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There is broad agreement on the need for substantial use of low carbon vectors in the long term in the transport sector. Electrification, via mass market adoption of plug-in vehicles (i.e. battery electric and plug-in hybrid electric vehicles), has emerged as a front runner for road transport across the globe, but there are concerns that the pace and extent implied by many modeling studies is problematic and that assessment of (a) the heterogeneity in the market, (b) other low carbon vectors (e.g. conventional hybrids, hydrogen fuel cell) and (c) life cycle energy and environmental impacts have been relatively neglected. This paper aims to fill these gaps by examining the timing, scale and impacts of the uptake of plug-in vehicles in the heterogeneous UK car market from a consumer perspective. To achieve this aim it (a) brings together a bespoke disaggregated model of the transport-energy-environment system (the UK …