Electric Vehicles - Challenges with Market Introduction and Practical User Experiences

Electric Vehicles - Challenges with Market Introduction and Practical User Experiences


G Solvoll , T Mathisen, F Jørgensen, Bodø Graduate School of Business, NO


The paper discusses measures to get more electric vehicles out on the road and evaluate how electric car users assesses the importance of 13 quality factors with electric vehicles and how satisfied they are with the same factors.


It is a stated goal that 20 percent of Norway?s car population shall be wholly or in part electrified in 2020. This amount to approximately 200.000 vehicles. To reach this ambitious goal the Norwegian authorities has introduced many measures to stimulate purchase and use of electric vehicles. We can enumerate tax and VAT. exemption, free parking on public car parks, relief for road toll, free ferry transport, permission to drive in public-transport lanes and more favourable company car taxation. These measures are among the most powerful in Europe. Despite these substantial incentives the sale of electric cars has by no means expanded. Today there are about 3.000 registered electric vehicles in Norway.

In October 2009 Bodø Graduate School of Business started a research project (Ready for electric cars?) in cooperation with the company Moving City AS (MC). MCs business concept is to buy electric cars from different producers abroad and lease them to enterprises. In the research project six enterprises in the second largest city in Northern Norway participates. The enterprises that join the project represent different industries. The entreprises have disposal over 25 cars. Over a period of two years Bodø Graduate School of Business shall carry out research together with these enterprises, where important problems are related to economic analysis, behaviour research and to the documentation of practical user experiences.

Based on the above the aim of this paper is divided in two. First we will carry out a discussion of the impact the different politically introduced measures have on the goal to get a substantial number of electric vehicles out on the road and how the introduction of electric cars influence the external costs of transport. Second, we will discuss the expectation our respondents in the research project have towards the electric cars and also how they assesses the importance of 13 quality factors with the vehicles. The evaluation of the importance of the 13 factors with the electric cars will be compared with how satisfied the cars users are with the same factors after driving an electric car for approximately half a year.

The method used is a combination of personal interviews, web-based surveys and traditional cost benefit analysis. Our paper will contribute with knowledge of both possibilities and challenges related to the implementation of electric cars in the car fleet, the vehicles contribution to the reduction in external costs of road transport and the special challenges emerging when starting to use electric cars in different enterprises that all operate in areas with a relatively cold winter climate.


Association for European Transport