Comparing high-end and low-end early adopters of battery electric vehicles

Battery electric vehicle adoption research has been on going for two decades. The majority of data gathered thus far is taken from studies that sample members of the general population and not actual adopters of the vehicles. This paper presents findings from a study involving 340 adopters of battery electric vehicles. The data is used to corroborate some existing assumptions made about early adopters. The contribution of this paper, however, is the distinction between two groups of adopters. These are high-end adopters and low-end adopters. It is found that each group has a different socio-economic profile and there are also some psychographic differences. Further they have different opinions of their vehicles with high-end adopters viewing their vehicles more preferentially. The future purchase intentions of each group are explored and it is found that high-end adopters are more likely to continue with ownership of battery electric vehicles in subsequent purchases. Finally reasons for this are explored by comparing each adopter group’s opinions of their vehicles to their future purchase intentions. From this is it suggested that time to refuel and range for low-end battery electric vehicles should be improved in order to increase chances of drivers continuing with BEV ownership.     

A dynamic marketing model for hybrid electric vehicles: A case study of Taiwan

This study uses an integrated model utilizing a small-world network and choice-based conjoint adoption model to examine the dynamics of consumer choice and diffusion in the hybrid electric vehicles market. It specifically compares the effectiveness of hybrid diffusion through the traditional word of mouth and via social media. The results show that without the advantage of increased gasoline prices, the growth of the hybrid vehicles market is insignificant, and that the Internet has a significant influence on the word of mouth effect in the purchasing process. Hybrid electric vehicles market shares decrease dramatically as a result of negative word of mouth communication via social media. The use of a higher fuel taxes is more effective than providing a subsidy for disposing of old vehicles and purchasing a hybrid.     

Deploying public charging stations for electric vehicles on urban road networks

This paper explores how to optimally locate public charging stations for electric vehicles on a road network, considering drivers’ spontaneous adjustments and interactions of travel and recharging decisions. The proposed approach captures the interdependency of different trips conducted by the same driver by examining the complete tour of the driver. Given the limited driving range and recharging needs of battery electric vehicles, drivers of electric vehicles are assumed to simultaneously determine tour paths and recharging plans to minimize their travel and recharging time while guaranteeing not running out of charge before completing their tours. Moreover, different initial states of charge of batteries and risk-taking attitudes of drivers toward the uncertainty of energy consumption are considered. The resulting multi-class network equilibrium flow pattern is described by a mathematical program, which is solved by an iterative procedure. Based on the proposed equilibrium framework, the charging station location problem is then formulated as a bi-level mathematical program and solved by a genetic-algorithm-based procedure. Numerical examples are presented to demonstrate the models and provide insights on public charging infrastructure deployment and behaviors of electric vehicles.     

How experience of use influences mass-market drivers’ willingness to consider a battery electric vehicle: A randomised controlled trial

Uptake of electric vehicles (EVs) by consumers could reduce CO₂ emissions from light duty road transport, but little is known about how mass-market consumer drivers will respond to them. Self-Congruity theory proposes that products are preferred whose symbolic meanings are congruent with personal identity. Further, Construal Level theory suggests that only those who are psychologically close to a new product category through direct experience with it can make concrete construals related to their lifestyles; most drivers lack this for EVs. For instance, potential performance benefits of EVs might offset range limitations for consumers who have such direct experience. The effect of direct experience was tested in a randomised controlled trial with 393 mass-market consumer drivers. An experimental group were given direct experience of a modern battery electric vehicle (BEV), and a control group an equivalent conventional car. Despite rating the performance of the BEV more highly than that of the conventional car, willingness to consider a BEV declined after experience, particularly if the range of the BEV considered was short. The participants willing to consider a short-range BEV were those high in self-congruity, for whom the BEV could act as a strong symbol of personal identity.     

