How can we expose more consumers to electric vehicles?

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There is a direct relationship between the time U.S. consumers spend with an electric vehicle (EV) and their desire to purchase one. On the other hand: over a third of American consumers I haven't had the chance to deal with an EV honestly and personally yet. It is clearly time to expose more consumers to electric vehicles to increase their visibility and the mass transition to electrification of transportation.

We, who are already immersed in the EV world, believe that it is the advantages of EVs that should attract new customers: daily driving costs, a quiet driving experience, reliable acceleration, low maintenance and the latest technology. All too often, customers resist electric vehicles due to high purchase prices, long refueling times, limited range, insufficient number of charging stations and high maintenance costs.

Today models of human behavior demonstrate the complex interplay between individual choice and complex and adaptive social, ecological and economic systems. Most research into consumer acceptance of electric vehicles fall into the following categories:

• Technical: acceleration, range, charging time
• Contextual: availability of charging points, impact on the environment, policy incentives
• Cost related: purchase and operating costs, resale value
• Socio-demographics: income, education, gender, age
• Social factors: norms, neighborhood effects
• EV experience: knowledge and familiarity

Adoption of electric vehicles certainly depends on all these variables, but the most important element, reason goes, depends on public acceptance that comes from knowledge and familiarity.

Our feelings tell us that, if we Expose more consumers to electric vehiclesthen more consumers will gain the exposure they need informed decisions about purchasing electric vehicles.

Various studies support the hypothesis that personal experiences with EVs leads to acceptance; People who are aware of charging infrastructure also tend to have higher acceptance of electric vehicles. For example, data from 2023 Consumer Reports questionnaire points to rapid growth in US areas where electric vehicles are already popular. You see it in your own environment: a student plugs in his EV to charge while he is in the local supermarket. A father picks up his children from football with his only car, an electric car. A family at a highway rest stop gets into their electric car and drives away quietly.

But what happens when potential EV consumers don't see EVs in their daily routines? EV sales are plummeting, that's something. Furthermore, the general population appears to have little awareness of the availability of EV charging points. Experience helps reduce distance anxiety.

How to do car showrooms contribute to the experience of a potential EV buyer? The combination of vehicle layout, lighting, fragrance and interior displays in sales showrooms creates an important EV interaction environment. Human factors also play a role here, because experiential values ​​are positively influenced by the environment. The emotions and social components arising from EV transactions can obviously be positively influenced by key interactions between salespeople and customers. Still too much Salespeople do not have sufficient EV knowledge and skills and expressing negativity about electric vehicles to potential customers.

Some people might say that salespeople in the EV industry are becoming obsolete anyway with the advent of online car shopping. While online purchases have proven relatively effective for TeslaMany customers have no desire to interact with an automotive company online, may not have the background to use an app to learn about a particular EV company's instructions, or may not spend much time reading messages on social media.

Expose more consumers, especially women, to electric vehicles

Advocacy groups currently offer the best opportunities as forums to introduce new consumers to electric vehicles. An example of such exposure is Erika Myers, the executive director of CharIn North America, an organization focused on standardizing charging infrastructure. Miners told NPR for Northern Colorado:

“I don't miss the gas station at all. I don't miss touching those grimy handles that are disgusting and never cleaned. I don't miss the fumes coming out of the gas station. I don't miss the time I had to spend filling my car or changing the oil. The EV has made my life infinitely better, and I will never go back.”

Myers has a blog called EV love which encourages women to buy electric vehicles. Despite making more than 80% of car purchasing decisions for their families, women are not convinced that all-electric transportation is the best choice.

Edmunds' data tells more of the story.

“U.S. auto sales data confirms that a gender gap exists in electric vehicle purchases, even as the segment grows in market share and popularity among consumers. In 2023 (through June), 67% of all EV buyers were men and 33% were women.”

It makes sense to change the way electric vehicles are marketed if half the population wants to be enticed to drive electric vehicles. According to research by Geotab Inc., a technology company that provides vehicle and asset tracking solutions, safety at public charging stations is a big factor among women considering an electric vehicle. In the US they discovered that:

• 43% of women surveyed are concerned about the safety of EV charging stations
• About 40% of women surveyed noted that the importance of accessible, well-lit charging stations in less remote areas would influence their decision to purchase an electric car
• 21% of women surveyed consider increased safety around charging stations as a factor that could influence their next car purchase

“The key message here in a global business is different markets, different goals, different technologies,” Simon Reader, director of engineering services at MAHLE Powertrain, explains. There is hope. Governments and utilities are encouraging convenience stores to host chargers, providing all drivers with amenities like bathrooms, food and Wi-Fi while they charge.

Final thoughts on the need to expose more consumers to electric vehicles

By neglecting political and collective behavior, which lies at the heart of the psychology of sustainability, the US is missing opportunities to expose more consumers to electric vehicles. The problem is part of a larger issue within the sustainability movement, as we are constantly looking for answers to the question: “How do we motivate individuals to consume more sustainably within the existing social structure?”

We need to consider alternative systems that address the problems with the transportation system that is currently failing us – such as reaching beyond the prevailing systems that have created barriers to electric vehicle adoption. We must use our social resources to address massive systemic changes around electric vehicles, starting at the local level and reaching out to our neighbors, asking a simple question: “Hey, do you want to take a ride in my electric car ?”