Responses to battery electric vehicles: UK consumer attitudes and attributions of symbolic meaning following direct experience to reduce psychological distance

Fifty-eight peoples were given direct experience of driving a battery electric vehicle followed by an attitudinal questionnaire, and a vignette exercise to evaluate their attributions of symbolic meaning. Findings suggested that some consumers might start to consider electric vehicles as second cars if they had a range of 100 miles, and as main cars if they had a range of 150 miles. They may be willing to pay modest premiums over conventional vehicles, equivalent to around three years’ running cost savings. Most would recharge at home overnight.

► Mainstream consumer drivers were given the opportunity to drive a battery electric vehicle (BEV).
► Consumers may consider BEVs with a range of 100 miles as second cars, and BEVs with a range of 150 miles as main cars.
► Public charging infrastructure may give reassurance to consumers, but most will recharge at home overnight.
► Early adopters may have high conscientiousness, low involvement with cars, and high personal concern for the environment.