Abstract
The success of EVs in the marketplace will highly depend on the end-user acceptance. Insero E-Mobility has examined the user acceptance of EVs through a living lab study, where 80 Danish families used EVs for a period of 8-10 weeks as their only car. The study included a general test and identification of problems faced during usage as well as positive features of the EVs. Fleet potentials were additionally investigated with two trials in departments in Danish municipalities for 14 days. The living lab approach was used to reveal actual and latent needs as well as to facilitate innovation processes with the purpose of rendering input for product and business model development that will increase chance of end-user acceptance of EVs in the future. Long term public user trials has also in the case of the Danish EV Living Lab proven to provide comprehensive and rich amount of information on end customer needs and perceptions that can be used to define value across a range of attributes considered in vehicle purchasing decisions. Key conclusions are that 90% of families found that an EV could fulfil their demands but that range is an important issue even though it is mostly a psychological barrier. For fleets the EVs make sense to an extent depending on the predictability of driving behaviour and available infrastructure.
Highlights
Denmark is an obvious EV country for a number of reasons
In order to test the attractiveness of EVs for end-users an EV Living Lab was established in 2009, including 80 test families and two fleet studies
The EV living lab tested whether EVs can meet the demands of todays’ family
Summary
Denmark is an obvious EV country for a number of reasons. Already today there is a high degree of renewable energy in the country’s energy generation and ambitious goals have been politically decided for the future: 50% of electricity should by 2020 come from wind turbines alone and by 2050 the country should be independent of fossil fuels. ; private operators, Clever and former Better Place, have heavily invested in charging infrastructure which makes it possible to travel country-wide in EVs. But one thing is what makes sense for politicians and environmentalists. One thing is what makes sense for politicians and environmentalists Another thing is the end users who will decide whether to adopt EVs or not. In order to test the attractiveness of EVs for end-users an EV Living Lab was established in 2009, including 80 test families and two fleet studies. Effective and valuable for testing products and to drive product and business model innovation for the future in order to find ways to make EVs attractive to end customers
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