One of the most prominent barriers identified is the perceived affordability of EVs. High vehicle purchase costs have often deterred potential buyers. However, the report emphasizes that in some regions, this cost may be more of a perceived barrier when considering the total cost of ownership (TCO) and the availability of cheaper EV models. To tackle this issue, the report recommends better consumer information highlighting the lower running costs, financial incentives, and energy savings associated with EVs compared to traditional internal combustion engine (ICE) vehicles.
Another major concern is range anxiety and vehicle performance. Many consumers still view EVs as having insufficient range and battery life expectancy. However, the report highlights that many modern EV models offer more than sufficient ranges for typical consumer needs, often exceeding 300 kilometers. To address this, the report underscores the importance of providing reliable information about battery range and optimizing it for various types of journeys.
The limited availability of charging infrastructure is also a significant obstacle. Steer’s report notes that the lack of reliable public or private charging points discourages EV adoption. It suggests that increasing the number of dependable public charging stations could motivate more consumers to switch to EVs. Furthermore, better information on chargepoint availability and reliability would help mitigate this barrier.
Chargepoint usability is another concern, with long charging times and inconsistent functionality. Many potential EV users expect charging times similar to refueling conventional ICE vehicles in under five minutes. However, the current charging experience lacks standardization, with unclear pricing schemes and interoperability issues between different chargepoint operators. Steer recommends providing consistent consumer information at chargepoints and during the vehicle purchasing process to improve the user experience.
Waiting times for purchasing an EV, often exceeding 12 months, also pose a challenge. This lengthy waiting period, compared to the quick availability of ICE vehicles, can deter potential EV buyers. The report suggests better information provision and managing consumer expectations to alleviate this concern.
Lastly, a lack of information about EVs remains a pervasive issue. Many consumers have limited knowledge about EV technology and criticize the insufficient information on driving range, chargepoint availability, access, and payment methods. The report advocates for improved consumer education and awareness to bridge this knowledge gap.
In conclusion, the Steer report highlights the growing interest in EVs but underscores the importance of addressing affordability, range anxiety, charging infrastructure, usability, vehicle availability, and information provision to further accelerate their adoption. These findings will play a crucial role in shaping EU regulatory frameworks and promoting the transition to sustainable transportation in Europe.
Source: “Electric Vehicles: Consumer Information Review” | Steer
