User perspective on connected e-mobility – insights from the field trial of the research project “unIT-e ² ”

To meet its target of 15 million electric vehicles (EVs) by 2030, the German government has introduced subsidies and stimulus packages to incentivize EV purchases. However, the effectiveness of these financial incentives relies heavily on end-user acceptance of this innovative technology. Even with a positive consumer attitude towards EVs, potential buyers may hesitate if they encounter barriers along the new “path to purchase” which encompasses not only the EV itself but also necessary complementary components. Despite ample research on end-user acceptance of EVs, the understanding of a complex customer journey, potential pain points in decision-making, and post-purchase experiences remains limited. To address this gap, we utilized online questionnaires and in-depth interviews within the field trial of the “unIT-e2” project and its “Harmon-E Cluster”. In this article, we present results from different studies providing insights and implications for a user-friendly future of connected e-mobility. Results highlight pain points users encounter during their customer journey, particularly those related to cost, technical performance, integration, and consumer education and assess their user experiences. Participants expressed overall satisfaction with the charging technology and EVs but identified areas for improvement, particularly during the pre- and post- purchase phases. Despite challenges, participants evaluated the trial positively.