Electric Vehicles: Will Consumers Get Charged Up?

1
Electric Vehicles Will Consumers Get Charged Up?

• Mr. Craig Morton
• Dr. Geertje Schuitema
• Dr. Jillian Anable
• University of Aberdeen
• Centre of Transport Research
• craig.morton_at_abdn.ac.uk

2
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.

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Objectives

• 1. 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 consumption
• 4. Highlight the academic challenges of novel
  technologies.

4
Theoretical Overview
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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.

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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.

7
Macro Level

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

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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?

9
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.

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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.