Consumer confidence is key to winning over support for the next phase of electrifying Britain’s automotive infrastructure.
According to a new report by JBP Associates, Accelerating the UK Electric Vehicle Market Through Effective Communications and Engagement, Britons are more likely to form their opinion on electric vehicle charge point investment based on clear messaging, not technological advancements.
17 experts with background in charging, local government and consumer behaviour contributed to the research. Key findings include the importance of consistency and national leadership, with shifting policy signals and uneven perspectives at regional level harming trust and support. Misinformation also remains a powerful force shaping attitudes, and regularly updated, accurate public information is therefore vital.
Councils and partners must also strive to focus on the everyday relevance of EV infrastructure. Fundamentally, communications should always stress ‘how this works for me’, and spotlight impact at an individual and household level. Efforts to safeguard equity in the transition should also be made more visible and credible — inequality and a perception many UK residents are priced-out of the electric vehicle market is still a big hurdle. And, finally, advertising should be secondary to real world experience.
‘What comes through strongly is that there is a real need for a joined up approach between multiple stakeholders – national, regional and local government, the industry, motor traders and manufacturers, and existing EV drivers – to secure the confidence of motorists in taking the leap of faith into driving an EV for the first time,’ said Paz Sharma, Managing Director at Allego, one of the fastest-growing charge network in Europe.
Image: John Cameron / Unsplash
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