ELECTRIC MOBILITY AND ITS POTENTIAL TARGET GROUPS

Transcription

1 ELECTRIC MOBILITY AND ITS POTENTIAL TARGET GROUPS Inga Luchmann 5th Congress of Active Mobility Gdansk, 11 th Sept. 2014

2 AGENDA 1. PTV at a Glance 2. Current Users Profile & Behaviour 3. Marketing & Promotion 4. Potential Future Target Groups

3 1. PTV at a Glance Page 3

4 FACTS AND FIGURES (FINANCIAL YEAR 12/13) BRANCHES MIO. EURO REVENUE STAFF WORLDWIDE EUROPE ASIA AUSTRALIA NORTH-/SOUTHAMERIKA Page 4

5 PTV GROUP PORTFOLIO Consulting & Research Transport Consulting Transport Policy & Research Software & Services TRAFFIC SOFTWARE LOGISTICS SOFTWARE Software Components Data & Content Topics of the Division Transport Policy & Research Urban Mobility (Megacities, Sharing-Systems) Mobility in a changing society (Public services in rural areas) Climate protection (Electric mobility, Energy-/Climate protection concepts) Civil security (Resilience of transport networks, Risk analyses) Transport Networks (Construction, operation and maintenance) Assessment procedures (Economic evaluation of transport systems) Page 5

6 RANGE OF PRODUCTS & SERVICES FOR E-MOBILITY Traffic analysis & Concepts for electric vehicles and charging infrastructure Tour planning tools, Routing & Navigation Developer components & Web services Regional, national, international Research Projects Page 6

7 RWE Effizienz 2. Current Users Profile & Behaviour Page 7

8 E-CAR OWNERS: PROFILE & BEHAVIOUR PRIVATE OWNERS 89% Male, 51 Years on average 2-4-person households, 50% in detached houses 70% fulltime employee, income above average Driving 43 km/day by BEV 90% private charging PROFESSIONAL OWNERS Mainly small- and medium-sized companies (up to 40 employees) 13% Public administration, 12% Construction industry 11% Energy supply business Driving 49 km/day by BEV 60% charging at business premises 30% charging on drivers ground 3111 respondents, 63% private users, 37% professional users Source: German Aerospace Center, International Transportation (66) 2/ Page 8

9 E-CAR: MOTIVATIONS FOR PURCHASE important unimportant As an electrican I care about my image. I wanted to try something new. INTEREST IN INNOVATIVE TECHNOLOGY REDUCTION OF THE ENVIRONMENTAL LOAD LOW ENERGY COST PER KILOMETER DRIVING PLEASURE LOW MAINTENANCE COSTS IMAGE POWER FROM OWN PRODUCTION FREE PUBLIC CHARGING INFRASTRUCTURE EXEMPTION FROM VEHICLE TAXATION FREE CHARGING AT WORK COST-FREE PARKING 8% 8% 11% 15% 19% 26% 26% 24% 29% 33% 41% 55% 52% 61% 59% 60% 68% 69% 80% 77% 88% 87% The huge benefits justify the high costs. 0% 20% 40% 60% 80% 100% I consciously avoid fossil fuels. Source: emerge, University of Siegen 2014 based on German Aerospace Center, International Transportation (66) 2/ Page 9

10 PEDELEC OWNERS: PROFILE & BEHAVIOUR PRIVATE OWNERS Men, 65+ years are overrepresented, but decreasing Employees and pensioners, gross income above average Market sector widens in terms of sale numbers, new designs, different cargo bikes New customer groups like cool urban users, mountain bikers Average daily distance 9,8 km (instead of 6,3 km standard bike) Average speed 24 km/h Source: Page 10

11 PEDELECS: MOTIVATIONS FOR USING GET TO WORK WITHOUT SWEATING SUSTAINABLE MEANS OF TRANSPORT CYCLE FASTER WITHOUT EXTRA EFFORT SPORTY EXERCISE 8% 10% 11% 17% MAKE IT EASIER TO CLIMB HILLS 29% CYCLE OVER LONGER DISTANCES MAKE CYCLING WITH HEADWIND EASIER 46% 52% CONVENTIONAL CYCLING IS/WILL BE TOO DIFFICULT 66% 0% 10% 20% 30% 40% 50% 60% 70% Source: Project Presto Promoting Cycling for Everyone as a daily transport mode Page 11

12 3. Marketing & Promotion Page 12

13 PROMOTING AN E-MOBILITY CULTURE Reach mass media RECOMMENDATIONS 1. Convince politicians to guarantee political support 2. Provision of information and test options 3. Campaigns should be accompanied by measures Affect opinion leaders attitude Measures 4. Involving partners might decrease costs and widens the adience 5. Promising times for campaigns are so-called life change moments 6. Marketing should be tailor-made, not one-size fits it all 7. Focus on solutions by using e-mobility, not products Page 13

