The neglected electric vehicle adoption context: Expert perspectives concerning barriers to uptake in rural communities

In an effort to decarbonize the transport sector, many countries are implementing policies to increase the uptake of Zero-Emission Vehicles (ZEVs). While ZEV adoption is on the rise, it is not occurring at the same rate geographically. With some exceptions, rural areas are adopting ZEVs at much slower rates compared to urban areas. It is likely that unique rural geographies require special policy considerations regarding ZEV uptake, yet few studies have focused on rural areas. This study addresses this gap through a qualitative investigation of barriers to ZEV adoption in rural areas. Twelve group interviews with experts in transport, energy, infrastructure, economics, and climate across Canada who serve on a Federal-Provincial-Territorial-Zero-Emission-Vehicle-Working-Group (FPT ZEV WG) were conducted. Group interviews were transcribed verbatim and analyzed using thematic analysis. Barriers to ZEV adoption that emerged from the analysis included logistical, perceptual, economic, and policy. Though provincial and territorial policies vary widely within Canada, a rural-urban ‘ one-size-fits-all ’ approach emerged. In other words, within provincial and territorial ZEV policy, there is a lack of distinguishment between rural and urban areas. Further, the heterogeneity of rural communities is rarely given explicit consideration in the policy landscape. Taken together, ZEV adoption policies may need to evolve to address rural blind spots that are apparent. • Using semi-structured interviews, rural barriers to ZEV uptake are identified. • Barriers are logistical, perceptual, economic, and policy related. • Barriers to uptake are more pronounced in rural areas. • Rural areas are heterogeneous and challenging to define. • Policy does not directly consider rural areas, nor their diversity.