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Mixed messages could backfire
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Psychological leap still a barrier
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AA president adresses Transport & Energy Forum
The road to electrification in the UK has hit a crossroads,
according to the AA president addressing industry and local
authority delegates at the Transport & Energy Forum* at
Warrick University today (20 November).
Edmund King, AA president,
argues that TFL removing the full exemption for electric vans and
cars from the Congestion Charge in London and speculation about
the Chancellor announcing an EV ‘pay as you drive' scheme at the
Budget are sending out the wrong messages at the wrong time for
potential EV drivers.
Most drivers accept that that EVs can still cause congestion and
that users should fairly pay their way, but the timing of these
announcements has the potential of deterring many who are still
hesitant about going electric.
King says: “There is a certain irony that
on the one hand Government is offering electric car incentives of
up to £3,750 to encourage more drivers to buy small EVs, whilst
on the other hand are threatening to tax them per mile in three
years' time. The timing is just not right and the
government does not need to outline future EV taxation plans now.
“Likewise in London, we all know that thousands of vehicles will
cause congestion but the EV exemption from the Congestion Charge
has been a great catalyst particularly for high mileage vans to
go electric. Local and national Governments need to consider the
bigger picture which is crucial to cleaning up air quality and
reducing CO2.
“These mixed messages aren't helping and mean that the road to
electrification has hit a crossroads. On the positive side we
have more affordable models in the market with better range and
loaded with technology; more public chargers; and steps to
simplify cross-pavement charging. But on the negative side we
have incentives removed; new charges threatened; and still
considerable misinformation.”
AA UK EV Readiness Index:
The current AA Readiness Rating** stands at 47.5 out
of 100, indicating that while EVs are a viable and
attractive option for some, significant barriers remain for mass
adoption.
“Drivers tell us they're excited about going electric and they
love the tech, but they're also confused and cautious,” said
King. “Our Index shows that upfront costs
and charging access are still major concerns. Our polling also
suggests battery health and resale values are still issues for
some.”
Psychological and emotional barriers:
The presentation also concludes that many drivers are genuinely
deterred from making the switch due to psychological and
emotional barriers. Many are car dependent and like the comfort
blanket of having a car full of petrol outside the house in case
their children get ill. Others are emotionally tied to knowing
they can get to their ultimate long-distance destination on a
full tank of petrol/diesel but can't come to terms with the
thought of potentially having to charge up on route.
King says: “For many it is a great
psychological leap, and perhaps a leap of faith too far, to
transfer from their trusty ICE vehicle to the unknown territory
of all things electric. Whilst physical things like a better
charging network, more affordable cars, cross pavement charging
are being improved, the emotional barriers are in some ways more
difficult to overcome. The best way is to test and try. Test
drive an EV. Speak to neighbours about their experience. Don't
believe all the myths.”
Change resistance can be an issue in any walk of life and there
are different theories of ‘change management' to help from the
nudge theory to ADKAR which is an
acronym representing the five tangible outcomes needed to achieve
lasting change: awareness, desire, knowledge, ability, and
reinforcement.
King concludes: “Whilst nudging may help
some drivers to switch to electric when changing their car,
others probably need more awareness, knowledge, desire and
financial ability before crossing that line.”