Mainstream consumers driving plug-in battery-electric and plug-in hybrid electric cars: A qualitative analysis of responses and evaluations

Plug-in electric vehicles can potentially emit substantially lower CO₂ emissions than internal combustion engine vehicles, and so have the potential to reduce transport emissions without curtailing personal car use. Assessing the potential uptake of these new categories of vehicles requires an understanding of likely consumer responses. Previous in-depth explorations of appraisals and evaluations of electric vehicles have tended to focus on ‘early adopters’, who may not represent mainstream consumers. This paper reports a qualitative analysis of responses to electric cars, based on semi-structured interviews conducted with 40 UK non-commercial drivers (20 males, 20 females; age 24-70 years) at the end of a seven-day period of using a battery electric car (20 participants) or a plug-in hybrid car (20 participants). Six core categories of response were identified: (1) cost minimisation; (2) vehicle confidence; (3) vehicle adaptation demands; (4) environmental beliefs; (5) impression management; and, underpinning all other categories, (6) the perception of electric cars generally as ‘work in progress’ products. Results highlight potential barriers to the uptake of current-generation (2010) plug-in electric cars by mainstream consumers. These include the prioritization of personal mobility needs over environmental benefits, concerns over the social desirability of electric vehicle use, and the expectation that rapid technological and infrastructural developments will make current models obsolete. Implications for the potential uptake of future electric vehicles are discussed.     

Impact of vehicle usage on consumer choice of hybrid electric vehicles

We analyze the vehicle usage and consumer profile attributes extracted from both National Household Travel Survey and Vehicle Quality Survey data to understand the impact of vehicle usage upon consumers’ choices of hybrid electric vehicles in the US. In addition, the key characteristics of hybrid vehicle drivers are identified to determine the market segmentations of hybrid electric vehicles and the critical attributes to include in the choice model. After a compatibility test of two datasets, a pooled choice model combining both data sources illustrates the significant influences of vehicle usage upon consumers’ choices of hybrid electric vehicles. Even though the data-bases have in the past been used independently to study travel behavior and vehicle quality ratings, here we use them together.     

The role of instrumental,hedonic and symbolic attributes in the intention to adopt electric vehicles

The aim is to understand how private car drivers’ perception of vehicle attributes may affect their intention to adopt electric vehicles (EVs). Data are obtained from a national online survey of potential EV adopters in the UK. The results indicate that instrumental attributes are important largely because they are associated with other attributes derived from owning and using EVs, including pleasure of driving (hedonic attributes) and identity derived from owning and using EVs (symbolic attributes). People who believe that a pro-environmental self-identity fits with their self-image are more likely to have positive perceptions of EV attributes. Perceptions of EV attributes are only very weakly associated with car-authority identity.     

Socially optimal electric driving range of plug-in hybrid electric vehicles

This study determines the optimal electric driving range of plug-in hybrid electric vehicles (PHEVs) that minimizes the daily cost borne by the society when using this technology. An optimization framework is developed and applied to datasets representing the US market. Results indicate that the optimal range is 16 miles with an average social cost of $3.19 per day when exclusively charging at home, compared to $3.27 per day of driving a conventional vehicle. The optimal range is found to be sensitive to the cost of battery packs and the price of gasoline. When workplace charging is available, the optimal electric driving range surprisingly increases from 16 to 22 miles, as larger batteries would allow drivers to better take advantage of the charging opportunities to achieve longer electrified travel distances, yielding social cost savings. If workplace charging is available, the optimal density is to deploy a workplace charger for every 3.66 vehicles. Moreover, the diversification of the battery size, i.e., introducing a pair and triple of electric driving ranges to the market, could further decrease the average societal cost per PHEV by 7.45% and 11.5% respectively.     

Who will buy electric vehicles? Identifying early adopters in Germany

Electric vehicles (EVs) have noteworthy potential to reduce global and local emissions and are expected to become a relevant future market for vehicle sales. Both policy makers and car manufacturers have an interest to understand the first large EV user group, frequently referred to as ‘early adopters’. However, there are only a few empirical results available for this important group. In this paper, we analyse and discuss several empirical data sets from Germany, characterising this user group from both a user and a product perspective, i.e. who is willing to buy an EV and who should buy one. Our results show that the most likely group of private EV buyers in Germany are middle-aged men with technical professions living in rural or suburban multi-person households. They own a large share of vehicles in general, are more likely to profit from the economical benefits of these vehicles due to their annual vehicle kilometres travelled and the share of inner-city driving. They state a higher willingness to buy electric vehicles than other potential adopter groups and their higher socio-economic status allows them to purchase EVs. In contrast to this, inhabitants of major cities are less likely to buy EVs since they form a small group of car owners in general, their mileage is too low for EVs to pay off economically and they state lower interest and lower willingness to pay for EVs than other groups. Our results indicate that transport policy promoting EVs should focus on middle-aged men with families from rural and sub-urban cities as first private EV buyers.     

