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electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
Expert study on the state of the art
Electric mobility and its target groups
Date of delivery: 15th November 2013
Contractor:
PTV Group
Planung Transport Verkehr AG
Haid-und-Neu-Str. 15
76131 Karlsruhe
Authors:
PTV Group
Dipl.-Geogr. Inga Luchmann
Zimmerstr. 67
10117 Berlin
The study was drafted and financed within the framework of the INTERREG IVA project “ELMOS –Introducing electric mobility as intermodal transport means
in small and medium
tric mobility in smaller cities
Expert study on the state of the art
Electric mobility and its target groups
Date of delivery: 15th November 2013
Planung Transport Verkehr AG
Str. 15
76131 Karlsruhe
PTV Group
Inga Luchmann MSc.-Ing. Nora Szabo
Haid-und-Neu-Str.
76131 Karlsruhe
The study was drafted and financed within the framework of the INTERREG IVA project Introducing electric mobility as intermodal transport means
in small and medium-sized cities in the South Baltic area
c/o Rostocker Straßenbahn AG
Contact: Phone: +49 381 802 17 25
E-mail: j.heidenreich@rsag
Expert study on the state of the art
Electric mobility and its target groups
Nora Szabo
Str. 15
The study was drafted and financed within the framework of the INTERREG IVA project Introducing electric mobility as intermodal transport means
South Baltic area”
ELMOS
c/o Rostocker Straßenbahn AG Lead Beneficiary
Hamburger Str. 115 18069 Rostock
Germany
Contact: Janette Heidenreich Phone: +49 381 802 17 25
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
Content
1 Introduction ................................
2 Influencing Factors of E-mobility Decisions
3 Target Groups of Different Modes of Electric Mobility
3.1 Citizens ................................
3.2 Businesses & Institutions
3.3 Tourists & Visitors ................................
4 Target Group-Oriented Campaigns
4.1 Examples of Different Campaigns for E
4.2 Main Characteristics of Different E
5 The Municipalities´ Scope of Action to Address Target Groups
6 Conclusions and Further Recommendations
7 Literature ................................
electric mobility in smaller cities
................................................................................................
mobility Decisions ................................................................
Target Groups of Different Modes of Electric Mobility ................................
................................................................................................
Businesses & Institutions ................................................................
................................................................................................
Oriented Campaigns ................................................................
Examples of Different Campaigns for E-mobility................................
Main Characteristics of Different E-mobility Campaigns ................................
The Municipalities´ Scope of Action to Address Target Groups ................................
Conclusions and Further Recommendations ................................................................
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electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
1 Introduction E-mobility in all its forms is a rather new form of transport. far in driving and charging electric drive systems. The missing experiences are causing a lot of resentments – regarding technical maturity, range limitations or additional costs to be overcome to realize the market potential o
Automobile and bike manufacturers and dealers as well as governments are having a common objective. They want to increase the number of electric vehicles in use. In order to reach this aim, information campaigns and other measures to promoteyears. But often the same experts
Hence the crucial questions are: Who are potential users and how can these users be addressed appropriately?1 But there is different kinds of e-mobility. This or services, analysis on the needs and resentments of potential user groups for the specific offers is required.
Basically adaptation of innovations can be speed up as soon as they are linked to advantages for the potential users. Subsequently tailorshould be planned, to inform them on their specific advantages or to overcome their specific resentments.
This paper aims to give support in identifying potential user groups and their needs and in designing appropriate campaigns to promote the successful implementation of e
1 This trend is also visible in the current redirecting of the magazine of the Federal Association of Mobility from experts to a more end
electric mobility in smaller cities
rather new form of transport. Thus not much experiencesfar in driving and charging electric drive systems. The missing experiences are causing a lot of
regarding technical maturity, range limitations or additional costs to be overcome to realize the market potential of e-mobility.
Automobile and bike manufacturers and dealers as well as governments are having a common objective. They want to increase the number of electric vehicles in use. In order to reach this aim, information campaigns and other measures to promote e-mobility were conducted in recent years. But often the same experts – and not users or even buyers – are attending these events.
Hence the crucial questions are: Who are potential users and how can these users be But there is no such thing as one e-mobility user group for the
mobility. This means that prior to the offer of new electric mobility measures or services, analysis on the needs and resentments of potential user groups for the specific
Basically adaptation of innovations can be speed up as soon as they are linked to advantages for the potential users. Subsequently tailor-made campaigns for different identified user groups should be planned, to inform them on their specific advantages or to overcome their specific
This paper aims to give support in identifying potential user groups and their needs and in riate campaigns to promote the successful implementation of e
This trend is also visible in the current redirecting of the magazine of the Federal Association of
Mobility from experts to a more end-customer orientation.
3
Thus not much experiences exists so far in driving and charging electric drive systems. The missing experiences are causing a lot of
regarding technical maturity, range limitations or additional costs - that still need
Automobile and bike manufacturers and dealers as well as governments are having a common objective. They want to increase the number of electric vehicles in use. In order to reach this
mobility were conducted in recent are attending these events.
Hence the crucial questions are: Who are potential users and how can these users be mobility user group for the
that prior to the offer of new electric mobility measures or services, analysis on the needs and resentments of potential user groups for the specific
Basically adaptation of innovations can be speed up as soon as they are linked to advantages gns for different identified user groups
should be planned, to inform them on their specific advantages or to overcome their specific
This paper aims to give support in identifying potential user groups and their needs and in riate campaigns to promote the successful implementation of e-mobility offers.
This trend is also visible in the current redirecting of the magazine of the Federal Association of E-
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
2 Influencing Factors of E
When aiming to promote e-mobility, all influencing factors of taken into account, in order to be abattracted by which mode and why?”increase the quality of life in cities by reducing pollution and congestion, other preferences for buying or renting an esuperior aspects – they will be described more detailed in the following have a likely impact on mobility patterns
Figure 1: I nfluencing parameters
Local Circumstances
The five middle- and small sized forerunner cities are assumed to be “early adapters”, which means that these cities want to implement already performed efocus on e-cars and pedelecs. However, the adaptation of eon the local context. Table 1 below summarizes the local circumstances of the participating cities. The cities nevertheless do not have already local demonstrations initiated.
electric mobility in smaller cities
Influencing Factors of E -mobility Decisions
mobility, all influencing factors of e-mobility decisionsin order to be able to answer the question – “What kind of people are
attracted by which mode and why?”. While public administration wants to save emissions and increase the quality of life in cities by reducing pollution and congestion, private
ences for buying or renting an e-vehicle. Figure 1 gives an overview on the five they will be described more detailed in the following sections
have a likely impact on mobility patterns.
nfluencing parameters to promote e-mobility (source: PTV Group)
and small sized forerunner cities are assumed to be “early adapters”, which means that these cities want to implement already performed e-mobility strategies, with a special
cars and pedelecs. However, the adaptation of e-mobility action plans mainly relies on the local context. Table 1 below summarizes the local circumstances of the participating cities. The cities nevertheless do not have to start from the scratch, since there have been already local demonstrations initiated.
4
mobility Decisions
mobility decisions have to be “What kind of people are
While public administration wants to save emissions and private users may have
Figure 1 gives an overview on the five ections, since they all
and small sized forerunner cities are assumed to be “early adapters”, which rategies, with a special
mobility action plans mainly relies on the local context. Table 1 below summarizes the local circumstances of the participating
to start from the scratch, since there have been
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
Table 1: Main characteristics of
(source: PTV Group)
Karlskrona/Sweden
Area in km² 21,72
No. of inhabitants 35.200
Topography and Climate
Flat, maritime
Structure of society in terms of tourists and students
Tourists, Students
Sustainable objective of the City
Sustainable city
The local circumstances encompass the social and environmental values. These external factors such as topography and climate, the presence of tourist attractions and the structure of society all influence the personal mode choice and indicate, whether thermode of e-mobility. Furthermore, twhether it is disperse or dense public transport supply.
Mobility Optio ns & Infrastructure
Besides the local conditions, mobility patterns are influenced and formed by both the transport supply and demand in the city. The quality of the transport supply, the presence of apublic charging infrastructure, private vehicle (or a driving license at alldemand. In addition, they indicate, whether implementing a sharing system apart from purchasing may be possible.
