By Dr. Andrew Jones
In a recent study of consumers undertaken by researchers in the Centre for Business in Society at Coventry University, attitudes towards some of the more dramatic innovations in motoring were explored. Motoring choices, views regarding autonomous vehicles, mobility services, electric vehicles, and new ownership models such as car sharing clubs, were explored in a series of focus groups. The resulting insights in relation to EVs, new ownership models, and driverless vehicles highlighted tensions worthy of further debate.
In relation to electric vehicles, it was unsurprising that the consumers highlighted some of the enduring barriers to adoption: factors such as inadequate range and high purchase price. However, the technology itself was viewed as desirable. Interestingly, participants saw EVs as a status or luxury product. In this sense, branding was argued to be important with the respondents having an extremely favourable view of Tesla, which was seen as a ‘high end’ product. There was a less positive view of EVs manufactured by many mainstream producers, with these vehicles seen as less desirable:
“I’d say they’re desirable depending upon the brand. So, there’s Tesla and I’d see it as quite a desirable product, high end, whereas if it was the Toyota Prius, maybe not as desirable.”
The notion of ‘desirability’ is linked to the performance and appearance of the vehicles, with Tesla being seen to hold an advantage over other manufacturers in this aspect. However, if these vehicles are to be treated as ‘gadgets’ or as ‘high end’ technology then, for even premium manufacturers, EVs must contain high-tech features:
“Branding doesn’t necessarily mean how good it is. So, if you’ve a BMW i3, which is, for what it is, a small hatchback, there’s not a lot of car for the money. Whereas a Nissan Leaf, you’ve got a lot more gadgets in there for a lot less.”
In considering new models of mobility and ownership, most participants expressed favourable views of services such as Uber, with convenience and flexibility seen as advantageous compared to conventional forms of travel. Alongside these services, respondents were also asked to consider new models of ownership, such as car clubs. Whilst there was a favourable view of these services, particularly as a mechanism to influence EV adoption, some participants questioned their convenience/accessibility, and were of the opinion that others would be the adoption group, but not them! A somewhat ‘selfish’ view, perhaps, as the individual circumstance is seen as the most important stimulus for these views:
“With Uber you…know when they’re going to be arriving… you don’t have to stand outside in the rain waiting for your cab.”
Whilst these views may seem favourable in light of consumers seeking new technological solutions, in other cases there were elements of resistance, born out of long-established cultural norms in relation to driving. For example, this was particularly evident when participants considering charging their routines for an electric vehicle:
“You pull into a petrol station, just ready to go at any minute whereas [with an EV] you have to charge it for x amount of hours to get x amount of mileage. I think you have to be a lot more prepared with an electric car.”
Another tension was apparent when consumers in the research addressed autonomy. For the consumers in each of the focus groups there were cultural factors, such as enjoying the routine of driving, which made driverless cars unattractive. As with the car sharing discussion, suggested potential users of autonomous vehicles were from other social groups; implying that these consumers believed the technology to be suitable, but only for a subset of the population… and not for themselves!
For those organisations who want to increase adoption or bring EVs and other innovations to market, these findings reinforce some of the implicit challenges present. It is apparent from this research that consumers are still lacking adequate information to make choices, and they also have a series of set routines or behaviours in relation to their transport decisions which may clash with these new technologies and options. Until consumers are better educated in terms of understanding these options and benefits, it is unlikely that adoption rates will reach the levels desired by government, manufacturers and other bodies. Moreover, how manufacturers deal with the contradiction between the vehicles being seen as ‘status’ products and ‘too expensive’ is another issue impacting upon adoption rates and the positioning of these products.
These research findings also have wider implications in terms of policy provision surrounding EVs, driverless vehicles and other new developments in motoring. Not only does this research highlight how the existing infrastructure for EV support requires on-going investment, it also reflects the need for additional information to be provided to consumers to ensure they can make a more informed choice concerning EVs, autonomy and any such radically disruptive innovation.
Further, more longitudinal research is now planned into EVs, autonomy and new business models, to better understand the requisites and impediments for wider adoption and ‘buy-in’. There is a need to study attitudes over a longer period and from a wider and more diverse audience. More complex research methods will now be deployed by the team from Coventry University, such as Citizens’ Summits and the analysis of demonstrator trials, to generate more revealing insights once consumers are exposed to these products and better understand them as a result of such interactive research methods.
You actually make it seem so easy together with your presentation but I to find this matter to be really something which I think I might by no means understand. It kind of feels too complex and extremely large for me. I am looking forward to your subsequent post, I¦ll attempt to get the grasp of it!
I’d incessantly want to be update on new blog posts on this internet site, bookmarked! .
You are a very smart individual!
Hmm is anyone else having problems with the images on this blog loading? I’m trying to find out if its a problem on my end or if it’s the blog. Any feed-back would be greatly appreciated.
Greetings! I know this is kind of off topic but I was wondering which blog platform are you using for this website? I’m getting tired of WordPress because I’ve had problems with hackers and I’m looking at alternatives for another platform. I would be awesome if you could point me in the direction of a good platform.
Enjoyed reading through this, very good stuff, thankyou.
of course like your web-site however you have to test the spelling on several of your posts. Many of them are rife with spelling issues and I find it very troublesome to inform the truth then again I?¦ll certainly come again again.
I have not checked in here for some time since I thought it was getting boring, but the last several posts are great quality so I guess I will add you back to my everyday bloglist. You deserve it my friend 🙂
What Is Puravive? The Puravive weight loss aid is formulated using eight clinically proven natural ingredients.
I’m still learning from you, but I’m improving myself. I definitely liked reading all that is written on your site.Keep the stories coming. I liked it!
