Africa Munyama, 2CV Rhona Munck, tfl Reshma McGill, tfl

1. Electric Vehicles – the drive of the future?
Presented by 2CV and Transport for London (TfL)
Exploring perceptions, motivations and barriers

2. 2
On an average day in London, there are…

3. 3
The population in London is set to drastically grow, which inevitably
has implications for the transport networks

4. 4
Most journeys are made by road each year, which has big
environmental implications

5. 5
London needs to reduce emissions from transport to tackle climate
change, reduce health impacts and avoid fines
• 60% reduction in CO2 over 1990 baseline (= c.47% reduction in
transport emissions)
• Compliance with legal limits for Nitrogen Dioxide (NO2)
• Further drive down particulate matter (PM10 and PM2.5)
5
“I have been elected with a clear
mandate to clean up London’s air
– our biggest environmental
challenge”

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ElectricVehicles (EVs) present an ultra low emission alternative to
combustion engines and are an important part of London’s vision for a
sustainable transport system
~6,500 ultra low emission vehicles* are
registered in London (end 2015)
We want to achieve a step change in EV uptake
which could see 100,000 EVs on London’s
streets by 2025
• By 2013, we had installed1,400
charge points through the Source
London network
• TfL is now investing in new rapid and
on-street residential charge points
• At the same time we are
undertaking research to understand
what our potential EV drivers need
to switch
*EVs, plug-in hybrids and hydrogen fuel cell EVs

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This research is vital in helping us to understand how to reach potential electric
vehicle drivers and develop effective policy e.g.
New licencing requirements for zero emission
capable taxis and private hire vehicles More charge points on-street through new Go
Ultra Low delivery partnership with London
Boroughs
Supporting
innovation
through
Mayor’s Air
Quality
Fund
Using TfL’s influence
to get more EVs on
street to increase
visibility, demystify
and normalise
Securing
government and
private sector
investment to
provide a better
charging experience
Supporting
EVs in car
clubs so
more
Londoners
can try
them
150 rapid
charge
points in
2018
LoCITY
programme
to help the
freight
industry
adopt
ULEVs

8. 8
2CV conducted research on behalf of TfL to look into perceptions, motivations
and barriers to driving EVs in London
QUAL QUANT
Bright spot interviews
Expert interviews
Focus groups
Online survey
- London rep
- Elderly drivers
- Disabled drivers
(n=445)

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Londoners’ top priorities when buying a car…
PRICE
RELIABILITY
FUEL
EFFIENCY
COMFORT
RUNNING
COSTS
On average
customer have
17 priorities

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And Londoners’ perceptions of Electric Vehicles…
SLOW
QUIET
RANGE
CHARGE
EXPENSIVE

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When making direct comparisons to petrol and diesel cars, EVs are seen as…
“More innovative”
“More techy”
“Modern”
“Green”
“Economical”
“Less trusted”
“Less reliable”
“More expensive”
“Less sleek”
“Inconvenient”
“Niche”

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There is therefore some misalignment between what people ‘want’ from a car,
and perceptions of Electric Vehicles…
PRICE RELIABILITY FUEL EFFIENCY COMFORT
EXPENSIVE LESS RELIABLE SHORT RANGE LESS SLEEK
PRIORITIES
FOR A CAR…
ELECTRIC VEHICLES
ARE SEEN AS…

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As a result, likelihood to consider an EV if buying a new vehicle is relatively low…
22%
33%
45%
Likely
(7-10)
Middle
(4-6)
Unlikely
(0-3)
How likely do you think you would
be to consider an Electric or Plug-In
hybrid vehicle when purchasing
your next vehicle?

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Misconceptions are driven by a lack of understanding of Electric Vehicles
How do
they work? Which
manufacturers?
How and
where to
charge?
How much do
they cost to buy,
and to run?
Is there a
2nd hand
market?
What’s the
range and
battery life?

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Giving Londoners information about EVs, and taking them on test drives
reassures and increase consideration of this type of vehicle
It feels like a
normal car!

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After reading up on EVs, propensity to consider buying an EV is much higher –
although still a fifth of people are uncertain
40%
40%
20%
Yes
– increases
likelihood
No
– does not
increase
likelihood
Don’t
know
Does knowing any of these
facts increase your likelihood
of buying an Electric or Plug-
In hybrid vehicle?

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But, not all Londoners want to be the guinea pigs and concerns do persist…
No
vehicle
tax
Lower
driving
costs
No
congestion
charge
Environmentally
friendly
Plug-in
car
grant
Aren’t
enough
charging
points
Inconvenient
to charge
Take too
long to
charge
Battery life
seems
short
The
price of
the car

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Londoners want to see other people using EVs first – information from car
dealerships, manufactures and government departments could allay concerns
Appealing to the innovators and early adopters will increase
presence of EVs on the road in London, which in turn will
reassure the Early Majority and Late Majority.
Londoners welcome information from…

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The future of EVs is promising, but driving (and charging) this type of a car needs
to be normalised - many see hybrids as a happy middle ground but may convert
Demystify
EVs Remove the
‘risk’
Develop the EV
infrastructure
Normalise
EVs

20. Thank you