The daily mobility patterns can be represented by the average modal split values. The following diagrams on Figure 2 depict the current (historical) situation, which reflects to the special features of the three countries.interests, this data has been accessed from the database of the Management and from the GermanDevelopment (EPOMM 2011; BMVBS 2008)
2 Since there was no data available in polish small sized cities, these modal split trends have been represented by the average of a Czech and Slovakian city with the same size. from a study on travel behaviour in Czech, Slovakian and EU Project (Schubert 2012).
electric mobility in smaller cities
: Main characteristics of the local circumstances of the participating cities
Karlskrona/ Växjö/ Sweden
Malbork/ Poland
Trabki Wielkie/Poland
30,28 17.15 16,26
83.000 39.300 10.200
Flat, maritime Flat, continental Flat, continental Hilly, continental
Tourists, Students (coop. Univ. Kalmar)
Tourists, Students (field office)
Tourists, no Students
Fossil free by 2030
Ongoing projects
25 villages, european natura 2000 network, Bicycle Policy Audit
The local circumstances encompass the social and environmental values. These external factors such as topography and climate, the presence of tourist attractions and the structure of society all influence the personal mode choice and indicate, whether there is a potential for a certain
Furthermore, the size of a municipality and the settlement structure is disperse or dense – has an effect on the length of the trips and probably on the
ns & Infrastructure
Besides the local conditions, mobility patterns are influenced and formed by both the transport supply and demand in the city. The quality of the transport supply, the presence of a
the accessibility to the different modes and the availability of a or a driving license at all) have an impact on the mode choice and determine the
they indicate, whether implementing a sharing system apart from
The daily mobility patterns can be represented by the average modal split values. The following diagrams on Figure 2 depict the current (historical) situation, which reflects to the special
. Since only the middle- and small sized cities have of special interests, this data has been accessed from the database of the European Platform o
German Federal Ministry of Transport, Building and Urban 2011; BMVBS 2008). 2
available in polish small sized cities, these modal split trends have been
represented by the average of a Czech and Slovakian city with the same size. The data has been in Czech, Slovakian and Polish cities conducted by “Central Meet Bike“
5
participating cities
Trabki Wielkie/ Poland
Rostock/ Germany
181,28
202.900
ental Flat, maritime
Tourists, no Students
Tourists, Students
25 villages, european natura 2000
icycle Policy
RSAG objective: 2020 target for sustainable mobility
The local circumstances encompass the social and environmental values. These external factors such as topography and climate, the presence of tourist attractions and the structure of society
e is a potential for a certain he size of a municipality and the settlement structure –
has an effect on the length of the trips and probably on the
Besides the local conditions, mobility patterns are influenced and formed by both the transport supply and demand in the city. The quality of the transport supply, the presence of a (safe)
ty to the different modes and the availability of a the mode choice and determine the
they indicate, whether implementing a sharing system apart from
The daily mobility patterns can be represented by the average modal split values. The following diagrams on Figure 2 depict the current (historical) situation, which reflects to the special
and small sized cities have of special European Platform on Mobility
Federal Ministry of Transport, Building and Urban
available in polish small sized cities, these modal split trends have been The data has been gained
olish cities conducted by “Central Meet Bike“
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
The general fact can be observed in all three countries concerning public transport: the the size of the city is, the higher is the demand on public transport, since the distances are increasing and the accessibility is improved. In the most cases, usage of private transport. Besides these facts, the diagrams show a particular low share of cycling all over Poland – the acceptance of cycling in Sweden and Germany is considerably higher.
However, the reasons for choosing the different way of thinking between Eastern and Northchoosing mass transit as a form of mobility in some regions is not only an option, but the one and only possibility for being mobile, since there is no car available due to financial reasons. With other words, the availability of a car already determines the selected form of mobilitythe other hand, Poland and Germany are perceived to be car2011), where possessing a car is still a status symbol (mainly in Poland), or the influence of the domestic automotive industry is still so strong (Germany).
In general, car is still the dominating mode of transport, but in the recent yearsof cycling has been emphasized and promoted to increase public awarenessinstance is making every effort
Figure 2 : Modal Split data in small
(Source: PTV Group)
electric mobility in smaller cities
The general fact can be observed in all three countries concerning public transport: the the size of the city is, the higher is the demand on public transport, since the distances are increasing and the accessibility is improved. In the most cases, this share raises against the usage of private transport. Besides these facts, the diagrams show a particular low share of
the acceptance of cycling in Sweden and Germany is considerably
However, the reasons for choosing an alternative transport mode to the private vehicle lies on the different way of thinking between Eastern and North-Western Europe. On the one hand, choosing mass transit as a form of mobility in some regions is not only an option, but the one
ssibility for being mobile, since there is no car available due to financial reasons. With other words, the availability of a car already determines the selected form of mobilitythe other hand, Poland and Germany are perceived to be car-oriented cultu
), where possessing a car is still a status symbol (mainly in Poland), or the influence of the domestic automotive industry is still so strong (Germany).
In general, car is still the dominating mode of transport, but in the recent yearsof cycling has been emphasized and promoted to increase public awareness
is making every effort to develop the cycling culture at all (Urbanczyk 2011
: Modal Split data in small - and middle-sized cities in the three participating countries
6
The general fact can be observed in all three countries concerning public transport: the bigger the size of the city is, the higher is the demand on public transport, since the distances are
this share raises against the usage of private transport. Besides these facts, the diagrams show a particular low share of
the acceptance of cycling in Sweden and Germany is considerably
an alternative transport mode to the private vehicle lies on Europe. On the one hand,
choosing mass transit as a form of mobility in some regions is not only an option, but the one ssibility for being mobile, since there is no car available due to financial reasons.
With other words, the availability of a car already determines the selected form of mobility. On oriented cultures (Urbanczyk
), where possessing a car is still a status symbol (mainly in Poland), or the influence of the
In general, car is still the dominating mode of transport, but in the recent years, the importance of cycling has been emphasized and promoted to increase public awareness. In Poland for
Urbanczyk 2011).
cities in the three participating countries
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
Politics & Culture
On the highest level, the demand on statemobility patterns can be influenced by environment. A prerequisite is the adaption of the European laws and directives.governmental support through the provision of subsidies and incentivesof bus lanes, possibility to reserve parking lots for electric cars) attention and increase acceptance for emeasures and summarizes the policy frameworks that enhance e
Table 2: Overview of measures provided by the national gov ernments
Country /
City
GDP
(USD/
capita)
Form of
Realized
Public I nterest
Germany /
Rostock 37.479
Regular events
and campaigns
Pilot projects
Sweden /
Växjö,
Karlsrkona
44.091
Award of zero
emission cities
Pilot projects
Poland /
Malbork,
Trabki
Wielkie
10.570
Occasional
events and
campaigns
smaller pilot
projects
Concerning the role of the public sector, Germany and Sweden show high public awareness, and the regular e-mobility events as well as pilot projects are fully supported by the national government. In Poland, medium public interest and limited government support are observed, which results in a lack of a clear nationwide esuccessful implementation of such Roland Berger Strategy ConsultantsPoland according to this study lies on the supply side industry makes it difficult to provide an edomestic car manufacturers.
3 A study by Roland Berger Strategy Consultants called evaluates the matureness of Poland based on four criteria environment
electric mobility in smaller cities
On the highest level, the demand on state-of-the-art transport modes and their perceived mobility patterns can be influenced by new traffic policies and the adjustment
A prerequisite is the adaption of the European laws and directives.through the provision of subsidies and incentives (e.g. tax reduction, use
of bus lanes, possibility to reserve parking lots for electric cars) is essential to catch the society´sincrease acceptance for e-mobility. Table 2 introduces the currently provided
the policy frameworks that enhance e-mobility.
