The market introduction and penetration of electric vehicles can be seen as a milestone in order to reduce the environmental burden imposed by the transport sector. The wide-spread use of electric vehicles powered by electricity from renewable sources promises a substantial reduction of local emissions in urban areas as well as greenhouse gas emissions. To be a successful mobility alternative several obstacles and challenges have to be overcome first. Especially the customers' purchase decision determines finally whether an innovation like electromobility will be successful. Therefore, this paper concentrates on demand-related obstacles and barriers for a broad market deployment of electric cars. Within the Electromobility+ project eMAP these issues are investigated via a consumer survey. It was designed to identify the awareness of potential consumers of electric cars as well as give an estimate of the attitude towards this new technology. In addition to the picture of potential demand-related obstacles the consumers were asked to evaluate the suitability of various promotion measures.