Y e-mobility?
Why is e-mobility no longer a want but a need?
To understand this statement we must firstly look back to the time of the invention of the car itself, dating back to 1885, when they were a symbol of innovation, luxury and prestige. Over the course of a 130 years, cars have evolved into becoming a must-have to ensure freedom of movement. It single-handedly revolutionised how we live and commute today and hugely impacted how our cities were developed so much so that they changed the face of the earth. It still however hasn't lost its initial symbol of prestige and luxury.
The automobile industry boomed and with it came the increased demand for fossil fuels, found within the earth itself and a limited commodity that would eventually run out. Therefore, scientists, technologists and automobile manufacturers have been experimenting for decades for an alternative source of energy. Not only because of the huge impact fossil fuels have had on our environment but also because what would our world look like today if there is no longer availability of fuel – an entire planet etched with motorways and cities designed for the car would crumble and unable to function (see infographic below).
This knowledge exists within the psyche of each individual that owns or uses a car. But the basic awareness is still lacking. This is one of the fundamental reasons people are apprehensive to accept e-mobility as a “must have” rather than a “nice to have”. Observing closely one sees that the concept of e-mobility is widely accepted in many countries, including Norway, China and Germany and becoming a part of daily life. From fully electric trains to e-car and e-scooter sharing, people are responsive and accepting the concept of electric mobility. But they are not yet ready to invest in electric cars themselves.
Purchasing a ticket for an electric train, downloading an app for e-mobility sharing are simple tools that do not disrupt the daily lives of the user. It only shifts the perception while receiving the same service as before and for this they are willing to pay a premium. The added benefit of the feeling that they are contributing to the change our world needs, in terms of environment and modernisation as a symbol of progressiveness.
However, this same progressiveness and openness falls short when it comes to investing in a personal electric car. The younger users are aware of their responsibility and are also more flexible to adapt to change – this change however cannot occur without the correct setup or system. Firstly, the user lacks the basic information of how these cars function and how can one adapt their lifestyle to the e-car requirements. Those who have invested in cars like Tesla have done so as an act of prestige and symbol of progressiveness, it is also not the only car they own.
In Norway, the country which is currently stands number 1 in e-mobility, the government created a system of benefits for those with e-cars, which are mostly used only in urban areas. Benefits in taxation, usage of bus lanes and ease in availability of charging stations. In terms of infrastructure in Germany, for example in Berlin there are only 579 charging stations with plans to create 1600 new ones making it currently a very difficult task to maintain a purely electric car while living in the city.
The crux of all failed marketing strategies of automobile car manufactures is that they are selling a new product in the same way they sold an old one. Expos like IAA to name a few expect people to be dazzled by the visuals of an electric car like they have been for years with a gasoline car. The e-cars also lack the powerful sound which majority of the population is attracted to. Therefore, the impulses to buy an electric car are legitimately different and the sooner the automotive manufactures realise that, the better it would be for everyone – the consumer and the manufacturer. They must focus on the HOW the e-car integrates in the users lifestyle, their work and free-time, how do they sustain, maintain and truly enjoy this form of mobility. Focusing marketing strategies on informing and interacting with users, understanding their needs and challenges and addressing those specific needs is the only way to make e-cars mainstream.
As a spatial designer and strategist working in the automobile industry, developing alternative concepts to engage and interact with users has been the main focus of my work and I believe that if the automotive industry begins to break preconceived notions of car advertising and expos and instead adapt to the changing needs of the users and their affiliations – there is a high chance that they might be able to bridge the gap between electric, hybrid and gasoline cars in a relatively shorter span of time.
Pictures: Rubab Paracha
Text: Rubab Paracha