: Overview of measures provided by the national gov ernments (Source: PTV Group)
Form of
Realized
nterest
Policy Framework
Measure of
Government
Regular events
and campaigns
Pilot projects
Clear long-term e-
mobility strategy
Incentives (tax)
no subsidies for
purchasing, fund on
research
Award of zero
on cities
Pilot projects
Clear long-term
e-mobility strategy;
research programs
till 2030
Incentives (tax)
subsidies for
purchasing
fund on research
toll-free initiative
Occasional
events and
campaigns
smaller pilot
No clear
nationwide
strategy,
adaptation of
EU Policy
EU fund, support to
regional
development
agency,
BYPAD-monitoring
Concerning the role of the public sector, Germany and Sweden show high public awareness, events as well as pilot projects are fully supported by the national
government. In Poland, medium public interest and limited government support are observed, which results in a lack of a clear nationwide e-mobility strategy, which may decelerate the
cessful implementation of such measures – this was the conclusion of a study published by Strategy Consultants (Zsilinszky et al. 2011).3 Another counteracting problem in
Poland according to this study lies on the supply side – the absence of the national automotive industry makes it difficult to provide an e-mobility team and conduct pilot projects involving the
A study by Roland Berger Strategy Consultants called E-mobility in Central and Eastern Europe
ess of Poland based on four criteria – demand, supply, regulatory
7
art transport modes and their perceived adjustment of the regulatory
A prerequisite is the adaption of the European laws and directives. Nationwide (e.g. tax reduction, use
is essential to catch the society´s currently provided
(Source: PTV Group)
Additional
Information
Strong influence of
automotive industry
(VW), high share of
cycling
New development
of nat. automotive
industry (Volvo)
high share of
cycling
lack of automotive
industry
low share of
cycling
Concerning the role of the public sector, Germany and Sweden show high public awareness, events as well as pilot projects are fully supported by the national
government. In Poland, medium public interest and limited government support are observed, which may decelerate the
this was the conclusion of a study published by Another counteracting problem in
the absence of the national automotive mobility team and conduct pilot projects involving the
mobility in Central and Eastern Europe demand, supply, regulatory- and operating
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
The most national support- and research programs are provided for cars. Incentives through taxation (tax relief for e-cars for the first 5/10 years) are realized both in Sweden and Germany, whereas subsidies for purchasing are so far only given in Sweden.building the electric vehicle marketNevertheless, based on the experiences of the last conferences organized in Poland in the field of e-mobility, as well as the conclusion of the study of Roland Bergercountry is also mature to initiate nationwide programs and eligible to implement estrategies (Zsilinszky et al. 2011implemented.
Individual Mobility Behaviour
Individual mobility behaviour includes the duration and the distance of a daily trip taken as well as the trip purpose and its regularity. decision on the preferred mode of transport. Some further factorsand the need or desire for comfort also have an impact on the practiced an elderly woman prefers to have a car for her daily activities, a youngster could only rbike on a daily basis for years. one person and socio-demographic factors. Age, gender, size of household and household income, all determine the mode and type of tenure: purchase, rent or lend. Some trends can be derived from the recent years´ statistics. Up to now, people with higher household income are potential buyers of electric cars, while students live with the option of electric carsharing.recent years, pedelecs have been bought mainly by elderly persons, while segways are mainly rented by tourists. But either way: and available knowledge and information about elect
Characteristics of Electric Vehicles
The special features of e-vehicles cannot be neglected. electric motor bikes differ from the conventional counterparts. Investment and operational costs are one of the most important decisive factors by purchasing a vehicle in general. Concerning vehicles with electric propulsion, low operational and maintenance costs as well as the prevention of harmful emissions and the reduction of noise generation are enormous advantages of this technology. completed with a facilitating system while pedaling and conventional bike.
On the other hand, high acquisition costs of the EVs together with the limas well as the unsatisfactory charging infrastructure are considered to be the biggest obstacles. Even though 85% of the daily carowners have a private garage so that re
electric mobility in smaller cities
and research programs are provided for cars. Incentives through cars for the first 5/10 years) are realized both in Sweden and Germany,
whereas subsidies for purchasing are so far only given in Sweden. Poland is in the phase of building the electric vehicle market, completed with private offers for electric vehicle conversionNevertheless, based on the experiences of the last conferences organized in Poland in the field
nclusion of the study of Roland Berger Strategy Consultantscountry is also mature to initiate nationwide programs and eligible to implement e
2011) – in this field, some smaller pilot projects have been
Behaviour
Individual mobility behaviour includes the duration and the distance of a daily trip taken as well as the trip purpose and its regularity. Personal preferences play an important role
d mode of transport. Some further factors such as the personal fitness and the need or desire for comfort also have an impact on the practiced form of an elderly woman prefers to have a car for her daily activities, a youngster could only rbike on a daily basis for years. There is interdependence between the driving characteristics of
demographic factors. Age, gender, size of household and household mode and type of tenure: purchase, rent or lend. Some trends can be
derived from the recent years´ statistics. Up to now, people with higher household income are potential buyers of electric cars, while students live with the option of electric carsharing.recent years, pedelecs have been bought mainly by elderly persons, while segways are mainly rented by tourists. But either way: most important for the interest in electric mobility is the implicit and available knowledge and information about electric vehicles.
Characteristics of Electric Vehicles
vehicles cannot be neglected. Electric cars, pedelecs as well as electric motor bikes differ from the conventional counterparts. Investment and operational costs
st important decisive factors by purchasing a vehicle in general. Concerning electric propulsion, low operational and maintenance costs as well as the
prevention of harmful emissions and the reduction of noise generation are enormous es of this technology. In the case of pedelecs, these general advantages are
a facilitating system while pedaling and a wider range compared to a
On the other hand, high acquisition costs of the EVs together with the limited range of well as the unsatisfactory charging infrastructure are considered to be the biggest obstacles.
Even though 85% of the daily car-driven distances take up less than 70 kilometers and most car owners have a private garage so that reloading the battery can mainly be done at home.
8
and research programs are provided for cars. Incentives through cars for the first 5/10 years) are realized both in Sweden and Germany,
Poland is in the phase of , completed with private offers for electric vehicle conversion.
Nevertheless, based on the experiences of the last conferences organized in Poland in the field Strategy Consultants, the
country is also mature to initiate nationwide programs and eligible to implement e-mobility in this field, some smaller pilot projects have been
Individual mobility behaviour includes the duration and the distance of a daily trip taken as well play an important role by the daily
such as the personal fitness form of mobility. While
an elderly woman prefers to have a car for her daily activities, a youngster could only rely on his driving characteristics of
demographic factors. Age, gender, size of household and household mode and type of tenure: purchase, rent or lend. Some trends can be
derived from the recent years´ statistics. Up to now, people with higher household income are potential buyers of electric cars, while students live with the option of electric carsharing. In the recent years, pedelecs have been bought mainly by elderly persons, while segways are mainly
important for the interest in electric mobility is the implicit
Electric cars, pedelecs as well as electric motor bikes differ from the conventional counterparts. Investment and operational costs
st important decisive factors by purchasing a vehicle in general. Concerning electric propulsion, low operational and maintenance costs as well as the
prevention of harmful emissions and the reduction of noise generation are enormous In the case of pedelecs, these general advantages are
a wider range compared to a
ited range of car usage well as the unsatisfactory charging infrastructure are considered to be the biggest obstacles.
driven distances take up less than 70 kilometers and most car loading the battery can mainly be done at home.
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
3 Target Groups of Different
The key to success of measures and campaigns handling with the promotion of electric vehicles lies on the unconditional focus ontarget groups need to be segmented into homogeneous groups sharing similar characteristics, preferences and requirements. Exmessages that are tailored and relevant to them. The more segmented are, the more information can be obtained which will result in the development of more relevant messages, communication strategies and incentivoutcome of the campaign. The perspective of users should be integrated into the development of context from the beginning.
The following chapter introduces the different modes of EVs and their associated namely e-cars, electric two-wheelers, but also rickshaws, segways and seniormobiles.Regarding the target groups, three institutions as well as tourists & visitors
3.1 Citizens
Citizens, seen as a potential user group, will have the largest share of the EV users; especially when the used car market is coming up by the year 2018conventional cars in terms of rising fuel costs and oil prices can be a push for ctheir type of driving system. A within the society that may even further free vehicles and it might raise ecological requiremensimultaneously the reason for the number of cyclists and “intermodalmember of a car or bike sharing projection of the annual kilometers driven is an argument to favour electric against combustion engines, hence for purchasing eTechnological savvy and curiositytechnology. The outlook for theof car, is mostly an additional incentive, but nDütschke 2010).
