Learning from Consumers: Research on PHEV and EV Drivers. Dahlia Garas PHEV Research Center UC Davis, Institute of Transportation Studies

Transcription

1 Learning from Consumers: Research on PHEV and EV Drivers Dahlia Garas PHEV Research Center UC Davis, Institute of Transportation Studies

2 The car has played a multifaceted practical & symbolic role in our culture. Social - Class Self Space Identity Activity Consumer Sexuality Lifestyle Gender

3 Rusty Heffner s PhD on hybrid s as symbols Further from Fossil Fuel and Those Who Produce It Closer to Alternative Source of Power Idling in traffic as gross Lower Emissions Reduce Impact on Environment Fits Personal Values Electric Drive Stealth Mode Not Wasteful Oil companie s as market manipulat ors blood- Good for Lifestyle Preserving Commitment the Future (Mine suckers, and Kids ) warmakers Not Think differently Environment about life, how their Paying Oil lives impact Companie environment and s community Community Involvement Failing Democrac y Hybrid Prius More Efficient Use Less Gasoline So much is out of our control Control, Empowerment, Independence Seeking Independence Sending Message to Automaker s Insight Civic Hybrid Civic too subtle Obviously a Hybrid Latest Technology Techno-marvel Old technology as stupid; Whole other thing resisting Embracing Whole other innovations space as stupid New Smart Technology Different Technology lifestyle Prius as geek-a-rific Not a Performanc e Car Not About Image Technology Cachet SUVs as crazy status cars Not Selfish: New American Mentality

4 HEVs: New symbolic associations for automobiles Early hybrid buyers bought a piece of the future. a less-consumptive lifestyle. smart consumerism. participation in movements to produce clean air, lower oil consumption, less terror. symbolic & real fuel cost savings Later buyers (models) did not create new meanings Buyers attempted to attach the early meanings to later HEVs with widely varying success Some later HEVs attempted new meanings with little success

5 After a decade lots of Americans were uniformed about hybrids (2007) Hybrids are between 1.5% - 3% of new car sales. 33 models available, 3 PEV How are vehicles fueled? ~20% don t understand how either an HEV or PHEV is fueled. Less than 30% of Americans appear to understand that an HEV runs only on gasoline.

6 Car Culture is Flexible Past: Performance vehicles, Hp. Now: Innovative technology, Alternative vehicles, Functions, and gadgets, Socio-political motivations. Vehicles portray a lifestyle, priorities, an identity. Embody a character or personality.

7 What Affects Consumers Perceptions? Other consumers Information, particularly instant feedback Experience

8 We have been learning how the market develops primarily through social mechanisms. Mechanics Friends Co-workers Family Jonn Axsen PhD work

9 Results: Billy Woods Alter not contacted by Billy Social Proximity to Billy Stranger Casual Acquaint. 4 th Circle 3 rd Circle Coworkers XX XX XX XX Lower influence interaction Mod influence interaction Higher influence interaction Interviewed interaction Somewhat close tie Very close tie 2 nd Circle 1 st Circle Out-of-State Friends Former In-Laws Golf Buddies and Friends Girlfriend and Her Daughter Family Longtime Friends Billy Woods

10 Stories, storytellers, and their audiences Social interactions influence PHEV assessment Interactions are more than simple diffusion Negotiate values, introduce new ideas, translate meanings Shallower Showing off to girlfriend Deeper Learning about hydrogen cars from a stranger who owns an EV Polling coworkers motives Trying an environmental lifestyle

11 Interaction between vehicle and consumers Impressed by how energy feedback displays in vehicle can shape consumer knowledge & behavior Real-time MPG, CO2, kwh, costs Cumulative fuel, CO2, kwh, costs: minute, weekly, month, annual Setting goals and beating records Interaction with Charger Meaning of charging Information from charger Social feedback to consumers

