October 2009 Issue #5
Driving in the green lane
The pressing need to combat climate change has accelerated our search for greener transport solutions. With oil reserves depleting and our carbon footprint increasing, finding alternative concepts for automotive propulsion is essential.
The electric vehicle (EV) is being hailed worldwide as a vehicle that can move us towards this greener future. Due to its capacity to tap into sustainable energy resources, the EV has the potential to make commercial, technical and environmental sense. No wonder EVs drew crowds at Frankfurt Motor Show in September.
Revolution round the corner?
Ambitious plans abound. Britain, China, Denmark, Germany, Israel, Japan, Portugal and the USA and are amongst the many countries that have ambitious plans to roll out EVs to the people.
For example, Silicon Valley start-up Better Place signed a deal with Renault this summer to put 100,000 electric vehicles on the road in Israel and Denmark by 2016. In Portugal, 1,300 charging stations are due to appear by 2011, with 230 running by 2010 and 100 ready by the end of this year. In Berlin, 500 charging stations and 100 EVs are planned to hit the streets by the end of next year in a pay-as-you-go scheme.
And in China, car manufacturer BYD Auto plans to launch its first mass-produced EV by the end of this year in a bid to be the world-leader in EV production. China’s action could well be the tipping point that kick-starts the EV revolution once and for all.
Not without scepticism
But amidst all the hype, scepticism abounds. Not everyone is convinced that the EV should or can be a success. Some critics believe, for example, that it is more realistic and possibly even more environmentally friendly to optimise fuel engines or go hybrid instead of developing EVs.
Sceptics also point out that charging stations will cost a fortune to install and that the industry lacks standards for charging components and methods. Furthermore, there’s a long way to go before countries have enough renewable energy to power a nation of EV drivers.
Obstruction ahead
The whole thing is so new that people don’t know if they’re buying into the right solution. The general public are sceptical, confused, and reluctant to commit to the EV dream. People are worried about making a big investment in such an uncertain venture. They need serious convincing, if they’re to make the switch.
And little wonder. As it stands, the EV doesn’t offer a better value proposition than a combustion-engine car. The user experience is underdeveloped, the infrastructure non-existent or sparse and there is no guarantee on a return on investment. In short, the only reward for going electric is a cleaner conscience.
Car needs a service
This issue of Thinkaboutit describes service design concepts, which can play a decisive role in convincing consumers to go electric. By applying service design they aim to create a better value proposition and user experience as well as change behaviour on an individual and collective level.
The concepts were developed by three different Danish design agencies as part of a 24-hour design challenge for Dansk Design Center’s Smart Use of Energy exhibition, which opened late September. Although the concepts are designed with Denmark in mind – the country many believe will pioneer the EV – they can be adapted and applied to other contexts.
Same ...
As you can see in the cases below, the concepts differ in their key premise. Designit’s concept, for example, recommends that a public service company assumes citizens’ financial risk related to the purchase and maintenance of EVs. Good Morning Technology’s concept proposes a new law, which prohibits the sale of fuel-engine vehicles from 2015. And 1508’s concept introduces a new business model, which sees citizens buying an EV service rather than the car itself.
... but different
But common to all the cases is a series of similar recommendations ranging from infrastructural changes to service offerings. These common themes are described below.
Communication campaign
People need convincing to switch to the EV and the art of persuasion lies in communicating values. All three design agencies recognise that any future communication campaign surrounding the EV must operate on two levels: emotional and rational.
An emotional campaign tackles the general public’s conceptions and misconceptions about the EV and demonstrates how it can improve general living standards. A rational campaign communicates the facts about EVs, such as purchasing and running costs.
As a result, users commit with their hearts and minds, promoting a long-term and sustainable change in behaviour
Green advantages
Offering citizens incentives is crucial if they’re to switch. The three design agencies all suggested providing people with clear financial and service advantages, should they buy an electric car. The aim is to make the EV the winning car when it comes to driving, parking and charging. In other words, create an appealing value proposition for potential EV users.
Examples of incentives include VIP status allowing special access to parking spaces, charging stations and fast motorway lanes. Other examples are online information about the car’s battery status, availability at nearby charging stations and route planners that advise on charging facilities on the trip.
More mills!
Increasing renewable energy resources is of course an essential priority if the EV is to be a success. If we switched to EVs today, we’d almost certainly damage the environment because today most electricity is generated from fossil fuels rather than renewable energy.
The quest to create greener energy resources is further ahead in some countries than others. In Denmark, there is currently sufficient windmill capacity to power 450,000 cars with an annual driving need of 15 - 20,000 km. Only 700 more windmills are necessary to make EVs a viable option for Danes.
Erecting windmills along motorways is suggested by both Designit and Good Morning Technology. This allows for efficient energy use and creates a strong visual connection between the EV and renewable energy. And because motorways are often far away from residential areas, there is a reduced chance of ‘Not in My Backyard’ protests.
Three cases unveiled
Now you know how Designit, Good Morning Technology and 1508 displayed similar thinking in their challenge entries. Read the cases below to find out how the design agencies fundamentally differ in their approach to convincing people to switch to EVs.
More to think about
How to get started
Establish a public service
Legislate against fuel cars
Buy a service, not a car
1508’s concept revolves around one premise: people should buy a service, not the car itself.
Like Designit, they suggest establishing an independent entity that can assume the financial burden related to buying and owning an EV. The difference with 1508’s concept is that their independent entity is only partially government owned and citizens buy a service rather than a car.
1508 suggest establishing NemBil (easy car), an independent organisation that is 50% owned by the Danish state and 50% owned by private companies. Citizens merely have to choose the right subscription plan for them and NemBil takes care of insurance, repairs and other service offerings. To encourage uptake, NemBil offers a 14-day free trial.
Read the entire concept (PDF).
Establish a public service
Designit’s concept removes the financial insecurity connected with the purchase of an EV by establishing a public service agency called Switch Green. Today many people are reluctant to replace their current fuel-injected car with an EV because they see it as a large investment with high financial insecurity.
Switch Green owns and rents the batteries – the part that most quickly becomes outdated. As a result, the agency can guarantee the resale price of the batteries and ensure that they are technologically up to date. Switch Green assumes all risk -financial and otherwise. This secures minimal resale price and stabilises the electricity prices.
Of course, this requires true government commitment. But in the light of the current climate debate, governments are well aware that they need to take action to create a greener future.
Read the entire concept (PDF).
Legislate against fuel cars
Good Morning Technology’s concept could be perceived as somewhat radical. But as they say themselves: the approach has worked with safety belts, porn and smoking – so why not EVs?
They recommend introducing new legislation that prohibits the sale of fuel-powered vehicles (except for tractors) as of 1 January 2015. Failure to adhere to this new law will incur a fine or up to one year in prison.
Dictatorial? An infringement of personal liberties? However you might see it, Good Morning Technology believes legislation is the way forward. In their words: “it sets constraints and boundaries. But it also sets people free and inspires them to innovate and create results.”
Read the entire concept (PDF).
Road to EV success
1.
Communicate value
Misconceptions abound regarding the EV. Yet the potential savings – for the individual and the environment – are huge. These benefits need to be communicated consistently in a way that appeals not only to people’s minds, but also their hearts.
2.
Deliver value
The EV needs to offer a good value proposition if users are to switch. Infrastructure and in-car services must integrated and widespread, allowing people to drive for long distances and recharge quickly along the way.
3.
Secure green energy
EVs are worthless vehicles for a green revolution unless they’re powered by renewable energy. Countries need to increase their renewable energy resources – whether from wind, sun or water - before EVs can fulfil the green dream.