Drivers positively charged about electric cars: Consumer range anxiety about electric cars is a myth and motorists are largely positive about electric cars, new research suggests.

November 8th, 2012 § Comments Off on Drivers positively charged about electric cars: Consumer range anxiety about electric cars is a myth and motorists are largely positive about electric cars, new research suggests. § permalink

Consumer range anxiety about electric cars is a myth and motorists are largely positive about electric cars, new research suggests.

Given the chance, drivers quickly get over any anxiety or concerns they have about batterypower cars, with many motorists who have driven them found to prefer them to conventional models, according to a study by the London Metropolitan University.

Nissan LEAF in red

A trial of 340 motorists taking part three-month trial of electric cars revealed just how quickly drivers adapt to electric cars.

Dr Louise Bunce, Lecturer in Psychology at London Met, who led the research, said: “Despite initial skepticism, drivers quickly adapted to the vehicles and were extremely positive about aspects of its performance, including its acceleration and speed,” Dr Bunce said.

“Drivers soon discovered that recharging their vehicle was more convenient than having to stop en-route to refuel at a petrol station. Not to mention, it costs around a mere £2 to go 100 miles.

“There are zero tail-pipe emissions for the health-conscious and people felt environmentally and socially responsible while at the wheel.”

London Met Consumer Psychologist Dr Dimitrios Tsivrikos is now heading a new research project into how best to change the consumer mind-set on electric cars, to encourage uptake based on these encouraging findings.

“We want to look at the psychology and advertising techniques behind this industry and re-educate people,” he said.

“The research shows that many believe electric cars to be a legitimate, affordable and convenient option for daily transport. With the government providing incentives to buy, like not having to pay road tax, sales should be strong.

“So few people in the UK have taken up the Government’s £5000 grant to help buy these cars; this means marketers need to reposition electric vehicles to consumers.”

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