Connecting electric vehicles and green energy

Abstract

This paper discusses the interrelationship between the purchase of green energy (GE) and electric vehicles (EV) and the motivations for and values formed around the purchase of the combination of the two. The BMW Group completed a two-year EV and GE user study, a joint project with the PH&EV Research Center at UCDavis and multiple market research agencies. Through a focus group study of US East and West coast all-electric MINI E markets and a new car buyer online survey, the BMW Group assessed the value of offering GE with EVs. A follow-on user experience survey, assessed the success of two GE products in the US. 39% of MINI E and 29% of Active E respondents have purchased home solar. A vehicle design game revealed that adding GE options increased overall demand for EVs among conventional buyers by 23%, with technology interest, environment and cost savings reported as the motivation. © 2013 Springer-Verlag.