12 We communicated with MINI E drivers using several methods over one year Online surveys In-person & phone interviews Driving diaries EV territory maps Data Collection Tool Sample Size UCD Survey 41 Vehicle History Survey 41 BMW Survey 72 End-of-Lease Survey 102 Driving Diary 24 Phone Interviews 54 In-person Interviews 39

13 The learning process includes adapting to limitations and exploring new opportunities.

14 Learning the MINI E range was about adaptation and exploration 81% of drivers wanted to expand their EV activity space (End-of-lease survey)

15 How long to access new systems of Drivetrain Accelerate from 0 to ~30mph 3 to 4 seconds. Turn evaluation of aggressive regenerative braking, i.e., one-pedal driving, from negative to positive 3 to 4 days. Recharging Sense of independence from oil, no trips to gas stations, stable electricity prices vs. fluctuating gasoline prices 3 to 4 weeks PEV benefits?

16 Developing new lifestyle sectors without seeing it coming

17 First, what does not happen?

18 What does happen?

19 Changing Values: If MINI E drivers ever had range anxiety, many now have range aspiration

20 MINI E drivers do not imagine this transition For the MINI E households, this transition occurred naturally from their changing knowledge and experiences. For other households, the story of the MINI E household is available as material for an imagined future.

21 Conclusions from MINI E Research Framework: A Learning Process (one year) Conclusions: Three emerging areas of value for BEV consumers: The Intersection of Clean and Fun Expanding Mastery of Energy Use Developing Their Electric Vehicle Territory

22 If you want more Advanced Vehicles Vehicles need: to have a distinct identity instruments to understand and measure daily, weekly, annual - gasoline, electricity, CO 2 Consumers need: clear explanation of technology variety of options to meet their performance and price needs strong incentives to buy advanced, efficient vehicles price signals to encourage desired charging behaviors Manufacturers need: to be rewarded for making & marketing efficient vehicles consistent way of expressing realistic fuel economy momentum methodical rollout of vehicles Government, Automaker & Utility cooperation and a plan for infrastructure

23 Thank you! For Reports and more info: phev.ucdavis.edu

24 PH&EV Center Research Teams Dr. Kurani Dr. Nesbitt Dr. Burke Dr. Nicholas & Dr. Tal Dr. Stillwater

25 PHEV Innovator Study (UCD, 2007) Drivers of Prius-Based PHEV Conversions Individual Owners as well as Employees from Utilities, Government Agencies, and Nonprofits Strong Preference for Longer All-Electric Range and Greater All-Electric Performance Many Participants Had Previous EV Experience Important Meaning in 100 MPG (Blended-Mode) Key Role of Fuel Economy Instrumentation Strong Inclination to Plug-in Whenever Possible Economic Calculations Uncommon Recharging Hard for Vehicles Lacking Home Base Some Frustration with Automakers PHEV Advocacy Can Get Ahead of Technology

26 Little History: UC Davis AFV consumer research : Light-duty diesel : CNG, LPG : EVs, NEVs, PHEVs : Fuel economy in LDVs : HEVs 2006-present: PHEVs (and alternatives) 1. Interviews with pioneers; 2. Survey of new car buyers I; 3. Household Experiments; 4. Survey of new car buyers II Hearing what automobiles and alternatives mean vocabulary Fuel economy and HEV vocabulary and stories about people and their cars studying cars as symbols Vocabulary, stories identity narratives, storytellers, and audiences

27 Household PHEV Consumer Research : PHEVs in UCD ZEV market study; Consumer Benefits of EVs and Plug-in HEVs, Report to EPRI : Interviews with PHEV pioneers : National Survey I : PHEV Household Experiment Funding and support > $2 million. California Air Resources Board AFIP; California Energy Commission PIER Program; American Automobile Association Northern CA, Nevada & Utah; Idaho National Laboratory July 2007 to Dec 2009 (or later ) Driving and recharging behavior; Narratives; Social Networks and Influence; Driver Feedback : National Survey II