Is EV experience related to EV acceptance? Results from a German field study

Electric vehicles (EVs) provide a promising solution to rising CO2 emissions and, in the long term, the dependence on oil. In the present study, we examined how the current state of EV technology is perceived and accepted by a sample of early adopters and how experience influences the evaluation and acceptance of EVs. In a 6-month field trial, data from 79 participants who drove an EV in the Berlin metropolitan area were assessed at three data collection points (before receiving the EV, after 3 and 6 months of usage). Participants reported a wide range of advantages, but also barriers to acceptance. They perceive EVs positively and show positive attitudes towards EVs and possess moderate purchase intentions. Experience can significantly change the perception of EVs. Many advantages became even more salient (e.g., driving pleasure, low refueling costs) and several barriers (e.g., low noise) were less frequently mentioned. Experience had a significant positive effect on the general perception of EVs and the intention to recommend EVs to others, but not on attitudes and purchase intentions. Our findings reveal that EVs are already evaluated positively, but in order to achieve widespread market success in Germany, solutions are needed for important barriers like acquisition costs. Providing real-life experience could be a promising marketing strategy. (C) 2014 Elsevier Ltd. All rights reserved.