Priorities
Consumer Acceptance
Technologically advanced grid-enabled vehicles will need to overcome a number of consumer hurdles in order to reach high penetration rates.
New innovations often require many years to become adopted in the marketplace. Widespread consumer acceptance of electrification will likely be no different. Making a successful entrance into a competitive automobile market established a century ago is no easy task.
The market for these technologies will only reach a “take-off” point if they can offer a compelling alternative to conventional IC engines on either cost or performance grounds. Range is one critical area for GEV consumers. Another is investment payback. In short, the payback periods for GEV ownership will need to be dramatically—and permanently—reduced.
While some of this can be accomplished through the policy recommendations listed on other policy pages, in order to further spur widespread consumer acceptance, the Coalition also recommends the following:
- Establishing a guaranteed residual value for used large format automotive batteries
- Reviewing existing regulations on vehicle warranties