The Effects of a First-Time Experience on the Evaluation of Battery Electric Vehicles by Potential Consumers

Abstract

In some countries, such as Norway, there is significant growth in the proportion of battery electric vehicles (BEVs) among new registrations. This is not the case in Germany, where less than 1% of all newly registered vehicles are electric cars. This disparity raises the questions of whether the performance factors of current BEVs (e.g., driving range) are able to compete with petrol-powered cars and how they are perceived by potential customers. Using marketing methods, car manufacturers can influence attitudes towards products and increase purchase intentions. Most prior studies used experiments in different settings to find out the perceived value of BEVs among potential customers, taking into account a longer perspective. There are no prior studies on the influence of short test drives on the value perception of BEVs. The main objective of this article was to explore and assess the effects of a first-time experience on the evaluation of BEVs by potential consumers in the German market (around the city of Münster, in the North Rhine-Westphalia region). We utilized the concept of a sensory marketing approach in the form of a short (10-15 min) test drive experiment. The results showed that perceptions, in terms of acquisition costs and acceleration/driving pleasure in particular, are developing positively. Other increasing values are maintenance and energy costs, engine/battery reliability, range in km, and driving comfort. In addition, the perception of all other performance factors has developed positively. Also, willingness to buy a BEV increased after the short test drive. The experiment shows that short test drives with BEVs are a suitable means to support the widespread promotion of electric cars.