Electric mobility – a survey of different consumer groups in germany with regard to adoption

Electric vehicles (EVs) are currently being discussed as a promising means to increase the energy-efficiency and sustainability of today’s transport systems. To effectively promote and successfully diffuse EVs, it is crucial to identify the customer segments containing the most likely early adopters and to target development, marketing and policy measures towards these segments. This study aims to identify promising target groups for electric mobility and characterize them in detail with regard to relevant factors for adoption extracted from literature. A large online survey has been conducted in Germany among actual users of EVs, consumers intending to adopt EVs in the future, consumers interested in EVs, but without concrete purchase intention and consumers who are not yet well informed about EVs. Amongst others, the survey includes items assessing (1) affinity towards EVs and likelihood of purchase and usage; (2) perceived advantages and characteristics of EVs; and (3) socio-demographic items. The participants were divided into different consumer groups regarding their affinity towards EVs. Differences between these segments pertaining to their perceptions of EVs which – according to theory and empirical findings – might be relevant for the adoption are described. Finally, conclusions regarding promising marketing and policy measures to promote electric mobility are discussed. Introduction Currently, electric vehicles (EVs) are being intensively discussed as a sustainable and energy-efficient means of transport. They may offer advantages compared to traditional vehicles with regard to environmental impact and noise. However, there are still aspects that are critical for consumer acceptance and thus for a successful diffusion of electric mobility, e.g. high purchase costs and uncertainties with regard to range or reliability of the battery. Moreover, using and especially charging an EV implies a challenge to user habits. For a successful diffusion of EVs, it is important to target development and marketing as well as policy measures towards likely early adopters. However, due to the low commercial availability of EVs so far, valid scientific findings on and practical experience with consumer needs are rare. Most industrialized countries and automobile manufacturers have launched huge research programmes for battery and vehicle development, and are starting field trials to test technology and to explore consumer acceptance, as well as successful mobility solutions and business models. In 2009, the German government, amongst others, launched a large research project running until July 2011 which is conducted by a network of Fraunhofer Institutes to promote the marketability of electric mobility. The research reported here is part of this project and aims to study user acceptance as well as concepts and measures to promote adoption. Consumer acceptance of EVs and critical aspects for their diffusion can be studied using various methods. Surveys with potential consumers, if and when they would purchase or use an EV, face the problem that for consumers it is difficult to express valid attitudes, preferences and intentions regarding new, rather unfamiliar vehicle types. Usually, such statements are