The first upcoming analysis of private early adopters interested persons as typicallythe average. The higher and longergroups characterized, because new consumer groups will follow the early adoptersestimated that more and more women will buy and drive ewill also be spread (IREES GmbH, Fraunhofer ISI 2012)e-cars is realized, lower income classes could
electric mobility in smaller cities
Target Groups of Different Modes of E lectric
The key to success of measures and campaigns handling with the promotion of electric vehicles unconditional focus on the demand of the potential target groups. For that reason,
target groups need to be segmented into homogeneous groups sharing similar characteristics, preferences and requirements. Experience has demonstrated that people respond better to messages that are tailored and relevant to them. The more segmented the potential user groups
, the more information can be obtained which will result in the development of more relevant messages, communication strategies and incentives; thereby in realization of a successful outcome of the campaign. The perspective of users should be integrated into the development of
hapter introduces the different modes of EVs and their associated wheelers, but also rickshaws, segways and seniormobiles.
three categories will be further segmented: citizens, businesses & institutions as well as tourists & visitors.
en as a potential user group, will have the largest share of the EV users; especially used car market is coming up by the year 2018. The rising operational costs of
in terms of rising fuel costs and oil prices can be a push for cA continuously growing environmental awareness
that may even further enhance the replacement of conventional into emission ise ecological requirements. Amongst others, these factors are
the reason for the steadily decreasing number of car drivers and an intermodal persons” using different transport modes
member of a car or bike sharing organisation. The ecological advantage in terms of the projection of the annual kilometers driven is an argument to favour electric against combustion engines, hence for purchasing e-cars, light commercial vehicles and e-motor bikes.
curiosity are linked with the attraction to new and innovative The outlook for the image-oriented persons, wishing to possess
mostly an additional incentive, but not a real decisive factor for purchase
The first upcoming analysis of private early adopters of electric cars describesinterested persons as typically middle-aged, well-educated male customers
and longer the market penetration is, the broader can be , because new consumer groups will follow the early adopters
estimated that more and more women will buy and drive e-cars. In fact the age (IREES GmbH, Fraunhofer ISI 2012). As soon as a second hand market for
lower income classes could also be addressed.
9
lectric Mobility
The key to success of measures and campaigns handling with the promotion of electric vehicles ential target groups. For that reason,
target groups need to be segmented into homogeneous groups sharing similar characteristics, respond better to
the potential user groups , the more information can be obtained which will result in the development of more relevant
thereby in realization of a successful outcome of the campaign. The perspective of users should be integrated into the development of
hapter introduces the different modes of EVs and their associated users in detail, wheelers, but also rickshaws, segways and seniormobiles.
citizens, businesses &
en as a potential user group, will have the largest share of the EV users; especially The rising operational costs of
in terms of rising fuel costs and oil prices can be a push for citizens to change growing environmental awareness can be seen
the replacement of conventional into emission Amongst others, these factors are
decreasing number of car drivers and an increasing modes on a trip and being
The ecological advantage in terms of the projection of the annual kilometers driven is an argument to favour electric against combustion
motor bikes. new and innovative
wishing to possess for the latest model factor for purchase (Peters,
describes the users and customers with a salary above
the broader can be the user , because new consumer groups will follow the early adopters. It is
n fact the age of female users As soon as a second hand market for
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
In the following years, four different types of eexpected:
1. Long distance commutersThis group includes people driving more than 25 kilometers to workpersons will have high annual kilometers and typically have a fulltime job with an adequate salary. Additional trips are limited, sto these personal circumstancespotential of purchasing in the coming years may be high. Total cost of ownership pushes economical motives.
3. Other private users Ecological, technical or image reasons for usingsegment of the society, sinceHousehold income allows a willingness to pay beyond economical calculationsnot exclude the presence oflong distance trips. It might be a housholds second or third car.
4. Private carpooling, car rental & carsharing usersPersons living with sharing or renting opportunities mainly have economic and ecological motives concerning a pragmatic choice by means of transport.low annual kilometers (under 10.000km)private electric car would not be an economically clever option.mainly rely on bike and public transportby foot. They are the sochoosers” as well as “public transport dependents” due to their limited budgetshare of irregular ways for leisure, shopping or carpooling is of interest for workers sharing a similar origin and destination at a similar time of travel. The number of persons using carsharing is rising the bigger cities, where free float
© Inga Luchmann
electric mobility in smaller cities
different types of e-car user groups among the citizen
Long distance commuters This group includes people driving more than 25 kilometers to workpersons will have high annual kilometers and typically have a fulltime job with an adequate salary. Additional trips are limited, so that the range of an EV is sufficient.
personal circumstances, their cars typically have a low average age, so the potential of purchasing in the coming years may be high. Total cost of ownership pushes
2. Professional high kilometer driversThis group has high annual and kilometers and will assess an eeconomical advantages for their trip purposes and distances, since they manageprofessional trips with one vehicle. formed by representatives, architects, journalists, manager as well as other freelancers and selfemployed belong to this user group.
, technical or image reasons for using outweigh the cost fact, since they have a private garage to charge the car
ousehold income allows a willingness to pay beyond economical calculationsnot exclude the presence of an alternative car that can be applied to
It might be a housholds second or third car.
Private carpooling, car rental & carsharing users sharing or renting
mainly have economic and ecological motives concerning a pragmatic
by means of transport. Because of their low annual kilometers (under 10.000km), a
would not be an economically clever option. Thus these persons
and public transport, or go so-called “car-free public transport
due to their limited budget (Ladbury 2013). Carsharing users show a high regular ways for leisure, shopping or transportation activities
carpooling is of interest for workers sharing a similar origin and destination at a similar time of travel. The number of persons using carsharing is rising significantly
where free floating carsharing as an additional option is offered.
© Inga Luchmann
10
the citizens will be
This group includes people driving more than 25 kilometers to work by car. These persons will have high annual kilometers and typically have a fulltime job with an
the range of an EV is sufficient. Due their cars typically have a low average age, so the
potential of purchasing in the coming years may be high. Total cost of ownership pushes
Professional high kilometer drivers This group has high annual and moderate daily kilometers and will assess an e-car due to its
for their trip purposes and manage private and
ith one vehicle. This group is representatives, architects, journalists,
manager as well as other freelancers and self-employed belong to this user group.
factors by this they have a private garage to charge the car overnight.
ousehold income allows a willingness to pay beyond economical calculations. It does an alternative car that can be applied to holidays and other
. Carsharing users show a high activities. Private
carpooling is of interest for workers sharing a similar origin and destination at a similar significantly, especially in
ing carsharing as an additional option is offered.
Inga Luchmann
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
While the sales of e-cars has a very slow start and people overestimate sales of pedelecs have been increasing rapidly The average distance taken byrange with a conventional bicycle 24km/h makes trips up to 15km one way are within reach
The project PRESTO identifies the following r2010):
1. Conventional cycling is (will become) too difficult 66%
2. Make cycling with headwind easier 52%
3. Be able to cycle over longer distances 46%
4. Make it easier to climb hills 29%
5. Sporty exercise 17%
6. Cycle faster without extra effort 11%
7. Alternative for environmentally
8. Get to work without sweating 8%
trend of cycling and supportedawareness. The pedelec market sector widens in terms of sales numbers, new designs and more powerful motors. These factors causing a turn in the trendgroups for cool urban or electric
A Belgium study, done by the Vrije Universiteit Brussel “De elektrische fiets als duurzame mobiliteit in steden”, identified a wide spectrum of typical pedelec users (
• 61% Commuters (trips up to 15km)
• 33% Elderly people
• 25% Less sporty people who want to exercise more
• 13% People who live in a hilly area
© Inga Luchmann
electric mobility in smaller cities
a very slow start and people overestimate the sales of pedelecs have been increasing rapidly since 2008 (round about 50%
by pedelecs is more than 3 kilometers longer compared to a conventional bicycle (9,8 km against 6,3 km). The average speed of pedelecs with
km one way are within reach (DIfU 2011).
identifies the following reasons for citizens using pedelecs (
Conventional cycling is (will become) too difficult 66%
Make cycling with headwind easier 52%
Be able to cycle over longer distances 46%
ls 29%
Cycle faster without extra effort 11%
Alternative for environmentally-friendly means of transport 10%
Get to work without sweating 8%
There is an equal distribution between man and women, even if within the 20-40 year old generation, the female customers are dominating, and in the group of 65+are over represented. In the first years pedelecup, the users belonging to high income households. Recently the number of persons with high income is decreasing, but still unemployed people underrepresented in the group of current users of pedelecs.
The rising number of pedelec users is accompanied by a supported by a changing attitude to healthy lifestyles and environmental
awareness. The pedelec market sector widens in terms of sales numbers, new designs and more powerful motors. These factors causing a turn in the trend and open up new customer
urban or electric mountain bikes as well as different types of e
A Belgium study, done by the Vrije Universiteit Brussel “De elektrische fiets als duurzame mobiliteit in steden”, identified a wide spectrum of typical pedelec users (Roetynck
61% Commuters (trips up to 15km)
25% Less sporty people who want to exercise more
13% People who live in a hilly area
Inga Luchmann
11
the limiting factors, the (round about 50% growth a year).
is more than 3 kilometers longer compared to the km). The average speed of pedelecs with
using pedelecs (Roetynck
There is an equal distribution between man and women, 40 year old generation, the female
in the group of 65+, men n the first years pedelecs came
ome households. Recently the number of persons with high income is
people are in the group of current users of
of pedelec users is accompanied by a by a changing attitude to healthy lifestyles and environmental
awareness. The pedelec market sector widens in terms of sales numbers, new designs and up new customer
types of e-cargo bikes.
