Variety, affordability key for future consumer EV adoption

Cristopher Centers

“Obviously,” she said, battery cost and vehicle affordability in mainstream segments are going to be key to seeing that level of EV adoption. “It depends on who your buyer is— sometimes cost is important and sometimes it’s not,” Dovorany added. For about 10 percent of respondents to Escalent’s survey, a […]

“Obviously,” she said, battery cost and vehicle affordability in mainstream segments are going to be key to seeing that level of EV adoption.

“It depends on who your buyer is— sometimes cost is important and sometimes it’s not,” Dovorany added.

For about 10 percent of respondents to Escalent’s survey, a plug-in hybrid was considered a “logical step” for those interested in electrification but not ready for a full-electric vehicle, Dovorany said. “And there’s a really substantial amount that really just don’t know enough to make a decision.”

Cost and profitability of charging infrastructure are also key to reaching the scale of EV adoption necessary to reduce carbon emissions, Gross said.

“Every utility [company] should be engaged and investing in what’s needed for this transformation of transportation,” she said. “But alone, utilities can’t do it. We’ve got to find a way to get rid of some of the cost barriers that make it not profitable for private investment to get into these markets.”

Gross said debates over short-term issues are wasting time for utility developers looking to invest. Policies and awareness campaigns could help speed up the public education and eventual adoption of new technologies, she added.

Demographically, higher-income and younger EV enthusiasts tend to be influential, Dovorany said, and they play a role in heightening emotion or excitement over the future of electric mobility.

“There’s messaging that can happen that isn’t just talking about how an EV is less bad than a gasoline vehicle, but how it’s exciting in ways that people might not even think about,” Dovorany said. “Be more creative with your thinking. Understand that this is, at its core, an emotional purchase on some level for almost every consumer. If you can understand that, it will bring things up and allow things to be accomplished more successfully.”

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