Electric Vehicles: Will Consumers Get Charged Up?

Mr. Craig MortonDr. Geertje Schuitema

Dr. Jillian AnableUniversity of Aberdeen

Centre of Transport Researchcraig.morton@abdn.ac.uk

Introduction EVs hold the potential to offer many benefits to society.Governments throughout the world are earmarking EVs for strategic importance.The technology continues to develop at a rapid pace.Manufacturers are currently near to market with their debut EV models.A clear picture of consumer response to EVs in the UK has yet to be developed.

Objectives1. Outline theoretical models for individual and interpersonal decisions and discuss their relevance in relation to EVs.2. Connect the theories with functional, symbolic and affective aspects of EV choice.3. Discuss how these theories address the dynamic aspect of consumption4. Highlight the academic challenges of novel technologies.

Theoretical Overview

Individual Level• Extensive use of Rational Choice Theory is

evident in the EV consumer literature.• Stated Preference methods with focus on

Discrete Choice in economic modeling.• Emphasis placed on the Functional Aspects of

vehicles such as performance, reliability and emissions.

• Symbolic and Affective aspects have had muted investigation.

Meso Level•Interface between Micro and Marco levels.•Specifically household and interpersonal decision making (multiple agents).•Theoretically less developed field of investigation.•Potentially very lucrative area of research.•Relates to consumerism in the EV market through household decision making.

Macro Level•Market structure specifically the dynamic aspect.•Diffusion of innovations.•Market segmentation.•Technological Transitions – niche to mainstream.

Conceptual Framework•How do we integrate the 3 scales of theory into one unified framework?•Will it the process by discrete or continuous?•Are feedback mechanisms present?•Is the system linear or nonlinear? •Will tipping points and thresholds be present?

Impact•EVs have lower well to wheel emission levels compared to an average new conventional vehicle.•This emissions differential is set to increase with more low carbon power generation coming online.•Decouple personal transport use from emissions level – reverse the trend.•Large potential UK market and manufacturing base.

Summary•Need to bring the consumer to the table when designing the transport for the future.•By putting the consumer at the heart of the decision will increase the likelihood of successful transition. •A better integration between technology development and consumer understanding will enhance the stability of the regime change.