A Belgium study, done by the Vrije Universiteit Brussel “De elektrische fiets als duurzame Roetynck 2010):
© Inga Luchmann
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
• 12% Everybody
• 11% Physically impaired people
• 7% Sporty people
• 6% Shoppers
• 5% People who want to cycle without too
• Others
3.2 Businesses & Institutions
In the coming years, businesses and institutions are estimated to be an important car user group. Although the highest share of ewith their high annual kilometers driveneffects, have a dominating proportion of new car registration.vehicles enhance the quick market penetration in terms of their their possible second life in other user groups. Although cby their fleet selection, economic reasons in purchasing special cars and integrating in the existing fleet will outweigh. In rare cases,car against the background of a fitting image.
factors that limit the potential of usage. A high cargo load weight and volume is still a problem for the battery capacities of the heavy duty truinvestment cost could probably not be paid by small and middle-sized companies. Businesses will not be able to change their tour planning because of recharging their battery in-between two trips. It has been suggested that companies will predcharge their electric fleet overnight
4 In Germany, commercial cars have a 60% share of new car registrations moreover registrations is done by companies
© Inga Luchmann
electric mobility in smaller cities
11% Physically impaired people
5% People who want to cycle without too much effort
Businesses & Institutions
In the coming years, businesses and institutions are estimated to be an important car user he highest share of e-vehicles is to be seen as private cars, business fleets
ilometers driven, therefore generating a hugh impact on the ecological have a dominating proportion of new car registration.4 Cars and light commercial
vehicles enhance the quick market penetration in terms of their short average useheir possible second life in other user groups. Although companies consider
selection, economic reasons in purchasing special cars and integrating in the In rare cases, sustainable and technical branches will purchase an e
background of a fitting image.
With regard to cars and utility vehicles, enabling factors for electric engines are the high annual kilometers and limited daily distances. A high share of inner city driving increases the efficiency of the electric engine(Wietschel, Gnann 2012; Fraunhofer ISI 2011Predictable tours as well as trips within sensitive areas (like pedestrian zones or nature conservatiowhich are allowed only by “no emission vehicles”) would push diffusion. Nevertheless, there are some
factors that limit the potential of usage. A high cargo load weight and volume is still a problem for the battery capacities of the heavy duty trucks. The high investment cost could probably not be paid by small
sized companies. Businesses will not be able to change their tour planning because of
between two trips. It has been suggested that companies will predominantly charge their electric fleet overnight on the company
In Germany, commercial cars have a 60% share of new car registrations moreover
companies (IREES GmbH, Fraunhofer ISI 2012).
Inga Luchmann
© Inga Luchmann
12
In the coming years, businesses and institutions are estimated to be an important car user vehicles is to be seen as private cars, business fleets , therefore generating a hugh impact on the ecological
Cars and light commercial short average useful life and
consider sustainable criteria selection, economic reasons in purchasing special cars and integrating in the
ical branches will purchase an e-
With regard to cars and utility vehicles, enabling factors for electric engines are the high annual kilometers and limited daily distances. A high share of inner city driving increases the efficiency of the electric engine
; Fraunhofer ISI 2011). Predictable tours as well as trips within sensitive areas (like pedestrian zones or nature conservation zones, which are allowed only by “no emission vehicles”) would push diffusion. Nevertheless, there are some
In Germany, commercial cars have a 60% share of new car registrations moreover 90% of EV
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
ground. As an alternative, Plugtrip length exactly, or need a higher volume weight.
Concerning pedelecs and e-cargo bikes for businesses and institutions, the decisive factors are very similar to the ones by citizens. Workers of enterprises,distances are predestined to be pedelec or edelivery, mail, post logistics services as well as hotels and otherservices could use pedelecs during large events like concerts, fairs and sport events; where car usage is hindered or traffic is extremely dense. Police officers patrolling with emay be more approachable due to easiness to maneuver. Police, civil servants and politicians could improve their image by the usage of pedelecs
Different types of branches could be identified,
1. Courier and Parcel- , Express Serviceslast mile transportation of the Post/DHL, UPS, airport and event logistics etc.
2. Firms with a huge and differing vehicle fleetlike energy companies, telecommunication
3. Public authorities and service vehice.g. public administration, utility and housing companies, street cleaning cars, policeambulance
4. Mobility providers from rental services until bike
5. Other commercial vehicleslike mobile nursing, social, technical and delivery services
© Dortmund Agentur
electric mobility in smaller cities
. As an alternative, Plug-in-Hybrids can be used for companies which cannot plan their trip length exactly, or need a higher volume weight.
cargo bikes for businesses and institutions, the decisive factors are very similar to the ones by citizens. Workers of enterprises, who need to travel a lot over short
to be pedelec or e-cargo bike users. They may beservices as well as hotels and other tourist businessesduring
large events like concerts, fairs and sport events; where car usage is
or traffic is extremely dense. with e-bikes
approachable due to Police, civil
servants and politicians could improve by the usage of pedelecs.
Different types of branches could be identified, these are
, Express Services last mile transportation of the Post/DHL, UPS, airport and event logistics etc.
Firms with a huge and differing vehicle fleet like energy companies, telecommunication etc.
Public authorities and service vehic les e.g. public administration, utility and housing companies, street cleaning cars, police
from rental services until bike- and carsharing providers as well as taxi companies
Other commercial vehicles social, technical and delivery services
Automobile manufacturers offering a carsharing fleet, rely on this marketing effect. E-carsharingrental providers are seen as an important user group. Their car fleets are estimated to getmarket” quickly, since the vehicles have a hvisibility and the more environmentally friendly electric cars fit better into the branches´ image. automakers can offer test rides before purchasing electric cars. Many potential buyers will have their first
Dortmund Agentur
© Dortmund Agentur
13
Hybrids can be used for companies which cannot plan their
cargo bikes for businesses and institutions, the decisive factors are who need to travel a lot over short
cargo bike users. They may be branches like home tourist businesses. Emergency
last mile transportation of the Post/DHL, UPS, airport and event logistics etc.
e.g. public administration, utility and housing companies, street cleaning cars, police and
taxi companies
offering a carsharing fleet, carsharing and car
rental providers are seen as an important user group. get into the “second
, since the vehicles have a high and the more environmentally friendly electric
s´ image. Additionally automakers can offer test rides before purchasing electric cars. Many potential buyers will have their first
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
experiences with lending or renting electric vehicles as customers of a sharing service provider. According to the survey on user acceptance of the innoZ, 40% of the asked persons used an electric carsharing option to try this type of drive system.minded groups for e-carsharing are the soenvironmental public transport affine user groups, and the so-called innovative technological multioptional user groups. The first group consists of persons that predominantly use the bicycle as well as mass transit, and the fun of car driving is rejected by the majority. This user group is primarurban space and does have a high level of education and income. The people of the second group are also having a positive attitude towards environmentally friendliness. They are very open towards every innovative and networked means of tr
In general, the highest potential for eachieved, as long as different types of vehicles will be in operationspecial trip or daily tour. This target grostimulation.
3.3 Tourists & Visitors
Many people have their very first experience with ea segway sightseeing, lending pedelecsrenting an electric car to be flexible in the choice of destinations during the stay
The target group of tourists and visitors are potential usersvehicles in case they do not arriveinformation and experiences onthe city’s image. The image of a city can be positively pushethrough tourist shuttle services, as well as pedelec or ededicated primarily to guests can be used by citizens as well. As sustainable tourism higher and higher importance, electric mobility can be one component of the sustainable tourism concept of the cities.
Tourists are looking for a comfortable, ecological and individual mobility option when renting a car, a pedelec or even a seniormobile for disabled. Electric scused for fun-oriented or sports activities, while rickshaws, segways or epredominantly used for sightseeing or shuttle services within the scope of events.
