Electric vehiclesProject SA Strategic Regional Electric Vehicle Adoption Program
This study identified both the key barriers to adoption for PEV intenders as well as gaining an understanding of the overarching experience in the customer journey
The introduction of Plug-in PEVs (PEVs) will deliver substantial benefits to Australia. Along with environmental benefits, they will deliver long term reductions in living expenses, ensure fuel security, and positively impact gross domestic product.
PEVs are no longer a futuristic or niche technology reserved for an elite group of buyers. Globally, 3 million PEVs were in operation by the end of 2017, with the International Energy Agency conservatively forecasting that PEVs will reach 125 million by 2030. This PEV growth trajectory is further supported by Bloomberg New Energy’s 2018 EV Outlook, which highlights how automakers have committed to bringing 289 new EV products to market by the end of 2022. Many major automotive brands will have PEVs as their next generation of flagship models.
Australian sales of PEVs have been slow and stagnant. Frequently cited barriers are high up-front costs, low product availability and limited access to public charging infrastructure. These three barriers are commonly referenced as the key market impediments. Inadequate access to affordable PEV products for local consumers has not improved from the Australian PEV Council initial 2017 State of PEVs Report, to its 2018 update. Complacency from industry about increasing product supply in Australia illustrates the direct impact of Government policy inaction on PEVs, contrary to what is seen in more successful, incentivised PEV markets around the world.