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News - 24 March 2010
[photo source: elektromotive]

The psychology of electric motoring

Psychologists at the University of Sussex are working with world leading automotive research firm Ricardo UK based in Shoreham to find out how willing consumer would be to accept electric vehicles.

Professor Charles Abraham and his team are using funding from the Energy Technologies Institute [ETI] to design in-depth interviews that will inform a subsequent survey of 3,000 people. The aim is to find out how consumers feel about plug in electric cars and what they would expect from such vehicles including the preferred types of vehicles and types of power generation, market segmentation, mechanisms and behaviours for consumer choice, as well as the logistics of vehicle re-charging infrastructure.

Along with Ricardo, Sussex is also working with the University of Aberdeen, the Transport Research Laboratory and Element Energy to inform the creation of detailed computer models.

The work is part of the ETI’s £11m low-carbon vehicle plan [part of the government’s low carbon industrial strategy]. With its world class Automotive Dynamics & Control Group the University of Sussex is well placed to capitalise on the development low carbon transport which is one of three environmental industries highlighted in the government strategy.

The ETI is also working on a Joined-Cities Plan with Birmingham, Coventry, Glasgow, London, Middlesbrough, Milton Keynes, Newcastle, Oxford and Sunderland. This will support the roll-out of a single national network that will ultimately enable plug-in vehicles to be easily used and recharged anywhere, including away from the home environment.


Read related items on:
Sustainability
Car
Energy Technologies Institute
Ricardo Engineering
University of Sussex


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