Different type of tourists and visitors can be
• Singles, couples and familiescarsharing or participate in segway or rickshaw sightseeing tours
electric mobility in smaller cities
experiences with lending or renting electric vehicles as customers of a sharing service provider. According to
user acceptance of the innoZ, 40% of the asked persons used an electric carsharing option
. The two most open-carsharing are the so-called
environmental public transport affine user groups, and called innovative technological multioptional
user groups. The first group consists of persons that predominantly use the bicycle as well as mass transit, and the fun of car driving is rejected by the majority. This user group is primarurban space and does have a high level of education and income. The people of the second group are also having a positive attitude towards environmentally friendliness. They are very open towards every innovative and networked means of transport (innoZ 2013)
the highest potential for e-mobility amongst businesses and institutionsachieved, as long as different types of vehicles will be in operation and can be chosen for the special trip or daily tour. This target group is highly susceptible to different kind
Tourists & Visitors
Many people have their very first experience with e-mobility on their holiday, like participating in a segway sightseeing, lending pedelecs to facilitate cycling against headwinds at the coast, or renting an electric car to be flexible in the choice of destinations during the stay
The target group of tourists and visitors are potential users, who primarily lend or rent electrarrive with their own vehicle. Tourists and visitors will on driving an electric vehicle. They are furthermore multipliers of
. The image of a city can be positively pushed by operating ces, as well as pedelec or e-car rentals. Moreover,
guests can be used by citizens as well. As sustainable tourism tance, electric mobility can be one component of the sustainable tourism
Tourists are looking for a comfortable, ecological and individual mobility option when renting a car, a pedelec or even a seniormobile for disabled. Electric scooters or mountain bikes can be
oriented or sports activities, while rickshaws, segways or e-cargo bikes are predominantly used for sightseeing or shuttle services within the scope of events.
Different type of tourists and visitors can be distinguished:
Singles, couples and families are lending, renting cars or pedelecs, using free floating carsharing or participate in segway or rickshaw sightseeing tours
© Dortmund Agentur
14
and the fun of car driving is rejected by the majority. This user group is primarily living in the urban space and does have a high level of education and income. The people of the second group are also having a positive attitude towards environmentally friendliness. They are very
ansport (innoZ 2013).
businesses and institutions will be and can be chosen for the
is highly susceptible to different kinds of financial
mobility on their holiday, like participating in to facilitate cycling against headwinds at the coast, or
renting an electric car to be flexible in the choice of destinations during the stay while vacation.
who primarily lend or rent electric Tourists and visitors will be given
are furthermore multipliers of d by operating an electric vehicle
Moreover, the rental services guests can be used by citizens as well. As sustainable tourism is gaining
tance, electric mobility can be one component of the sustainable tourism
Tourists are looking for a comfortable, ecological and individual mobility option when renting a ooters or mountain bikes can be
cargo bikes are predominantly used for sightseeing or shuttle services within the scope of events.
lending, renting cars or pedelecs, using free floating
mund Agentur
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
• Sporty tourists are mainly younger persons using edriving long distances by pedelc
• Elderly and disabled peoplebeing mobile individually for their daily activities. They demand seniormobiles, as well as all other types of electric vehicles.
• Business people using all kind of electric vehicles for professional private usage.
electric mobility in smaller cities
are mainly younger persons using e-bikes for climb up mountains, by pedelc
Elderly and disabled people will be offered an alternative, environmental friendly way of being mobile individually for their daily activities. They demand seniormobiles, as well as all other types of electric vehicles.
using all kind of electric vehicles for professional
15
ikes for climb up mountains,
will be offered an alternative, environmental friendly way of being mobile individually for their daily activities. They demand seniormobiles, as well as
using all kind of electric vehicles for professional ways as well as for
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
4 Target Group- Oriented Campaigns
Because of the diversity of user groups and wealth, it is necessary to focus relevant potential user group. Currentlycampaigns for electric mobility. Therefore a more general literature evaluated concerning the promotionsuccessful examples in this field
This chapter highlights the targetgroups accordingly. While section 4measures that serve as best practicearts of campaigning for the special modes of transport
4.1 Examples of Different Campaigns for E
Depending on the profile of the initiating body, there are various goals and expectations regarding the outcome of a campaign.acceptance and public awareness of the new forms of mobility amongst citizens.goal from the municipality´s side is to influence mobility behaviour of the and to achieve paradigm shift. The aspects of a private company are similar in terms of catching the interest of potential users, since providinprerequisite for a successful market penetration.
In general, a campaign can be successful once it target groups by promoting the benefits of such alternative modesFrom the retailers´ point of view, a quantitative evaluation may be possible through the number of sold e-vehicles or registered customers. The municipalities can evaluate the outcome of such mobility actions through the number of tripsecond indicator is already the result of shifting between transport modes.these campaigns was to achieve a paradigm shift from a conventional vehicle to an environmentally friendly mode of transport.
The following posters show good examples of successful campaigns in different segments of emobility, for different target groups, both with rental and purchase in focus. They are followed byTable 3 with a brief summary of all measures.
electric mobility in smaller cities
Oriented Campaigns
Because of the diversity of user groups alternating in terms of reasons for using, age, lifestyle sary to focus on promotion, campaigns and events addressing
relevant potential user group. Currently, no studies exist with respect to exactcampaigns for electric mobility. Therefore a more general literature has been
the promotion and campaigning innovations, completed with successful examples in this field.
highlights the target-oriented promotion, campaigns and events to the special user ection 4.1 introduces seven examples of already implemented
practices, section 4.2 summarizes the main features of the various for the special modes of transport.
Examples of Different Campaigns for E -mobility
nding on the profile of the initiating body, there are various goals and expectations regarding the outcome of a campaign. The overall aim of these campaigns acceptance and public awareness of the new forms of mobility amongst citizens.goal from the municipality´s side is to influence mobility behaviour of the dedicatedand to achieve paradigm shift. The aspects of a private company are similar in terms of catching the interest of potential users, since providing information about the new vehicles is a prerequisite for a successful market penetration.
In general, a campaign can be successful once it meets the specific needs of the addressed promoting the benefits of such alternative modes and giving
From the retailers´ point of view, a quantitative evaluation may be possible through the number vehicles or registered customers. The municipalities can evaluate the outcome of such
mobility actions through the number of trips, or the share of all trips made by esecond indicator is already the result of shifting between transport modes. The overall aim of these campaigns was to achieve a paradigm shift from a conventional vehicle to an
mode of transport.
The following posters show good examples of successful campaigns in different segments of emobility, for different target groups, both with rental and purchase in focus. They are followed by
with a brief summary of all measures.
16
in terms of reasons for using, age, lifestyle addressing each
with respect to exact target oriented has been sighted and completed with some
oriented promotion, campaigns and events to the special user already implemented
the main features of the various
mobility
nding on the profile of the initiating body, there are various goals and expectations overall aim of these campaigns is to increase
acceptance and public awareness of the new forms of mobility amongst citizens. A more specific dedicated target groups
and to achieve paradigm shift. The aspects of a private company are similar in terms of catching g information about the new vehicles is a
meets the specific needs of the addressed ing them incentives.
From the retailers´ point of view, a quantitative evaluation may be possible through the number vehicles or registered customers. The municipalities can evaluate the outcome of such
s, or the share of all trips made by e-vehicles – the The overall aim of
these campaigns was to achieve a paradigm shift from a conventional vehicle to an
The following posters show good examples of successful campaigns in different segments of e-mobility, for different target groups, both with rental and purchase in focus. They are followed by
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
General Aim of the Campaign: shift from car to environmentally friendly mode; provide mobility for new segments of society
Main Content of Measure: continuous monitoring over a monthevaluation by mobility diaries completed (20 locals involved)encourage senior citizens to use pedelecs on daily trips by showing benefits of being mobile (offering independence from drivers as passenger)
Incentives: free test bikes are provided for all users for a week with information (maintenance, charging, riding)
Service provider/ participating associationsCity of Graz, ELTIS, Energie Steiermark
Promotion Medium: homepage, social media (youtube)
Active Access – Pedelec testing for senior citizens
Promoted Transport Mode: pedelec (purchase)
Target Group: senior- and middle-aged citizens
Profile of Campaign: society-oriented
Addressed Trip Purpose: home-shopping; home-work; recreation (leisure)
Location: Graz, Austria
Sponsor of Project: pilot project funded by EU
Outcome of the Campaign:great success officially confirmed: both qualitative and quantitative results (e.g. 46 % of all trips made by pedele; catchment area of non-car-users increased)
electric mobility in smaller cities
http://w w w .eltis.org/index.php?id=13&study_id=2935
General Aim of the Campaign: shift from car to environmentally friendly mode; provide mobility for new segments of society
continuous monitoring over a monthevaluation by mobility diaries completed (20 locals involved)encourage senior citizens to use pedelecs on daily trips by showing benefits of being mobile (offering independence from drivers as passenger)
free test bikes are provided for all users for a week with information (maintenance, charging, riding)
Service provider/ participating associations : City of Graz, ELTIS, Energie Steiermark
homepage, social media (youtube)
Active Access – Pedelec testing for senior citizens
pedelec (purchase)
senior- and middle-aged citizens
society-oriented
home-shopping; home-work; recreation (leisure)
pilot project funded by EU
great success officially confirmed: both qualitative and quantitative results (e.g. 46 % of all trips made by pedele; catchment area of non-car-users increased)
17
Source: http://w w w .eltis.org/index.php?id=13&study_id=2935
encourage senior citizens to use pedelecs on daily trips by showing benefits of being mobile
free test bikes are provided for all users for a week with information (maintenance, charging, riding)
Active Access – Pedelec testing for senior citizens
great success officially confirmed: both qualitative and quantitative results (e.g. 46 % of all trips made by
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
http://w w w .aachen.de/DE/stadt_buerger/verkehr_strasse/verkehrskonzepte/elektromobilitae
Incentives: free delivery and pick-up service with all equipments during the test weekparticipation up to 5 e-bikes is free of charge free technical instruction on site support program completed with financial incentive from STAWAG
Service provider/ participating associationsCity of Aachen, StädteRegion Aachen, STAWAG, IHK, Radstation Wabe e.V.