What is Alpha Tonic? Alpha Tonic stands as a natural health supplement designed to comprehensively address men’s overall well-being.
Great write-up, I am regular visitor of one’s website, maintain up the nice operate, and It is going to be a regular visitor for a lengthy time.
We stumbled over here by a different web address and thought I should check things out. I like what I see so now i am following you. Look forward to looking into your web page yet again.
Howdy just wanted to give you a quick heads up and let you know a few of the pictures aren’t loading correctly. I’m not sure why but I think its a linking issue. I’ve tried it in two different internet browsers and both show the same outcome.
Hello my family member! I wish to say that this post is awesome, great written and include almost all vital infos. I?¦d like to look more posts like this .
Some really wonderful info , Glad I discovered this. “The trick is to make sure you don’t die waiting for prosperity to come.” by Lee Iacocca.
Wow, awesome blog layout! How long have you ever been running a blog for?
you made running a blog glance easy. The total glance of your site is magnificent, let alone the content material!
You can see similar here najlepszy sklep
My partner and I stumbled over here from a different website and thought I may as well check things out. I like what I see so i am just following you. Look forward to exploring your web page again.
you have a great blog here! would you like to make some invite posts on my blog?
Great post and right to the point. I am not sure if this is really the best place to ask but do you folks have any thoughts on where to employ some professional writers? Thanks in advance 🙂
Nice post. I learn something more challenging on different blogs everyday. It will always be stimulating to read content from other writers and practice a little something from their store. I’d prefer to use some with the content on my blog whether you don’t mind. Natually I’ll give you a link on your web blog. Thanks for sharing.
he blog was how do i say it… relevant, finally something that helped me. Thanks
Definitely, what a magnificent site and educative posts, I will bookmark your site.Best Regards!
I am not very excellent with English but I come up this very leisurely to understand.
Those are yours alright! . We at least need to get these people stealing images to start blogging! They probably just did a image search and grabbed them. They look good though!
Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across. It extremely helps make reading your blog significantly easier.
Hello. Great job. I did not anticipate this. This is a remarkable story. Thanks!
I like this blog so much, saved to fav. “American soldiers must be turned into lambs and eating them is tolerated.” by Muammar Qaddafi.
It’s truly a nice and helpful piece of info. I’m satisfied that you shared this helpful info with us. Please keep us up to date like this. Thanks for sharing.
Only wanna comment on few general things, The website design is perfect, the content is real excellent : D.
magnificent post, very informative. I wonder why the other experts of this sector don’t notice this. You should continue your writing. I am sure, you have a huge readers’ base already!
certainly like your web site but you need to check the spelling on quite a few of your posts. Several of them are rife with spelling problems and I find it very troublesome to tell the truth nevertheless I’ll certainly come back again.
Thank you for the sensible critique. Me & my neighbor were just preparing to do some research about this. We got a grab a book from our area library but I think I learned more from this post. I’m very glad to see such fantastic information being shared freely out there.
I respect your work, thankyou for all the useful content.
Renew is a nutritional supplement that activates your metabolism and promotes healthy sleep.
I absolutely love your blog and find almost all of your post’s to be exactly I’m looking for. Do you offer guest writers to write content in your case? I wouldn’t mind writing a post or elaborating on a lot of the subjects you write about here. Again, awesome blog!
Hello, Neat post. There is an issue along with your web site in web explorer, would test thisK IE still is the market chief and a good section of people will leave out your excellent writing due to this problem.
I?¦ve been exploring for a little for any high quality articles or weblog posts on this kind of house . Exploring in Yahoo I ultimately stumbled upon this website. Reading this information So i?¦m happy to convey that I have a very excellent uncanny feeling I found out just what I needed. I so much certainly will make certain to don?¦t fail to remember this web site and give it a glance on a relentless basis.
Absolutely composed content, regards for information .
I?¦ll right away take hold of your rss as I can not find your email subscription link or e-newsletter service. Do you’ve any? Kindly permit me recognize in order that I may just subscribe. Thanks.
Hi there, I discovered your website via Google while searching for a comparable subject, your site got here up, it seems to be great. I’ve bookmarked it in my google bookmarks.
Good ?V I should definitely pronounce, impressed with your web site. I had no trouble navigating through all the tabs and related info ended up being truly easy to do to access. I recently found what I hoped for before you know it at all. Quite unusual. Is likely to appreciate it for those who add forums or something, web site theme . a tones way for your client to communicate. Nice task..
With every little thing that appears to be developing within this particular subject matter, your viewpoints are generally somewhat exciting. Having said that, I beg your pardon, because I do not subscribe to your whole idea, all be it stimulating none the less. It appears to us that your comments are not entirely justified and in fact you are generally your self not thoroughly confident of the point. In any event I did enjoy examining it.
Very interesting information!Perfect just what I was searching for!
I like this web blog so much, bookmarked.
I likewise think hence, perfectly written post! .
You have brought up a very wonderful details, thanks for the post.
Hi! Do you know if they make any plugins to safeguard against hackers? I’m kinda paranoid about losing everything I’ve worked hard on. Any suggestions?
I am really enjoying the theme/design of your web site. Do you ever run into any web browser compatibility problems? A number of my blog visitors have complained about my website not working correctly in Explorer but looks great in Chrome. Do you have any tips to help fix this problem?
Pretty section of content. I just stumbled upon your site and in accession capital to assert that I get actually enjoyed account your blog posts. Anyway I will be subscribing to your augment and even I achievement you access consistently fast.
After study a few of the blog posts on your website now, and I truly like your way of blogging. I bookmarked it to my bookmark website list and will be checking back soon. Pls check out my web site as well and let me know what you think.
https://film35.tistory.com/427