The road to electrification in the UK has hit a crossroads, according to the AA president addressing industry and local authority delegates at the Transport + Energy Forum at Warwick University today (20 November).
Edmund King, AA president, argued that Transport for London (TfL) removing the full exemption for electric vans and cars from the Congestion Charge in London and speculation about the Chancellor announcing an EV ‘pay as you drive’ scheme at the Budget are sending out the wrong messages at the wrong time for potential EV drivers.
Most drivers accept that that EVs can still cause congestion and that users should fairly pay their way, but the timing of these announcements has the potential of deterring many who are still hesitant about going electric.
King said:
“There is a certain irony that on the one hand Government is offering electric car incentives of up to £3,750 to encourage more drivers to buy small EVs, whilst on the other hand are threatening to tax them per mile in three years’ time. The timing is just not right and the government does not need to outline future EV taxation plans now.
“Likewise in London, we all know that thousands of vehicles will cause congestion but the EV exemption from the Congestion Charge has been a great catalyst particularly for high mileage vans to go electric. Local and national Governments need to consider the bigger picture which is crucial to cleaning up air quality and reducing CO2.
“These mixed messages aren’t helping and mean that the road to electrification has hit a crossroads. On the positive side we have more affordable models in the market with better range and loaded with technology; more public chargers; and steps to simplify cross-pavement charging. But on the negative side we have incentives removed; new charges threatened; and still considerable misinformation.”
It comes as the current AA Readiness Rating stands at 47.5 out of 100, indicating that while EVs are a viable and attractive option for some, significant barriers remain for mass adoption.
King continued:
“Drivers tell us they’re excited about going electric and they love the tech, but they’re also confused and cautious. Our Index shows that upfront costs and charging access are still major concerns. Our polling also suggests battery health and resale values are still issues for some.”
The presentation also concludes that many drivers are genuinely deterred from making the switch due to psychological and emotional barriers.
Many are car dependent and like the comfort blanket of having a car full of petrol outside the house in case their children get ill. Others are emotionally tied to knowing they can get to their ultimate long-distance destination on a full tank of petrol/diesel but can’t come to terms with the thought of potentially having to charge up on route.
King added:
“For many it is a great psychological leap, and perhaps a leap of faith too far, to transfer from their trusty ICE vehicle to the unknown territory of all things electric.
“Whilst physical things like a better charging network, more affordable cars, cross pavement charging are being improved, the emotional barriers are in some ways more difficult to overcome. The best way is to test and try. Test drive an EV. Speak to neighbours about their experience. Don’t believe all the myths.”
Change resistance can be an issue in any walk of life and there are different theories of ‘change management’ to help from the nudge theory to ADKAR which is an acronym representing the five tangible outcomes needed to achieve lasting change: awareness, desire, knowledge, ability, and reinforcement.
King concluded:
“Whilst nudging may help some drivers to switch to electric when changing their car, others probably need more awareness, knowledge, desire and financial ability before crossing that line.”
