Improved user experience crucial for mass EV adoption, survey finds

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Over two-thirds of EV drivers (75%) have indicated that the driving experience and technology of EVs is a major reason for going electric, yet not all drivers are satisfied, a new survey by Shell Recharge has found.

Shell Recharge’s EV Driver Survey 2022 also found that 70% of drivers would choose a BEV over a hybrid due to the environmental benefits, and 55% for the cost benefits, but almost half of EV drivers want to see improved charge point availability.

The survey revealed that EV drivers believe their charging experience is currently suboptimal, demonstrated by a perceived lack of chargers and the inability to access those chargers.

According to EV-drivers, the most important driver for mass EV adoption would be improved battery range, followed by lower initial purchase costs of an EV and better charge point availability.

In addition, only a third of respondents said highway chargers are meeting the charging speeds they need, a figure that lowers to one-in-five for retail and hospitality locations.

Furthermore, over half of EV drivers now carry four or more cards to access public charging infrastructure, an increase of 21% from last year. Regardless of how many cards EV drivers currently use, interoperability is a major draw: overall, more than half of our respondents are willing to pay an additional amount for access to all charging infrastructure with just one card.

Lower total cost of ownership is also a key driver for EV adoption, the study found but over two-third (72%) of EV drivers expect mass adoption of EVs will lower purchasing and ownership costs.

Charging smart was also sited, with almost 60% of EV drivers believing that smart charging would be a good way to encourage more people to drive EVs. The survey revealed that almost one-third of drivers urgently want integration of EV charging with at-home renewables.

Melanie Lane, CEO of Shell Recharge Solutions Europe, said: “The industry needs to understand the challenges of EV drivers in order to facilitate mass adoption and that’s why the findings of our survey are critical. It’s clear that there is a growing passion for EVs, where drivers are motivated by technology, cost, and sustainability, but it’s also evident that the lack of a good user experience remains a key barrier to mass adoption.

“To continue momentum and encourage further EV adoption, these issues must be addressed. Drivers should feel they have access to sufficient charge points with a convenient, seamless and reliable charging experience. By focusing on improving the user experience, we are choosing to listen to drivers, and we are encouraging the industry to join us.”

The number-one reason given for going electric remained environmental impact, though this is down to 35% from 38% in last year’s survey.

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