October 2009 Issue #5

Driving in the green lane

Everyone is talking about electric vehicles as the driver for a greener future.

Thinkaboutit examines how design can improve the overall user experience surrounding the EV and act as a game-changing catalyst in this transport revolution.

Driving in the green lane

Sara Helweg-Larsen, Director of Communications at Better Place, explains what the EV future looks like

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.

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Buy a service, not a car

1508 developed a service centred EV subscriptions concept

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).

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Establish a public service

Switch Green is a public service minimizing economic insecurities for EV buyers

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).

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Legislate against fuel cars

According to Good Morning Technology progress happens through legislation

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).

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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.

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