Close to 90% of respondents interested in purchasing an EV expect to buy one in the next five years (figure 1). To help you strengthen your EV strategies and support EV adoption in your territory, we compiled key findings from the 2020 E Source Electric Vehicle Residential Customer Survey. The study focused on five topics:
- Customers’ interest in all-electric vehicles
- Influences on customers’ EV purchase
- Customers’ barriers to EV purchase
- EV owners’ charging habits
- EV owners’ driving habits
Alleviating customers’ concerns about EVs
Potential EV customers still have many barriers to purchasing an EV (figure 2). To alleviate customers’ concerns, offer EV technologies and programs to meet your customers’ needs.
Our Technology Assessment Service can help you determine the EV products best suited for your service territory. For example, we found that customers who already own an EV are more likely to use Level 2 charging than Level 1. We can help you choose the right charging technologies and vendors to promote in your service territory. We can also help you target exact locations to install Level 2 charging stations. Contact us to learn more.
After determining the best technologies for your territory, our Distributed Energy Resource Strategy Service can help you design and implement EV programs.
Addressing cost concerns. Fifty-nine percent of respondents who are concerned about EV costs want information on the up-front and maintenance costs of an all-electric vehicle. Provide an online calculator or vehicle comparison chart to help customers understand the costs of owning or leasing an EV.
Educating customers about the technology. Consider hosting ride-and-drive events and offering rebate and education programs with local dealerships. These events and programs can help customers understand the technology.
Relieving range anxiety. To reduce customers’ worries about EVs running out of charge, you could expand your charging network to include multifamily buildings, parks, and grocery stores.
Creating a seamless customer experience
While EV adoption is in its early stages, focus on creating a great prepurchase experience and motivating customers to adopt EVs. Customer experience leaders at utilities should work closely with marketing and communications teams to raise awareness and encourage customers to buy EVs.
Because customers are looking online for information, your website is a key opportunity to deliver this information to them and position yourself as a trusted EV expert (figure 3). Find ways to personalize the website experience for customers and lead them to ride-and-drive events.
Figure 3: Top six ways potential EV buyers interact with EVs
|Interactions with all-electric vehicles||Percentage of respondents|
|Base: US and Canadian respondents who are considering purchasing or leasing an all-electric vehicle, n = 3,965. Question S1_18a: Please select all of the statements that apply to you and your interactions with all-electric vehicles. Select all that apply. © E Source (2020 Electric Vehicle Residential Customer Survey)|
|Searched online for information about all-electric vehicles||46|
|Watched a commercial, ad, television program, or online video about all-electric vehicles||41|
|Talked a coworker, friend, or family member who has an all-electric vehicle||36|
|Read a book or news article about all-electric vehicles||34|
|Researched charging technologies for all-electric vehicles||29|
|Looked up the location of public chargers near me||27|
To learn more about how to educate and encourage customers to purchase an EV, check out our Customer Experience Strategy Service.
How to find more research on EV technologies, programs, and customer experience efforts
Whether you’re just starting to develop EV initiatives or you want to improve your existing efforts, E Source is here to help. If you’re an E Source member and would like to see more examples of our EV research, visit our Electric vehicle resource center. If you aren’t an E Source member, contact us to learn more about our Technology Assessment Service, Distributed Energy Resource Strategy Service, and Customer Experience Strategy Service.
To learn more about our findings from the Electric Vehicle Residential Customer Survey, contact us.