Predicting market potential and environmental benefits of deploying electric taxis in Nanjing,China

This paper investigates the market potential and environmental benefits of replacing internal combustion engine (ICE) vehicles with battery electric vehicles (BEVs) in the taxi fleet in Nanjing, China. Vehicle trajectory data collected by onboard global positioning system (GPS) units are used to study the travel patterns of taxis. The impacts of charger power, charging infrastructure coverage, and taxi apps on the feasibility of electric taxis are quantified, considering taxi drivers’ recharging behavior and operating activities. It is found that (1) depending on the charger power and coverage, 19% (with AC Level 2 chargers and 20% charger network coverage) to 56% (with DC chargers and 100% charger network coverage) of the ICE vehicles can be replaced by electric taxis without driving pattern changes; (2) by using taxi apps to find nearby passengers and charging stations, drivers could utilize the empty cruising time to charge the battery, which may increase the acceptance of BEVs by up to 82.6% compared to the scenario without taxi apps; and (3) tailpipe emissions in urban areas could be significantly reduced with taxi electrification: a mixed taxi fleet with 46% compressed-natural-gas-powered (CNG) and 54% electricity-powered vehicles can reduce the tailpipe emissions by 48% in comparison with the fleet of 100% CNG taxis.     

A discrete choice framework for modeling and forecasting the adoption and diffusion of new transportation services

Major technological and infrastructural changes over the next decades, such as the introduction of autonomous vehicles, implementation of mileage-based fees, carsharing and ridesharing are expected to have a profound impact on lifestyles and travel behavior. Current travel demand models are unable to predict long-range trends in travel behavior as they do not entail a mechanism that projects membership and market share of new modes of transport (Uber, Lyft, etc.). We propose integrating discrete choice and technology adoption models to address the aforementioned issue. In order to do so, we build on the formulation of discrete mixture models and specifically Latent Class Choice Models (LCCMs), which were integrated with a network effect model. The network effect model quantifies the impact of the spatial/network effect of the new technology on the utility of adoption. We adopted a confirmatory approach to estimating our dynamic LCCM based on findings from the technology diffusion literature that focus on defining two distinct types of adopters: innovator/early adopters and imitators. LCCMs allow for heterogeneity in the utility of adoption for the various market segments i.e. innovators/early adopters, imitators and non-adopters. We make use of revealed preference (RP) time series data from a one-way carsharing system in a major city in the United States to estimate model parameters. The data entails a complete set of member enrollment for the carsharing service for a time period of 2.5 years after being launched. Consistent with the technology diffusion literature, our model identifies three latent classes whose utility of adoption have a well-defined set of preferences that are significant and behaviorally consistent. The technology adoption model predicts the probability that a certain individual will adopt the service at a certain time period, and is explained by social influences, network effect, socio-demographics and level-of-service attributes. Finally, the model was calibrated and then used to forecast adoption of the carsharing system for potential investment strategy scenarios. A couple of takeaways from the adoption forecasts were: (1) placing a new station/pod for the carsharing system outside a major technology firm induces the highest expected increase in the monthly number of adopters; and (2) no significant difference in the expected number of monthly adopters for the downtown region will exist between having a station or on-street parking.     

Symbolism in California’s early market for hybrid electric vehicles

This study explores the symbolic meanings being created, appropriated, and communicated by the owners of hybrid electric vehicles. As symbolic meanings are shown to be important to hybrid electric vehicle purchase and use, understanding the meanings, as well as their construction and communication, is essential for policy makers and others hoping to promote these new types of vehicles. Hybrid electric vehicles embody combinations of meanings that were previously unavailable from automobiles. Market observers who fail to recognize this struggle to explain why some people buy hybrid electric vehicles. They may characterize buyers as naı¨ve about calculating payback on fuel economy, or dismiss owners as image-seeking environmentalists. This research belies such simplistic explanations. Through the telling and analysis of buyers’ own stories, this study takes a robust approach to understanding the creation and spread of new symbolic meanings in the automotive market. Data were collected in ethnographic interviews with hybrid electric vehicle owners in the California, and analyzed using methods based on semiotic theory. In particular, the study explores how widely recognized social meanings (denotations) are connected to more personal meanings (connotations) and the effect that both types of meanings have on vehicle purchase and use.     