14 POSSIBLE FOCUS POINTS OF MARKETING Technological advantages Average distance of trips are within the battery range Ease of use & Driving feel Budgetary advantages Low operational costs Monetary incentives like cost-free charging, lower taxation Environmental advantage Low noise and Greenhouse Gas emissions Esp. with high annual and limited daily kilometers Excellent Mobility Infrastructure Public charging infrastructure Well maintained cycling network, public theft-safe racks Page 14

15 4. Potential Future Target Groups Page 15

16 E-CAR USER GROUP: CITIZEN Long distance commuters (> 25 km) high annual kilometers low average age of cars economic motivation Professional high kilometers drivers (e.g. freelancers) high annual kilometers low average age of cars combination of private and professional trips economic motivation Other ecar Owners high household income, private charging opportunity status-oriented, sustainable lifestyle, technology-savvy adacemobility.wordpress.com Users of Private carpooling & CarSharing pragmatic choice of vehicle due to low annual kilometres economic and ecological reasons Source: emerge, PTV Page 16

17 PEDELEC USER GROUPS: CITIZEN SHOPPERS 6% SPORTY PEOPLE 7% PHYSICALLY IMPAIRED PEOPLE 11% PARENTS CARRYING CHILDREN AND BAGS 12% PEOPLE LIVING IN HILLY AREAS 13% LESS SPORTY PEOPLE 25% ELDERLY PEOPLE 33% COMMUTERS 61% E-bikeinfo.de 0% 10% 20% 30% 40% 50% 60% 70% Source: based on Roetynck 2010, De elektrische fiets als duurzame mobiliteit in steden, Brussels. Page 17

18 E-CAR USER GROUPS: TOURISTS & VISITORS Singles, Couples and Families Sporty tourists Elderly or disabled people E-bikeinfo.de Business people Reasons for Using: Individual travelling by e-car, e-scooter, pedelec or mountain bike Sight-seeing tours E-bikeinfo.de E-bikeinfo.de by pedelec, e-rickshaw, segway or seniormobile Use of taxis Koelle-mobil.de Source: PTV Page 18 E-bikeinfo.de

19 TYPES OF PROFESSIONAL BRANCHES Courier and Parcel-, Express-Services Firms with a huge and diverging vehicle fleet Dortmund Agentur focus.de Public authorities service vehicles Mobility providers Rental vehicle providers Bike-, carsharing providers Taxi companies E-Bikeinfo.de taxi-schlagzeilen.de E-bikeinfo.de Dortmund Agentur Dortmund Agentur Source: emerge, PTV Page 19

20 Marketing and Promotion of Electric Vehicles have to meet Values and Needs of the targeted Persons and Branches Page 20

21 Luchmann, Inga Project Manager Tel.: Fax.:

22 PRIORITIES OF DIFFERENT USER GROUPS Characteristics Technical savvy Environmentconscious Budgetconscious Safetyconscious Conservatives Costs o o Range ++ o Reliability o Electric power instead fuel o o o Renewable energy + ++ o o o Charging process with cable + ++ o - + Inductive charging o -- Comfort + o Design ++ o o + + Source: based on PwC, Fraunhofer LBF, FH FFM, Page 22

23 1. TARGET GROUP: CITIZEN Largest share of target group (esp. with used EV market) Growing environmental awareness Increasing number of cyclists, multimodals Rising cost of conventional car usage Importance Economic calculation Ecological advantage Benefits for health Technological savvy, curiousity Ease, Comfort and Image Reasons for Using Enabling Factors Limiting Factors adacemobility.wordpress.com Low operational costs Low GHG & noise emissions 85% of daily car-driven distances under 70km Cycling easier, faster, over longer distances Available alternative vehicle, garage High investment costs Limited range concerning cars Limited charging & parking infrastructure Higher risk of theft No private parking space Page 23

24 2. TARGET GROUP: BUSINESSES & INSTITUTIONS Commercial traffic: 10% of total traffic High annual kilometers driven (high ecological benefits) High share (60%) of new car registrations Quick market penetration, availability in used vehicle market Importance Economic calculation Sustainable and technical branches Image Reasons for Using Enabling Factors High annual, limited daily kilometers High inner city share of driving Predictable tours Trips within sensitive areas Monetary or regulatory incentives Limiting Factors High cargo load weight / volume High investment costs at present Need for alternative tour planning Need for recharging within a tour Page 24

25 3. TARGET GROUP: TOURISTS & VISITORS Growing importance of sustainable tourism Tourists are multipliers of the cities` image Offers can be used by residents as well First experience with e-mobility on holiday Importance Wish of being temporary mobile Sight-seeing Fun, sport and leisure activities Bad personal fitness / diseases Reasons for Using Dortmund Agentur Enabling Factors Limiting Factors Spontaneous mobility option Predictable tours Trips within natural sensitive areas Need of recharging within a tour Page 25