is somewhat greater than interest in all-electric technology. Consumers who express early interest in adopting electric vehicles are typically highly educated, previous owners of conventional hybrids, environmentally sensitive, and concerned about dependence on foreign oil. Enhanced fuel economy, the primary tangible advantage of plug-in technology, is recognized as favorable by respondents but fails to exert a strong influence on purchasing intentions. Each of the known drawbacks of plug-in vehicles – initial cost, recharging time, and limiting driving range – is associated with diminished interest. In light of the formidable barriers to their commercialization, the paper concludes with a discussion of some strategies that government and industry can pursue to advance market penetration of first-generation PEVs.