Understanding user acceptance factors of electric vehicle smart charging

Smart charging has been the focus of considerable research efforts but so far there is little notion of users’ acceptance of the concept. This work considers potentially influential factors for the acceptance of smart charging from the literature and tests their viability employing a structural equation model, following the partial least squares approach. For a sample of 237 early electric vehicle adopters from Germany our results show that contributing to grid stability and the integration of renewable energy sources are key motivational factors for acceptance of smart charging. In addition, the individual need for flexibility should not be impaired through charging control. Further well known influential factors like economic incentives do not seem to have a significant impact in the sample group under scrutiny. These and further findings should be taken into account by aggregators when designing attractive business models that incentivize the participation of early adopters and ease market rollout.     

Market dynamics and indirect network effects in electric vehicle diffusion

The diffusion of electric vehicles (EVs) is studied in a two-sided market framework consisting of EVs on the one side and EV charging stations (EVCSs) on the other. A sequential game is introduced as a model for the interactions between an EVCS investor and EV consumers. A consumer chooses to purchase an EV or a conventional gasoline alternative based on the upfront costs of purchase, the future operating costs, and the availability of charging stations. The investor, on the other hand, maximizes his profit by deciding whether to build charging facilities at a set of potential EVCS sites or to defer his investments.The solution of the sequential game characterizes the EV-EVCS market equilibrium. The market solution is compared with that of a social planner who invests in EVCSs with the goal of maximizing the social welfare. It is shown that the market solution underinvests EVCSs, leading to slower EV diffusion. The effects of subsidies for EV purchase and EVCSs are also considered.     

Network equilibrium models with battery electric vehicles

The limited driving ranges, the scarcity of recharging stations and potentially long battery recharging or swapping time inevitably affect route choices of drivers of battery electric vehicles (BEVs). When traveling between their origins and destinations, this paper assumes that BEV drivers select routes and decide battery recharging plans to minimize their trip times or costs while making sure to complete their trips without running out of charge. With different considerations of flow dependency of energy consumption of BEVs and recharging time, three mathematical models are formulated to describe the resulting network equilibrium flow distributions on regional or metropolitan road networks. Solution algorithms are proposed to solve these models efficiently. Numerical examples are presented to demonstrate the models and solution algorithms.     

Routing aspects of electric vehicle drivers and their effects on network performance

This study investigates the routing aspects of battery electric vehicle (BEV) drivers and their effects on the overall traffic network performance. BEVs have unique characteristics such as range limitation, long battery recharging time, and recuperation of energy lost during the deceleration phase if equipped with regenerative braking system (RBS). In addition, the energy consumption rate per unit distance traveled is lower at moderate speed than at higher speed. This raises two interesting questions: (i) whether these characteristics of BEVs will lead to different route selection compared to conventional internal combustion engine vehicles (ICEVs), and (ii) whether such route selection implications of BEVs will affect the network performance. With the increasing market penetration of BEVs, these questions are becoming more important. This study formulates a multi-class dynamic user equilibrium (MCDUE) model to determine the equilibrium flows for mixed traffic consisting of BEVs and ICEVs. A simulation-based solution procedure is proposed for the MCDUE model. In the MCDUE model, BEVs select routes to minimize the generalized cost which includes route travel time, energy related costs and range anxiety cost, and ICEVs to minimize route travel time. Results from numerical experiments illustrate that BEV drivers select routes with lower speed to conserve and recuperate battery energy while ICEV drivers select shortest travel time routes. They also illustrate that the differences in route choice behavior of BEV and ICEV drivers can synergistically lead to reduction in total travel time and the network performance towards system optimum under certain conditions.     

