Abstract

Consumer education regarding the costs of electric vehicles (EVs), particularly in comparison with similar gasoline vehicles, is important for adoption. However, the complexity of comparing gasoline and electricity prices, and balancing long-term return-on-investment from fuel and maintenance savings with purchase premiums for EVs, makes it difficult for consumers to assess potential economic advantages. Online vehicle cost calculators (VCCs) may help consumers navigate this complexity by providing tailored estimates of different types of vehicles costs for users and enabling comparisons across multiple vehicles. However, VCCs range widely and there has been virtually no behavioral research to identify functionalities and features that determine their usefulness in engaging and educating consumers and promoting EV adoption. This research draws on a behavioral theory, systematic review of available VCCs, and user research with three VCCs to articulate design recommendations for effective VCCs.View the NCST Project Webpage

Abstract

We present the results from a choice experiment conducted across Denmark Finland, Iceland, Norway and Sweden focusing on electric vehicles and vehicle-to-grid technology. The survey involved the entire Nordic region and had >4000 respondents choosing between two versions of electric vehicles (some including vehicle-to-grid capability) as well as their preferred gasoline vehicle. We analyzed the data using a mixed logit model and present the willingness to pay for driving range, acceleration, recharging time, fuel source, and vehicle-to-grid capability. In addition, due to the cross-national nature of our data, we also present willingness-to-pay comparisons between the five Nordic countries. We find that certain attributes, like driving range and recharging time, are substantially higher than previous estimates, whereas others, like acceleration are lower. In addition, we find that some attributes vary across the five countries (such as driving range), whereas other attributes remain constant. Finally, we find that vehicle-to-grid capability, divorced of onerous contracts, is significantly positive, but only for some countries, whereas in other countries it has no value, implying greater education and awareness of vehicle-to-grid is necessary if it is to accelerate electric vehicle adoption.