What automotive OEMS need to know about consumers and EVs

by Eric Cohen

Consumers are switching to electric vehicles but what's driving their decisions? What do they want when it comes to EV charging? And how do OEMs differentiate their brand - and models - from their competition? These questions were top of mind for attendees to our recent webinar where we discussed the facts from four consumer research studies and heard directly from real EV enthusiasts on how they feel about electric vehicles, pricing, and charging.

The big takeaway? Charging remains an impediment to EV purchase. So how do we make charging easier, safer, and more convenient?

Crossing the Chasm

Early adopters love their electric vehicles. The question is … when will the mainstream population join the EV revolution?

Whenever new technology becomes available, early adopters are willing to put up with a lot – issues, glitches, inconveniences -- that mainstream buyers will not. As we look to drive greater EV adoption, it’s important we understand the issues and barriers to EV adoption. With the help of third-party research companies, WiTricity quickly learned that one of the biggest challenges to EV adoption is charging – where, when, and how. How do we reduce the angst? By familiarizing people with the changed paradigm of EVs – they are fast, quiet, and fun to drive, and, for many people, offer charging overnight at home as an easy swap to the gas station chore.

EV Charging is an Impediment to Purchase

If you listen to the news or read the news feeds, it sounds like if you’re on the road driving an electric vehicle, your car will come to a dead stop, and you won’t be able to do anything. Many in the industry call this “range anxiety.” We like to think of it as “charger anxiety” as the plug is an impediment well beyond range. People forget to charge when they come home. They worry about chargers that are broken, stolen, or non-functioning. And they worry that someone else in their household will forget to charge.

So, when EV drivers are introduced to the notion of wireless charging, the likelihood to purchase an EV increases by up to 68% if wireless charging is available. Interestingly, the people who are least likely to purchase an EV are most impacted by that easier, hassle-free charging experience. [1]

What’s at the Top of the EV Options List

Digging deeper into the survey responses, we learned that not only do people want wireless charging, they want it more than other accessories, such as increased acceleration, upgraded interiors, improved stereo systems, etc. All of these items ranked well below wireless charging.

As more vehicles become available and as more options become available, it will become important for automakers to differentiate new EVs on the market. Luckily, they don’t have to look too far. Wireless charging is something people are looking for. And it’s SOP-ready. WiTricity has created a FastTrack program designed to help car manufacturers get to a testable, road-ready vehicle with a WiTricity Halo™ receiver installed, and a WiTricity Halo™ 11kW wireless charger to test with. All in just three months.

Stepping up to luxury buyers and vehicles – where new features tend to come first – drivers agree that wireless charging is something that should be there. Interestingly, survey results showed that wireless charging makes a luxury buyer prefer a vehicle with it over one that does not have it, and they will pay more for it. [2] Bottom line:

• 96% of luxury car owners are interested in wireless charging
• Nearly 90% of luxury car buyers will look to another brand if their preferred brand lacks wireless charging

Golf Carts, Low-Speed Vehicles, and Neighborhood Electric Vehicles

Golf cars and neighborhood electric vehicles (NEVs) are increasing in adoption across the sunbelt of the United States. They’re fun to drive, convenient, easy to park, and did I mention fun? Rather than drive an automobile, people are driving these vehicles nearly every day, 2-5 miles at a time, park them every night, and charge while parked at home. [3] They are certainly an important car alternative.

Helping Yourself While Helping the Grid

The old adage that anything that can go wireless, will go wireless is as true today as it’s always been. Whether electric cars, trucks, and buses or electric golf carts and neighborhood electric vehicles, wireless charging is what drivers want. It is charging that drivers don’t have to think about. And it’s charging that can support a resilient grid. With vehicle-to-grid technology built into cars, batteries, and chargers, vehicles can return energy to the grid. And with wireless charging, drivers (and utilities) don’t need to worry about whether a vehicle is plugged in. The availability of wireless charging means that, whenever parked, drivers’ vehicles can snack throughout the day and have a virtual limitless range while also always being able to return power to the grid.

As Elaine Borseth, President of the Electric Vehicle Association says, “Car manufacturers need to think about the ease of charging. People want convenience. That’s what our world revolves around.”

To watch the webinar:

https://witricity.com/media/videos/automotive-oems-need-to-know-about-consumers-and-evs

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[1] https://witricity.com/media/additional-resources/how-wireless-charging-transforms-the-ev-experience

[2] https://witricity.com/media/additional-resources/luxury-ev-buyers-demand-latest-technology

[3] https://witricity.com/media/additional-resources/consumers-prefer-nevs-with-wireless-charging