Promotion Medium: flyer (private); posters (public)
Location: Aachen and agglomeration, Germany
General Aim of the Campaign:
E-Bike Test Weeks for Companies
Promoted Transport Mode: e-bike (rental)
Target Group: business customers (companies and institutes)
Profile of Campaign: society-oriented
Addressed Trip Purpose: home-work; work-work
Outcome of the Campaign:high customer satisfaction documented - experience available on the homepage
Main Content of Measure: convince business customers to offer e-bike sharing for commuting due to its extended rangecompanies can apply for free pedelec test weeks (Monday-Friday) with a likely extension to the weekend
Sponsor of Project: financed by project partners
electric mobility in smaller cities
http://w w w .aachen.de/DE/stadt_buerger/verkehr_strasse/verkehrskonzepte/elektromobilitaet/e-bike/Flyer_Pedelec-Testw ochen.pdf
free delivery and pick-up service with all equipments during the test weekparticipation up to 5 e-bikes is free of charge
support program completed with financial incentive from STAWAG
Service provider/ participating associations : City of Aachen, StädteRegion Aachen, STAWAG, IHK, Radstation Wabe e.V.
flyer (private); posters (public)
Aachen and agglomeration, Germany
General Aim of the Campaign: shift from conventional bikes and cars to e-bike (share)
E-Bike Test Weeks for Companies (E-Bike Testwochen für Betriebe)
e-bike (rental)
business customers (companies and institutes)
society-oriented
home-work; work-work
high customer satisfaction documented - experience available on the homepage
convince business customers to offer e-bike sharing for commuting due to its extended rangecompanies can apply for free pedelec test weeks (Monday-Friday) with a likely extension to the weekend
financed by project partners
18
Source: http://w w w .aachen.de/DE/stadt_buerger/verkehr_strasse/verkehrskonzepte/elektromobilitae
t/e-bike/Flyer_Pedelec-Testw ochen.pdf
shift from conventional bikes and cars to e-bike (share)
convince business customers to offer e-bike sharing for commuting due to its extended rangecompanies can apply for free pedelec test weeks (Monday-Friday) with a likely extension to the weekend
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
Outcome of the Campaign:ongoing measureno published results but so far customer satisfacton and high public interest
Main Content of Measure: e-mobility station & info center is built by VW working principle, technical performance and benefits of buying the e-car emphasizedinteractive platform established on the official homepage for FAQ articles and infos provided about environment apps developed for optimized travel
Incentives: e-bike is offered as prize of a competition published on the homepagee-up! (e-car) owners can rent conventional VW cars for long distance trips with special conditions test driving - evaluation and experience of users
Service provider/ participating associations
Promotion Medium: permanent e-mobility station, social media, TV commercial, info broschures
Location: Wolfsburg, Germany
Sponsor of Project: financed by private automaker
General Aim of the Campaign: shift from regular cars to e-cars (business customers: fleet)increase acceptance of e-mobility
Promoted Transport Mode: e-car (purchase)
Target Group: both private and business customers
Profile of Campaign: environment-oriented
Addressed Trip Purpose: all trip purposes
electric mobility in smaller cities
Source: http://emobility.volksw agen.de/de/de/private/Idee.html
no published results but so far customer satisfacton and high public interest
e-mobility station & info center is built by VW working principle, technical performance and benefits of buying the e-car emphasizedinteractive platform established on the official homepage for FAQ articles and infos provided about environment apps developed for optimized travel
e-bike is offered as prize of a competition published on the homepagee-up! (e-car) owners can rent conventional VW cars for long distance trips with special conditions test driving - evaluation and experience of users
Service provider/ participating associations : Volkswagen
permanent e-mobility station, social media, TV commercial, info broschures
financed by private automaker
General Aim of the Campaign: shift from regular cars to e-cars (business customers: fleet)increase acceptance of e-mobility
Volkswagen e-mobility
e-car (purchase)
both private and business customers
environment-oriented
all trip purposes
19
Source: http://emobility.volksw agen.de/de/de/private/Idee.html
working principle, technical performance and benefits of buying the e-car emphasized
e-up! (e-car) owners can rent conventional VW cars for long distance trips with special conditions
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
General Aim of the Campaign: enhance paradigm shift from conventional car
Main Content of Measure: increase acceptance through the detailed introduction of daily usagedevelopment and testing of infrastructure and vehiclevideo promotion satisfy each target group`s preferences by emphasizing specific features (e.g.: environmental aspects, cost aspects, "cool")
Incentives: -
Service provider/ participating associationsModel region Rhein-Ruhr (several energy suppliers and private companies)
Promotion Medium: flyer, promotion video at homepage
Location: model region in Rhein-Ruhr, Germany
Sponsor of Project: financed by Federal Ministry of Transport, Building and Urban Development (BMVBS)
Outcome of the Campaign:not published yet
E-Mobil NRW Climate Protection in Road Traffic (E-Mobil NRWKlimaschutz im Straßenverkehr)
Promoted Transport Mode: e-car, e-scooter (purchase and sharing)
Target Group: all members of middle class families
Profile of Campaign: emotion-oriented (personal experience provided)
Addressed Trip Purpose: all trip purposes
electric mobility in smaller cities
General Aim of the Campaign: enhance paradigm shift from conventional car
increase acceptance through the detailed introduction of daily usagedevelopment and testing of infrastructure and vehiclevideo promotion satisfy each target group`s preferences by emphasizing specific features (e.g.: environmental aspects, cost aspects, "cool")
Service provider/ participating associations : Model region Rhein-Ruhr (several energy suppliers and private companies)
flyer, promotion video at homepage
model region in Rhein-Ruhr, Germany
financed by Federal Ministry of Transport, Building and Urban Development (BMVBS)
E-Mobil NRW Climate Protection in Road Traffic (E-Mobil NRWKlimaschutz im Straßenverkehr)
e-car, e-scooter (purchase and sharing)
all members of middle class families
emotion-oriented (personal experience provided)
all trip purposes
Source: http://w w w .emobil-nrw .de/
20
video promotion satisfy each target group`s preferences by emphasizing specific features
financed by Federal Ministry of Transport, Building and Urban Development (BMVBS)
Source: http://w w w .emobil-nrw .de/
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
General Aim of the Campaign: shift from communal cars to e-car
Main Content of Measure: test week for commuters provided to gain "self-experience" 30 e-cars for a 5-day-long test week for 70 participantsexperience of users published and updatedreduced costs and general benefits of daily usage emphasized vs. car (petrol)
Sponsor of Project: sponsored by federal association with manufacturers
Outcome of the Campaign:great success: positive feedback after the campaignhigh interest is officially confirmed (3200 applicants for 30 e-cars)
Promotion Medium: homepage, radio, social media (twitter), newspaper
Location: Frankfurt, Wiesbaden, Grebenstein, Hessen, Germany
Promoted Transport Mode: e-car (purchase)
Target Group: (private) commuters
Profile of Campaign: emotion-oriented (personal experience provided)
Addressed Trip Purpose: home-work; work-work
Incentives: -
Service provider/ participating associationsFederal Association of eMobility (Bundesverband eMobilität e.V.), Hessian Provincial Government (Hessische Landesregierung), TÜV Hessen, City of Frankfurt (Frankfurt eMobil)
electric mobility in smaller cities
eCommuter (ePendler)
General Aim of the Campaign: shift from communal cars to e-car
test week for commuters provided to gain "self-experience" 30 e-cars for a 5-day-long test week for 70 participantsexperience of users published and updatedreduced costs and general benefits of daily usage emphasized vs. car (petrol)
sponsored by federal association with manufacturers
great success: positive feedback after the campaignhigh interest is officially confirmed (3200 applicants for 30 e-cars)
Source: http://w w w .bem-ev.de/projekte/ependler/
homepage, radio, social media (twitter), newspaper
Frankfurt, Wiesbaden, Grebenstein, Hessen, Germany
e-car (purchase)
(private) commuters
emotion-oriented (personal experience provided)
