Abstract
Research that addresses policy measures to increase the adoption of electric vehicles (EVs) has discussed government regulations such as California’s Zero Emission Vehicle (ZEV) or penalties on petroleum-based fuels. Relatively few articles have addressed policy measures designed to increase the adoption of EVs by incentives to influence car buyers’ voluntary behavior. This article examines the effects of such policy measures. Two of these attributes are monetary measures, two others are traffic regulations, and the other three are related to investments in charging infrastructure. Consumer preferences were assessed using a choice-based conjoint analysis on an individual basis by applying the hierarchical Bayes method. In addition, the Kano method was used to elicit consumer satisfaction. This not only enabled the identification of preferences but also why preferences were based on either features that were “must-haves” or on attributes that were not expected but were highly attractive and, thus, led to high satisfaction. The results of surveys conducted in 20 countries in 5 continents showed that the installation of a charging network on freeways is an absolute necessity. This was completely independent from the average mileage driven per day. High cash grants were appreciated as attractive; however, combinations of lower grants with charging facilities resulted in similar preference shares in market simulations for each country. The results may serve as initial guidance for policymakers and practitioners in improving their incentive programs for electric mobility.
Highlights
IntroductionLiterature addressing electric mobility has primarily considered two aspects: technical issues like the optimal range of electric vehicles (EVs; Franke and Krems, 2013; Lin, 2014) or charging infrastructure (Flath et al, 2014), and marketing questions like acceptance of EVs and predictions for EV sales (Bunce et al, 2014; Carley et al, 2013; Egbue and Long, 2012; Gnann et al, 2015; Kieckhäfer et al, 2014; Lieven et al, 2011; Plötz et al, 2014; Skippon, 2014)
Governments could implement repressive regulations such as California’s Zero Emission Vehicle (ZEV) program that requires auto manufacturers to produce a certain percentage of zero emission vehicles (Green et al, 2014)
Penalties could be placed on petroleum-based fuels, or taxes could be imposed on implementing a price floor to prevent the decline of petroleum price beyond a certain level (National Research Council, 2013)
Summary
Literature addressing electric mobility has primarily considered two aspects: technical issues like the optimal range of electric vehicles (EVs; Franke and Krems, 2013; Lin, 2014) or charging infrastructure (Flath et al, 2014), and marketing questions like acceptance of EVs and predictions for EV sales (Bunce et al, 2014; Carley et al, 2013; Egbue and Long, 2012; Gnann et al, 2015; Kieckhäfer et al, 2014; Lieven et al, 2011; Plötz et al, 2014; Skippon, 2014). Other research studies have addressed policy measures designed to reduce greenhouse gas (GHG) emission and promote the acceptance of EVs. Policymakers are interested in the promotion of alternative fuel vehicles to reduce the GHG emission. Governments could implement repressive regulations such as California’s Zero Emission Vehicle (ZEV) program that requires auto manufacturers to produce a certain percentage of zero emission vehicles (Green et al, 2014). Penalties could be placed on petroleum-based fuels, or taxes could be imposed on implementing a price floor to prevent the decline of petroleum price beyond a certain level (National Research Council, 2013)
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