Is the mileage travel experience different for electric vehicle owners? That’s the question answered in a report published by the Experience Per Mile (EPM) Advisory Council. The role of this EPM Advisory Council is to envision a more consumer-centric driving experience, laying the foundation for positive and successful experiences for the future.
Harman and SBD Automotive, in collaboration with industry partners and stakeholders, participate in the dialogue between the industry and the media through the newly formed Experiences per Mile Advisory Board. The purpose of this council is to align automakers, tier-one suppliers, third-party vendors, and other industry leaders, and foster collaborations in the automotive industry.
To discuss electric vehicles, the working group relied on two fundamental assumptions. The first is that the adoption of electric vehicles will proliferate, and the second is that the charging infrastructure will catch up and meet the level of demand.
Traditional automakers get involved
Globally, high-end sectors have grown rapidly and OEMs are targeting less price-sensitive customers. Major automakers are feeling the pressure from pioneers like Tesla, according to the report. Traditional automakers are also looking to increase their control over the electric vehicle value chain, focusing on key components like batteries.
According to LMC Automotive, the expected global electric vehicle market share in 2021, or 2%, is expected to increase to 4% by 2030. The report highlights the complexity of the electric vehicle value chain, including integration into the market. Considerations for components at the end of its useful life and governmental entities. Governments are intervening around the world to support regional emissions targets through a number of legislative approaches.
The report notes that in the United States, New York, like California, is about to enact a ban on the sale of internal combustion engine vehicles that requires all new passenger vehicle sales to be emission-free by 2035. This The move is in line with the UK ban, which was pushed forward from 2040 to 2035, and the UK-wide ban on internal combustion engines in the European Union, recently announced by the European Commission, which aims to ensure that “Nearly 100%” of the cars on the road by 2050 will not produce tailpipe emissions.
Consumers are ready
In addition to government action, EV adoption is supported by key factors such as environmental impact, consumer perception, and total cost of ownership. Globally, 77% of consumers would consider purchasing an electric vehicle. In China, the willingness to buy an electric vehicle is 93%, in Europe 76% and in the United States 60%.
The owners of these cars have different motivations to buy in different parts of the world. Five main reasons can be cited: environmental impact, the decline of gasoline / diesel cars, lower maintenance costs, lower running costs, and the range of new technologies that electric cars have on the market. The environmental impact of direct and indirect emissions has become a central point in the fight against climate change and the transport industry strives to reduce its 29% share of greenhouse gas emissions (agriculture 10%, commercial and residential sector 13%, industry 23%, electricity 25% and transportation 29% – the largest contributor to gas emissions).
The environment and cost are the pillars of the adoption of electric vehicles. The report notes that “many OEMs and suppliers are beginning to set carbon neutral manufacturing targets and mitigate organizational impact through downward pressure and process innovation. Accountability and public reporting will continue to influence consumer perceptions and many companies are beginning to publish life cycle analyzes and carbon footprint assessments on an annual basis. “
What are the advantages of having an electric vehicle?
The perception of the electric vehicle by the owner of an internal combustion engine tends to favor environmental benefits and lower noise level, while consumers who have already opted for an electric vehicle are more likely to identify the on-board technology , performance and running costs. as main benefits.
The report also notes that the trip to an electric vehicle varies depending on the region where you are. For example, 47% of current electric vehicle owners in Europe have owned a hybrid vehicle before their electric vehicle, compared to just 30% in the United States and 16% in China. This means that while hybrids are a “gateway product” for European consumers, Chinese incentive programs are helping internal combustion engine vehicle consumers to switch directly to electric vehicles.
And the obstacles?
Charging infrastructure requires continuous development both in terms of physical availability and overall user experience, while range remains a top concern expressed by consumers considering purchasing an electric vehicle. The top 10 barriers to buying electric vehicles changed slightly between 2019 and 2021. Over the past two years, the top 10 barriers to adoption have remained relatively constant, although the main differences include perceived performance issues. departure and growing concerns about loading time and service and maintenance costs.
The main obstacle for all consumers is the lack of charging points. Progress has been made in infrastructure development, with only one in five EV owners saying that charging infrastructure is a barrier. However, the lack of infrastructure, real or perceived, remains a major obstacle to owning such a vehicle, as the data from this consumer survey shows. According to the report, Tesla leads the way when it comes to battery range and size, reducing consumer concerns about EV adoption. About two-thirds of American electric vehicles fail to meet consumer expectations.
Charging time is another key hurdle that cannot be solved in isolation. Therefore, it is necessary to plan and take more time when undertaking a long-distance trip. This means that long-distance trips in electric vehicles require more planning and time. Traveling long distances in electric vehicles can take more than 20% more time to integrate the charge and can also be more expensive if only high-power charging stations are used along the route.
The report also identifies cybersecurity threats as an area of focus. The report highlights the expected improvement in experiences with wireless technology (OTA). “As OTA (Over-the-Air) updates and software-defined vehicles continue to advance complexity and function-centric design, new pathways are being mapped to deliver new and evolving vehicle experiences.
The electrical experience is not limited to batteries.
There are many parts to the cycle of electric vehicle ownership. The report highlights the need for a prospective owner to have more online assets and dealer training that goes beyond the traditional car buying experience. For example, public and private charging experiences are completely new to most consumers. I own an electric vehicle and all my charging experiences have been carried out at home, in my garage. Luckily for me, I don’t take long trips, so I can charge my car when I’m at home, without having to worry about range or charging time.
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