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| Which way to EV sales? |
I have been talking to buyers and people considering the purchase of electric vehicles for seven years now in more than a dozen countries. Whilst each country and culture is unique, there is a common thread of concerns, misunderstandings and reasons-for-waiting. This is not a rigorous or research based list, but assuming availability, safety and reliability will soon be a given, here are my top 12 anecdotal drivers of EV sales growth:
- A rapid price rise at the pump of conventional fuel / evidence of supply limitations.
- A purchase price no more than 15% higher than a conventional vehicle equivalent / short term financial incentives
- Privileges such as driving in bus lanes and priority parking
- A powerfully communicated rational for lifetime cost and environmental benefits.
- Government signals committing support for EVs.
- Municipal commitment to a public charging infrastructure.
- Design aesthetics that stir the soul
- Removal of customer risk in case of battery failure and customer concern over range anxiety.
- Connected-car features that improve the customer experience.
- Choice of batteries offering different range options at different prices.
- Measurement and communication of dust-to-dirt carbon footprint advantage.
- Rapid customer support in a manner convenient to the customer.
