victorian electric vehicle trial mid-term report - Department of Transport

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4.2.5 What are the issuesand opportunities for electricvehicles in households?Electric vehicle technology, even asthe technology currently stands, holdsgreat promise for more widespreadadoption by households. Based uponthe results obtained, EVs are suitablefor drivers averaging up to around 50kilometres per day. For average dailydriving distances of 50-80 kilometres,alternate solutions would includeworkplace charging and/or PHEVs.Beyond this, HEVs and ICEVs wouldlikely be the best choice.However, the significant minority ofdrivers who did not accept the trialelectric vehicles as their everydaytransport choice indicates that thetechnology is not for everyone. This sitsalongside the much greater number ofpeople who simply aren’t aware of ordon’t know much about EVs.These observations have beencombined to form a conceptualmodel for electric vehicle take-upby households. Figure 23 shows thedifferent groupings of householdsaccording to where they sit againstthe key attributes of EV awareness,understanding and acceptance, andaverage daily driving distance. Eachhousehold grouping has been scaledto provide some indication of therelative size of this grouping. Thelargest grouping, the mainstreammarket, are potential EV adopterswho need to be made aware of, moreknowledgeable about and ultimatelymore accepting of the technology.Given that electric vehicles are a viabletransport option for a majority ofVictorian drivers, the clear obstacle totake-up is purchase price. Section 4.1.3provides a discussion on the potentialfor improvement in this area, howeversignificant change is required beforeEV technology becomes financiallyviable for the majority of households.Marketing of EVs to early-adoptersshould focus on technology anddriving pleasure/vehicle performance,backed up with messages relating tooperating costs and the environment.Interestingly, no difference wasobserved in the vehicle usebehaviours between early-adopterand mainstream market households.This suggests that these messagesmay remain effective through tomainstream market adoption, even ifthe emphasis should move towardscost savings.HIGHEarlyadoptersWorkplacechargersPHEVsAWARENESSUNDERSTANDING ANDACCEPTANCE OF EVsLOWMainstreammarketNon-EVdrivers< 50 km / day 50 – 80 km / dayAVERAGE DRIVING DISTANCEFigure 23. Conceptual model for electric vehicle take-up by households based upon trial results.
Experience from overseas suggeststhat non-financial measures can behighly effective in promoting consumeradoption of new vehicle technologies.In California single-occupant hybridvehicles were permitted to travel inhigh-occupancy vehicle (car-pooling)lanes from 2005 to 2011 (LA Times2011). Around 10,000 Clean Air Vehiclestickers were issued to cars that metstringent emissions and fuel efficiencystandards from 2005 to 2007 as part ofefforts to promote consumer uptake.In the year the program began, salesof hybrid vehicles increased from85,000 vehicles nationally to 207,000,and continued growing to 353,000 in2007 when the last sticker was handedout. Once the stickers stopped beinghanded out, hybrid vehicles with thesticker sold for more than $USD 1,000above comparable vehicles withoutthe sticker. Although the programhas sunset for hybrid vehicles, pluginvehicles are now eligible andbeing marketed by manufacturersaccordingly (Ford 2012).4.3 FLEET VEHICLE ROLL-OUT4.3.1 What fleets areinterested in electricvehicles and why?Government fleets, particularly localgovernment, are a key market forelectric vehicles. Motivations relateprimarily to environmental objectivesfor their fleet operations or fortheir organisation more generally.Private sector interest has arisenpredominantly through the electricitymarket, motivated by businessplanning and/or brand-building.A breakdown of the fleet participantsin the trial according to sectorindicates that government fleets area key market for electric vehicles,followed by the private sector – referto Figure 24. Further analysis ofthese segments indicates that localgovernment is the primary source ofinterest, representing nearly 30 percent of trial fleet participants overall.Within the private sector, participantsare most commonly sourced from theelectricity market, with three out offive being goods and service providerswithin this sector.Fleet interest in electric vehicles isstrongly motivated by environmentalcommitments relating to their fleetoperations. Figure 26 illustrates thisthrough the results of a survey ofattendees at EV-related workshopstargeted at fleet managers.Higher education 9%Private sector 38%Government 47%Not-for-profit 6%Figure 24. Sectoral breakdown of fleets participating in the Victorian Electric Vehicle Trial (n = 41).CREATING A MARKET 43
Page 1 and 2: CREATINGA MARKETVICTORIAN ELECTRICV
Page 3 and 4: Measures which reduce electriccar p
