Abstract
International research illustrates some attributes of electro-mobility such as charging infrastructure and range which are crucial determinants of market development. Between 2017 and 2020 the number of battery electric vehicles in Germany has increased much more compared to the number of charging points. High preferences for these attributes in combination with insufficient infrastructure require further clarification to explain why the development of markets for electro-mobility in Germany during the last years is not as expected. This study aims to examine the willingness to pay for attributes of different types of electric vehicles and for car sharing in order to derive recommendations for marketing and policy. The representative study is based on a survey of 405 car users in Germany using a discrete choice experiment with the attributes price, power, running costs, bonus, range and availability of charging stations. 12 choice situations were presented to each respondent. A latent class model was used to analyze socio economic determinants of the willingness to pay for single attributes. The results confirm findings in the literature indicating low preferences for battery electric vehicles in general. Due to high shares of house owners in sub-urban regions this consumer group should be more focused in local sustainability concepts and marketing of battery electric vehicles and other alternative vehicles.
Highlights
Global markets for products and services for electro‐mobility are changing rapidly
This study aims to examine the willingness to pay for attributes of different types of electric vehicles and for car sharing in order to derive recommendations for marketing and policy
The representative study is based on a survey of 405 car users in Germany using a discrete choice experiment with the attributes price, power, running costs, bonus, range and availability of charging stations. 12 choice situations were presented to each respondent
Summary
Global markets for products and services for electro‐mobility are changing rapidly. The main drivers are new global, national, and local policies for the reduction of greenhouse gases as well as (EEA, 2018) changing mobility behavior of citizens, especially in cities (EEA, 2018). Germany is by far the biggest market in Europe for electric and plug‐in vehicles. In 2020 the European market for battery‐electric vehicle (BEV) and for plug‐in hybrid vehicle (PHEV) is with nearly 1.4 million cars the biggest worldwide followed by China. In Germany the market shares for BEV and PHEV are far behind the policy goals formulated in the master plan charging infrastructure of the federal government (Federal Government, 2020) and behind the public expectations. Achieving these goals requires adaption of business models for products and services to foster the uptake of electro‐mobility (McKinsey, 2016)
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