1. Driving mainstream EV uptake to meet 2040 Highways UK – Road to Zero David Rollafson Director, Transportation

2. Where are we on the journey?
170K registrations of plug-in cars since grant launched in 2011
2018 plug-in registrations snapshot:
Source: SMMT
Sept-18 ytd
Sept-17 ytd EV
11,270
0.6%
11,127
0.5%
PHEV
33,584
1.8%
25,704
1.2%
Plug-in
44,854
2.3%
36,831
Total all
1,910,820
100%
2,066,411 A B
The key is understanding mainstream consumer expectations, purchase and usage behaviour

3. The Challenge to 2040?
Understanding consumer motivation to purchase an EV:
Vehicle range / choice / availability
Switching incentives
Grants
Road fund licence
Charge zone exemption
Integrated parking
Energy cost (per mile)
Taxation (ie. BIK%)
Cost / depreciation
Charger distribution
Charger availability
Charger performance
Current “Mass Market” PHEV/EV

4. Consumer Vehicles & Energy Integration (CVEI) trial
TRL led £5m trials
ICE/PHEV/EV comparative
Charging strategy
447 participants
510 charge points installed.
1,300+ vehicle handovers completed
123 cars driven
71,000 journeys recorded
584,000 total miles travelled
15,700 charge events recorded
Including 3,600 public charge events

5. Consumer Charging Trials
Unconstrained Charging
User-Managed Charging
Supplier-Managed Charging
KEY POINTS
Two types of Managed Charging proposition are being tested, alongside a control group with Unconstrained Charging
User-Managed Charging (Time of Use tariff)
Consumers incentivised to manage their own charging
Rewarded for shifting charging to times of day when energy demand (and therefore energy price) is low
Provided with Smartphone app to facilitate charging
Supplier-Managed Charging
Consumers incentivised to relinquish control to the energy supplier
App provided so they can set their minimum charging requirements
Charging then controlled by supplier allowing them to balance delivery of energy with supply-demand

6. Providing independent, evidence-based insight…
How depreciation affects adoption?
Did EV experience change purchase intention?
How behaviour differs by consumer segment?
Is an EV a viable purchase consideration today?
A to B…
23% CAGR for 2040
53% CAGR for 2030
Charge time expectations?
Comparative impact of 9 different incentives?
Main vs 2nd car differences?
Importance of rapid public charging?
Threshold beyond which range is no issue?
Range thresholds for PHEVs vs EVs?

7. Thank you David Rollafson Director, Transportation
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Berkshire | RG40 3GA | United Kingdom