Page 5 and 6: 5.4 Public charging 815.4.1 How muc
Page 7 and 8: The trial is a $5 millioninitiative
Page 9 and 10: In 2012, Mitsubishi, Nissan,and Hol
Page 11 and 12: 2.4 HOW DOES ELECTRIC VEHICLECHARGI
Page 13 and 14: Meter, Switch orDistribution BoardD
Page 15 and 16: It has brought together allthe piec
Page 17 and 18: Commercial negotiations and astruct
Page 19 and 20: TECHNOLOGY ADOPTION CASE STUDYMOBIL
Page 21 and 22: RACV considers electricvehicles to
Page 23 and 24: What we need from you: The particip
Page 25 and 26: Information gained fromthe cars has
Page 27 and 28: Alongside differences in utilisatio
Page 29 and 30: Evidence suggests that while purcha
Page 31 and 32: This sort of functionality is expec
Page 33 and 34: 4.1.5 What about electriccommercial
Page 35 and 36: A clearly positive influence on peo
Page 37 and 38: Having to make these considerations
Page 39 and 40: Analysis of the vehicle monitoringd
Page 41: 4.2.4 How much does it costfor an a
Page 45 and 46: In terms of who drives the decision
Page 47 and 48: Despite this relative under-utilisa
Page 49 and 50: Within the traditional fleet assetm
Page 51 and 52: CORPORATE CHARGING NETWORK CASE STU
Page 53 and 54: Nearly 140 household, fleetand publ
Page 55 and 56: The trial charging infrastructure v
Page 57 and 58: Through these efforts, trial partic
Page 59 and 60: To support trip planning and rangem
Page 61 and 62: 5.2 HOME CHARGING5.2.1 How much doe
Page 63 and 64: The general process for the househo
Page 65 and 66: Although this outcome was a success
Page 67 and 68: The appeal of a financial incentive
Page 69 and 70: 5.2.5 What do households thinkof el
Page 71 and 72: It provides guidance on the allocat
Page 73 and 74: An example of this was theDepartmen
Page 75 and 76: Based upon the trial experience, th
Page 77 and 78: WORKPLACE CHARGING CASE STUDYVICTOR
Page 79 and 80: Workplace charging appears to be ak
Page 81 and 82: One scenario of particular interest
Page 83 and 84: Cost data obtained from various sit
Page 85 and 86: PUBLIC CHARGING CASE STUDYON-STREET
Page 87 and 88: Household participants were askedab
Page 89 and 90: The following quote supplied to the
Page 91 and 92: Despite these challenging figuresan
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According to theory (Lieberman andM
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The pushback by parking operatorsag
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There’s a lot to like aboutincrea
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The economic analysis hasexamined t
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Under a ‘mid-range’ scenario as
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6.1.3 What are the costs andbenefit
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6.2 ENVIRONMENTAL IMPACTS6.2.1 How
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Based upon the limited informationa
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6.3 SOCIAL IMPACTS6.3.1 How is comm
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A key challenge for many electricve
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The effectiveness ofthese initiativ
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The supplementary data andinteracti
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EV PROMOTION CASE STUDYELECTRIC CAR
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In addition to the EV School progra
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7.1.4 How has the local electricveh
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7.2 INSIGHTS7.2.1 How do we best te
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ISSUES ANDOPPORTUNITIESA significan
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Issue Classification Sections Oppor
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Issue Classification Sections Oppor
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Drawing upon the learnings acquired
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ACRONYMS,GLOSSARY ANDUNITS OF MEASU
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OPEC - Organisation of the Petroleu
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Actew AGL 2009, History of mobile p
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Ergon 2012, Pool pump connections,
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Smart Grid News 2012, Aussie firm u
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EntityChargingInfrastructureHostCha
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APPENDIX BEVS AND FLEETS 2012 PRACT
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APPENDIX CCHARGING OUTLET ATTRIBUTE
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Area Attribute DefinitionBilling /
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APPENDIX EEV CHARGING COURTESY SIGN
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