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Exploring The Electric Vehicle Experience

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Africa Munyama, 2CV
Rhona Munck, tfl
Reshma McGill, tfl

Published in: Automotive
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Exploring The Electric Vehicle Experience

  1. 1. Electric Vehicles – the drive of the future? Presented by 2CV and Transport for London (TfL) Exploring perceptions, motivations and barriers
  2. 2. 2 On an average day in London, there are…
  3. 3. 3 The population in London is set to drastically grow, which inevitably has implications for the transport networks
  4. 4. 4 Most journeys are made by road each year, which has big environmental implications
  5. 5. 5 London needs to reduce emissions from transport to tackle climate change, reduce health impacts and avoid fines • 60% reduction in CO2 over 1990 baseline (= c.47% reduction in transport emissions) • Compliance with legal limits for Nitrogen Dioxide (NO2) • Further drive down particulate matter (PM10 and PM2.5) 5 “I have been elected with a clear mandate to clean up London’s air – our biggest environmental challenge”
  6. 6. 6 ElectricVehicles (EVs) present an ultra low emission alternative to combustion engines and are an important part of London’s vision for a sustainable transport system ~6,500 ultra low emission vehicles* are registered in London (end 2015) We want to achieve a step change in EV uptake which could see 100,000 EVs on London’s streets by 2025 • By 2013, we had installed1,400 charge points through the Source London network • TfL is now investing in new rapid and on-street residential charge points • At the same time we are undertaking research to understand what our potential EV drivers need to switch *EVs, plug-in hybrids and hydrogen fuel cell EVs
  7. 7. 7 This research is vital in helping us to understand how to reach potential electric vehicle drivers and develop effective policy e.g. New licencing requirements for zero emission capable taxis and private hire vehicles More charge points on-street through new Go Ultra Low delivery partnership with London Boroughs Supporting innovation through Mayor’s Air Quality Fund Using TfL’s influence to get more EVs on street to increase visibility, demystify and normalise Securing government and private sector investment to provide a better charging experience Supporting EVs in car clubs so more Londoners can try them 150 rapid charge points in 2018 LoCITY programme to help the freight industry adopt ULEVs
  8. 8. 8 2CV conducted research on behalf of TfL to look into perceptions, motivations and barriers to driving EVs in London QUAL QUANT Bright spot interviews Expert interviews Focus groups Online survey - London rep - Elderly drivers - Disabled drivers (n=445)
  9. 9. 9 Londoners’ top priorities when buying a car… PRICE RELIABILITY FUEL EFFIENCY COMFORT RUNNING COSTS On average customer have 17 priorities
  10. 10. 10 And Londoners’ perceptions of Electric Vehicles… SLOW QUIET RANGE CHARGE EXPENSIVE
  11. 11. 11 When making direct comparisons to petrol and diesel cars, EVs are seen as… “More innovative” “More techy” “Modern” “Green” “Economical” “Less trusted” “Less reliable” “More expensive” “Less sleek” “Inconvenient” “Niche”
  12. 12. 12 There is therefore some misalignment between what people ‘want’ from a car, and perceptions of Electric Vehicles… PRICE RELIABILITY FUEL EFFIENCY COMFORT EXPENSIVE LESS RELIABLE SHORT RANGE LESS SLEEK PRIORITIES FOR A CAR… ELECTRIC VEHICLES ARE SEEN AS…
  13. 13. 13 As a result, likelihood to consider an EV if buying a new vehicle is relatively low… 22% 33% 45% Likely (7-10) Middle (4-6) Unlikely (0-3) How likely do you think you would be to consider an Electric or Plug-In hybrid vehicle when purchasing your next vehicle?
  14. 14. 14 Misconceptions are driven by a lack of understanding of Electric Vehicles How do they work? Which manufacturers? How and where to charge? How much do they cost to buy, and to run? Is there a 2nd hand market? What’s the range and battery life?
  15. 15. 15 Giving Londoners information about EVs, and taking them on test drives reassures and increase consideration of this type of vehicle It feels like a normal car!
  16. 16. 16 After reading up on EVs, propensity to consider buying an EV is much higher – although still a fifth of people are uncertain 40% 40% 20% Yes – increases likelihood No – does not increase likelihood Don’t know Does knowing any of these facts increase your likelihood of buying an Electric or Plug- In hybrid vehicle?
  17. 17. 17 But, not all Londoners want to be the guinea pigs and concerns do persist… No vehicle tax Lower driving costs No congestion charge Environmentally friendly Plug-in car grant Aren’t enough charging points Inconvenient to charge Take too long to charge Battery life seems short The price of the car
  18. 18. 18 Londoners want to see other people using EVs first – information from car dealerships, manufactures and government departments could allay concerns Appealing to the innovators and early adopters will increase presence of EVs on the road in London, which in turn will reassure the Early Majority and Late Majority. Londoners welcome information from…
  19. 19. 19 The future of EVs is promising, but driving (and charging) this type of a car needs to be normalised - many see hybrids as a happy middle ground but may convert Demystify EVs Remove the ‘risk’ Develop the EV infrastructure Normalise EVs
  20. 20. Thank you

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