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Lightning Talk - Transport: Reinventing the Car: Technology vs. Culture
- 1. Decarbonizing Transport: lightNing Talks Dr. Joanna Moody, MIT Energy Initiative Reinventing the car: TECHNOLOGY VS. culture
- 2. Reinventing the car: A Technology Perspective 3 (or 4) Revolutions Electrification On-demand services; sharing economy Pooling Automation; connectivity Greener More efficient; expanded access Safer
- 3. EXCLUSIVE VS. Pooled ridehailing Singapore Mexico (Toluca de Lerdo, Aguascalientes, and Mérida)
- 4. Reinventing the car: A MODE SHIFT PERSPECTIVE
- 5. Car Pride • The attribution of: • Two facets of pride: social status and personal image • To two dimensions of car consumption: ownership and use • Survey measure; 12 statements each measured on 7-point Likert scale
- 6. [conclusions/policy recommendations: 1 SLIDE]
- 7. implications • Technology alone will not reinvent the car at the scale or pace necessary to combat climate change • Sustainable transportation is in a marketing war with the car; and it is losing • Cars are an aspirational good, especially in countries with rapidly expanding economies and high expected motorization growth • Multiple entry points to break the cycle before it becomes an established paradigm
Editor's Notes
- Use of single-occupancy, internal combustion engine vehicles is the greatest contributor to negative impacts of urban mobility systems, including: congestion, road safety, air pollution, and social exclusion To be sustainable, future urban mobility systems must “reinvent the car”
- Use of single-occupancy, internal combustion engine vehicles is the greatest contributor to negative impacts of urban mobility systems, including: congestion, road safety, air pollution, and social exclusion To be sustainable, future urban mobility systems must “reinvent the car”
- Technology alone will not bring about the reinvention of “the car” at the scale or pace necessary to accomplish sustainable urban mobility goals We need attitude/behavior shift among consumers and that is shaped by policy My research goal: to inform attitude/behavior shift by identifying key barriers to and drivers of consumer adoption of travel options
- Car pride strongly predicts car ownership, which in turn predicts car use In the reverse direction, car use strongly reinforces car pride These relations create a feedback loop among car pride, car ownership, and car use “Others would see me as more successful if owned a better or more cars” “I gain respect from my peers because I drive a car” “I have achieved in life and therefore I deserve to own a good car” “Driving meets my self esteem or personal image”
- Across countries, we find that developing countries—with less mature vehicle markets, but greater road/vehicle use—report higher values of country car pride after controlling for the types of people living in different countries Country car pride is higher in countries with less mature personal vehicle markets: Lower current personal vehicle ownership levels (in terms of car stock per 1000 people), but Higher growth in personal vehicle ownership
- Target the attitude: de-market the car; brand sustainable alternatives Target behavior: Car ownership: Vehicle taxes, car ownership restrictions; EV subsidies (for the type of vehicle used!) Car use: Road/congestion pricing, Fuel taxes, Parking fees and controls, Other car use restrictions based on license plate, vehicle type, or time of day Improve alternatives, including: public transit service and information systems, pedestrian / cycling facilities, etc.