A representative and market-oriented study was conducted to identify diffusion possibilities for electric mobility in Baden-Wuerttemberg taking potential user groups into account. Existing mobility characteristics of current transport users were analysed across different mobility modes in order to identify promising first user groups whose utilisation patterns are potentially a good match for electric vehicles. In parallel, possible ways to enter the market were developed specifically for the identified groups. The integrated and market-oriented approach means the results can be utilised in concrete political and economic terms and thus contributes directly to the objective of supporting opportunities and ways to help the spread of electric mobility in Baden-Wuerttemberg.
LivingLAB Diffusion is part of the regional cluster LivingLab BW e-Mobil of the programme Show Windows Electro-Mobility of the German Government. The Show Windows shall make electric mobility visible to people and organisations, deploy vehicles and collect real life data on the usability and evaluation of electric private and commercial vehicles.
LivingLAB Diffusion in particular shall provide an analysis of the diffusion potentials for electric mobility in Baden-Wuerttemberg taking potential user groups into account.
Large-scale population survey, research and focus groups
By combining subjective or psychological factors and objective mobility behavior, three usage patterns could be identified that can be used to recreate work, accomplishments and leisure time in each of the three investigated travel aids: car focus with high potential for electric vehicles, car and private transport users without potential and flexible users with high potential for electric vehicles and car sharing.
The most promising usage patterns for the distribution of electric vehicles are, on the one hand, the strong preference of the car as a means of transport, while at the same time a high subjective potential to be able to cover the appropriate routes with their own electric vehicle.
Particularly great influence on the willingness to buy an electric vehicle have the usage patterns for the purpose work, i.e. if the subjective assessment of the potential for the use of an electric vehicle in the pathways to work is positive, this has a greater effect on the willingness to buy than in the case of the road tunnels and leisure.