Driver Acceptance of New Technology by Michael A. Regan & Tim Horberry & Alan Stevens

Author:Michael A. Regan & Tim Horberry & Alan Stevens
Language: eng
Format: epub
Publisher: Ashgate Publishing Company
Published: 2014-04-13T04:00:00+00:00

User Motivations and Expectations

The high number of applicants (500–3,500 per country per phase) providing information about their background, allows a valid representation of the EV early adopter profile: typical applicants were male (approximately 80 per cent), around 40 years old (except for China: mean age 33), and well educated with above-average income and high self-reported affinity for new technology.

The most important motivation for participation was to experience a new clean and sustainable technology. Both factors were equally important. This tight combination of motivational influences is best reflected in the term ‘sustainability meets technology’. Especially in the United States it was also important to gain independence from petroleum and to focus on the reduction of local emissions. Details on the US customers’ motivations are described in Turrentine et al. (2011).

Before actually driving the MINI E, the majority of users expected to be constrained by the range and the missing cargo and back-seat passenger space. Between 19–60 per cent of users assumed that they would have to adapt their mobility behaviour. However, they were largely convinced that they were able to satisfy their daily mobility needs (between 88–100 per cent agreement rates).

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