Predicting the adoption of connected autonomous vehicles: A new approach based on the theory of diffusion of innovations

On the grounds that individuals heavily rely on the information that they receive from their peers when evaluating adoption of a radical innovation, this paper proposes a new approach to forecast long-term adoption of connected autonomous vehicles (CAVs). The concept of resistance is employed to explain why individuals typically tend to defer the adoption of an innovation. We assume that there exists a social network among individuals through which they communicate based on certain frequencies. In addition, individuals can be subject to media advertisement based on certain frequencies. An individual’s perceptions are dynamic and change over time as the individual is exposed to advertisement and communicates with satisfied and dissatisfied adopters. We also explicitly allow willingness-to-pay (WTP) to change as a result of peer-to-peer communication. An individual decides to adopt when (i) there is a need for a new vehicles; (ii) his/her WTP is greater than CAV price; and (iii) his/her overall impression about CAVs reaches a cutoff value. Applicability of the proposed approach is shown using a survey of employees of the University of Memphis. Our results show that the automobile fleet will be near homogenous in about 2050 only if CAV prices decrease at an annual rate of 15% or 20%. We find that a 6-month pre-introduction marketing campaign may have no significant impact on adoption trend. Marketing is shown to ignite CAV diffusion but its effect is capped. CAV market share will be close to 100% only if all adopters are satisfied with their purchases; therefore, the probability that an individual becomes a satisfied adopter plays an important role in the trend of adoption. The effect of the latter probability is more pronounced as time goes by and is also more prominent when CAV price reduces at greater rates. Some caveats may be inserted when considering the study results as the findings are subject to sample bias and data limitations.     

Electric vehicles: How much range is required for a day’s driving?

One full year of high-resolution driving data from 484 instrumented gasoline vehicles in the US is used to analyze daily driving patterns, and from those infer the range requirements of electric vehicles (EVs). We conservatively assume that EV drivers would not change their current gasoline-fueled driving patterns and that they would charge only once daily, typically at home overnight. Next, the market is segmented into those drivers for whom a limited-range vehicle would meet every day’s range need, and those who could meet their daily range need only if they make adaptations on some days. Adaptations, for example, could mean they have to either recharge during the day, borrow a liquid-fueled vehicle, or save some errands for the subsequent day. From this analysis, with the stated assumptions, we infer the potential market share for limited-range vehicles. For example, we find that 9% of the vehicles in the sample never exceeded 100 miles in one day, and 21% never exceeded 150 miles in one day. These drivers presumably could substitute a limited-range vehicle, like electric vehicles now on the market, for their current gasoline vehicle without any adaptation in their driving at all. For drivers who are willing to make adaptations on 2 days a year, the same 100 mile range EV would meet the needs of 17% of drivers, and if they are willing to adapt every other month (six times a year), it would work for 32% of drivers. Thus, it appears that even modest electric vehicles with today’s limited battery range, if marketed correctly to segments with appropriate driving behavior, comprise a large enough market for substantial vehicle sales. An additional analysis examines driving versus parking by time of day. On the average weekday at 5 pm, only 15% of the vehicles in the sample are on the road; at no time during the year are fewer than 75% of vehicles parked. Also, because the return trip home is widely spread in time, even if all cars plug in and begin charging immediately when they arrive home and park, the increased demand on the electric system is less problematic than prior analyses have suggested.     

Gas anxiety and the charging choices of plug-in hybrid electric vehicle drivers

Plug-in hybrid electric vehicles (PHEVs) can provide many of the benefits of battery electric vehicles (BEVs), such as reduced petroleum consumption and greenhouse gas emissions, without the “range anxiety” that can accompany driving a vehicle with limited range when there are few charging opportunities. However, evidence indicates that PHEVs are often plugged in more frequently than BEVs in practice. This is somewhat paradoxical: drivers for whom plugging in is optional tend to do so more frequently than those for whom it is necessary. This has led to the coining of a new term – “gas anxiety” – to describe the apparent desire of PHEV drivers to avoid using gasoline. In this paper, we analyze the variables influencing the charging choices of PHEV owners, testing whether drivers express preferences consistent with the concept of gas anxiety. We analyze data collected in a web-based stated preference survey using a latent class logit model. The results reveal two classes of decision-making patterns among the survey respondents: (1) those who weight the cost of gasoline and the cost of recharging approximately equally (the cost-minimizing class), and (2) those who weight the cost gasoline more heavily than the cost of recharging (the gas anxiety class). Respondents in the gas anxiety class expressed a willingness to recharge at a charging station even when doing so would cost approximately four times as much as the cost of the gasoline avoided. While the gas anxiety class represents the majority of our sample, more recent PHEV adopters are more likely to be in the cost-minimizing class. Looking forward, this suggests that public charging station operators may need to price charging competitively with gasoline on a per-mile basis to attract PHEV owners.