At the AW Briefing in London last week, experts analysed the market and solutions for a global EV adoption. The roles of consumer education and incentives were discussed in the context of how to overcome the obstacles to consumer acceptance of EVs. cars21.com gives an overview of the presentations. (+Presentations)

At the AW Briefing in London last week, experts analysed the market and solutions for a global EV adoption. The roles of consumer education and incentives were discussed in the context of how to overcome the obstacles to consumer acceptance of EVs,. cars21.com gives an overview of the presentations.

Marketing Electric Vehicles: Catherine Hutt - Business Development Manager - Electric Vehicles, SMMT

In a short introduction, Hutt explained that the Society of Motor Manufacturers and Traders (SMMT) is the “voice of the automotive industry” in the UK as well as abroad and that due to requests by their members a dedicated EVs group has been formed within the SMMT recently. Based on the society’s research Hutt then moved on to explain the three most important messages for succesfull marketing of EVs:

The consumer is going through a learning curve that can be compared to the AIDA model: Attention, Interest, Desire and Action. First of all, the potential customer has to learn about the EV basics, meaning what it is and general information. The next steps are operational questions, including the range, the charging infrastructure and the grid that implicate already an interest. When this stage is taken, the emotional criteria come into play, such as the image, additional price benefits or the driving feeling and comfort. Only when putting together all the previous questions, can a potential consumer be turned into an actual buyer. According to Hutt, this model should be kept in mind to understand how education and intelligence are major points to convince customers to buy an EV.

The other two messages are also highly related to the AIDA model. Firstly, Hutt pointed out that the emphasis should be put on the special benefits an EV has, such as: quiet and smooth drive, personal image, low running costs, ideal for commuting and low personal CO2 emissions. Secondly, Hutt called for experimental marketing to experience and appreciate these benefits as well as to speed up the learning curve.. In her opinion, the experience of actually driving an EV will change the consumer’s perception much easier and win both their hearts and minds. (Presentation attached below)

Stimulating the Electric Vehicle Market: Jonathan Shine - Managing Director, DrivElectric

Being a real EV enthusiast, Jonathan Shine discussed in his presentation the main advantages but also the drawbacks of EVs that will be faced by a “normal” car driver and potential consumer. Stating that consumers have strong reasons not to buy an EV, - mainly a substantially higher price and the range difference compared to an internal combustion engine car (ICE) - Shine set out some creative ideas that could balance out the cons.

First of all, he emphasised the fact that EVs have a “fantastic!” incumbent and agreed with Hutt that the experience of driving an EV is very convincing. From a practical point of view, Shine admitted that most of the consumers will perceive major functional and economic constraints when it comes to EVs at least for the next 5-10 years. Therefore, the consumer needs innovative convenience-based and intelligent incentives beyond financial incentives. Some suggestions from Shine were:

• Intelligent home recharging bays: you get your own parking space with charging in front of your house and other EV drivers are allowed to use as long as you are not there, while an intelligent system makes sure that is it free when you arrive
• Easy-swap to ICE for long journeys (exchange your EV with ICE when discharged and pick the recharged EV up again on the way back)
• Tradable commercial vehicle bus lane passes
• Gadgets and attractive design
• Vehicle design features exclusive to EVs

(Presentation attached below)

More presentations

Liz Gray, Senior Consultant of Future Transport Systems, a consultancy focusing on the integration of transport infrastructure, pointed out that an integrated approach is necessary to successfully adopt EVs. Trials and data collection are thereby priorities to develop an effective communications strategy, while a seamless integration of all elements (incentives, legislation, supply chain, recharging, etc) is required to feed into this communication strategy. (Presentation attached below)

Dr. Stephen Skippon, Principal Scientist at Shell Global Solutions presented a research study that analyses early consumer responses to EVs. For that 92 employess of E.ON tested the MiEV and had to fill in a questionnaire with questions about the importance of range, the performance or the image of EVs, to name just some examples.

Bernie Lally, Consumer Incentive Policy Advisor in the Office for Low Emission Vehicles talked about how the UK is promoting Ultra-Low Emission Vehicles, mentioning as well that in the next weeks a final incentive scheme that supports consumers to buy an EV will be published. Sean Long working for the Automotive and Low Carbon Vehicle Sector in the North East Regional Development presented the low carbon regions in the UK.