home-work; work-work
Service provider/ participating associations : Federal Association of eMobility (Bundesverband eMobilität e.V.), Hessian Provincial Government (Hessische Landesregierung), TÜV Hessen, City of Frankfurt (Frankfurt eMobil)
21
Source: http://w w w .bem-ev.de/projekte/ependler/
Federal Association of eMobility (Bundesverband eMobilität e.V.), Hessian Provincial Government
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
Outcome of the Campaign:ongoing measure no published results but so far customer satisfacton and high public interest
Promotion Medium: homepage, social media (facebook, twitter, youtube)
Location: Baden-Baden, Heidelberg, Karlsruhe (also other locations from segway point), Germany
Sponsor of Project: financed by project partners
Main Content of Measure: provide fun-oriented sight seeing tour completed with quick introduction of the main functions conditions of use: max no.of participants (10), age, driving license, max.weightextra seasonal tours (culinary, e-Card rail tour for private purposes
Incentives: gift vouchers with no expiration date, free drinks from one partner50 % cost refunding in case of unsatisfactionspecial service for business customers: pick-up, one-way tours, adapted corporate identity on segways
Service provider/ participating associationsSegway point Baden-Baden; (ADAC & private sponsors)
General Aim of the Campaign: promote new mobility form increase acceptance in society
Promoted Transport Mode: segway (rental)
Target Group: tourists (individuals or groups), business customers
Profile of Campaign: fun-oriented
Addressed Trip Purpose: recreation (leisure)
electric mobility in smaller cities
Source: http://w w w .city-seg.de/
no published results but so far customer satisfacton and high public interest
homepage, social media (facebook, twitter, youtube)
Baden-Baden, Heidelberg, Karlsruhe (also other locations from segway point), Germany
financed by project partners
provide fun-oriented sight seeing tour completed with quick introduction of the main functions conditions of use: max no.of participants (10), age, driving license, max.weightextra seasonal tours (culinary, e-Card rail tour for private purposes
gift vouchers with no expiration date, free drinks from one partner50 % cost refunding in case of unsatisfactionspecial service for business customers: pick-up, one-way tours, adapted corporate identity on segways
Service provider/ participating associations : Segway point Baden-Baden; (ADAC & private sponsors)
General Aim of the Campaign:
Cityseg… Experience the City (Cityseg... erfahre die Stadt)
segway (rental)
tourists (individuals or groups), business customers
fun-oriented
recreation (leisure)
22
Source: http://w w w .city-seg.de/
Baden-Baden, Heidelberg, Karlsruhe (also other locations from segway point), Germany
provide fun-oriented sight seeing tour completed with quick introduction of the main functions
special service for business customers: pick-up, one-way tours, adapted corporate identity on segways
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
Promotion Medium: poster, homepage, social media
Location: Bologna, Italy
Sponsor of Project: costs covered by own resources
Outcome of the Campaign:initiative caught dealers´ attention, already a regular service - organized city tour
General Aim of the Campaign: revitalization/socialization of the donwtown cleaner, safer, environmental-friendly citypromote alternative public transport show limited public transport supply in the city centre
Main Content of Measure: group of active citizens initiate on own costs a sight-seeing in the historical cityhitching a ride is allowed for everyonenew jobs are provided for students, unemployed
Incentives: citizens can support a purchase of more vehicles by donationsFriday and Saturday night: also free transport in the city
Service provider/ participating associationsgroup of volunteers and activists (Primavera Urbana)
Promoted Transport Mode: e-rickshaw (rental with driver)
Target Group: local citizens, tourists
Profile of Campaign: fun-oriented
Addressed Trip Purpose: home-others
electric mobility in smaller cities
Source: http://w w w .bi-bo.it/tarif fe/
poster, homepage, social media
costs covered by own resources
initiative caught dealers´ attention, already a regular service - organized city tour
General Aim of the Campaign: revitalization/socialization of the donwtown cleaner, safer, environmental-friendly citypromote alternative public transport show limited public transport supply in the city centre
group of active citizens initiate on own costs a sight-seeing in the historical cityhitching a ride is allowed for everyonenew jobs are provided for students, unemployed
citizens can support a purchase of more vehicles by donationsFriday and Saturday night: also free transport in the city
Service provider/ participating associations : group of volunteers and activists (Primavera Urbana)
BI-BO
e-rickshaw (rental with driver)
local citizens, tourists
fun-oriented
home-others
23
Source: http://w w w .bi-bo.it/tarif fe/
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
Table 3: Overview of Best Pr actices in the field of e
Promoted Transport
ModeName of Campaign
Profile of Campaign
pedelec (purchase)
Active Access Pedelec testing for senior citizens
society-oriented
e-bike (rental)
E-Bike Test Weeks for Companies (E-Bike Testwochen für Betriebe)
society-oriented
e-car (purchase)
Volkswagen e-mobility
environment-oriented
e-car, e-scooter (purchase and sharing)
E-Mobil NRW Climate Protection in Road Traffic (E-Mobil NRW Klimaschutz im Straßenverkehr)
emotion-oriented
e-car (purchase)
eCommuter (ePendler)emotion-oriented
segway (rental)
Cityseg… Experience the City (Cityseg... erfahre die Stadt)
fun-oriented
e-rickshaw (rental with driver)
BI-BO fun-oriented
actices in the field of e -mobility
Profile of Campaign
Service provider LocationTarget Group Purpose
City of Graz Graz (AT)senior citizens
home-shopping home-workrecreation
City of AachenAachen &agglomeration (DE)
business customers
home-workwork-work
environment-Volkswagen Wolfsburg (DE)
private & business customers
all trip purposes
Model region Rhein-Ruhr
model region Rhein-Ruhr (DE)
middle class families
all trip purposes
Federal Association eMobility (Bundesverband eMobilität e.V.)
Frankfurt, Wiesbaden, Grebenstein, Hessen (DE)
(private) commuters
home-workwork-work
fun-orientedSegway point Baden-Baden
Baden-Baden, Heidelberg, Karlsruhe (DE)
tourists business customers
recreation
fun-oriented Primavera Urbana Bologna (IT)local citizens tourists
home-others
TripPurpose
Outcome of the Campaign
home-shopping home-workrecreation
successful
home-workwork-work
successful
all trip purposes not published yet
all trip purposes not published yet
home-workwork-work
successful
recreation not published yet
home-others successful
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
4.2 Main Characteristics of
The following section sums up some sighted emobility campaigns differentiated between the various modes of transport. The above mentioned examples of practice as well as flyers, brochures and homepages of different kind of maanalysed.
The example of the German car manufacturer Volkswagen technical features such as range and regenerative braking also have to be emphasized besides the environmental benefits that an eno emphasis on a particular target group, but general with all trip purposes. The example of VW shows, that apart from the temporary campaigns, permanent promotions have to be provided on the homepage in order to convince customers and to ease the market peThe car manufacturer Renault is advertising its Renault Zoe as an emissionwhich is clean and favourable, while Mitsubishi is promoting its i Miev with technical and driving facts, lower noise emission, soft and powerful starting, without focusing on special kind of target group except technological savvy persons
A successful campaign of e-carsharing is represented by oriented campaign focusing on ththis term is already known from conventional carsharing. Also carsharing, but does not mention its electric vehicles and special user groups within the potential sharing fleet users.6 The Deutsche BahnFlinkster, for tourists discovering nature and excursion destinations by innovative eemissions and noise, but with comfort, functionality and innovaticoncept of promotion is approached by company is advertising its mobility concept on its homepage as being practical, flexible and environmentally friendly, whereas no spcarsharing for private as well as electric caris not dedicated to a specific target group, but prices are tailored to the special needs of students, occasional and frequent different target groups by offering different types of cars that fit to the customers’ wishes
The general aim of campaigns promoting pedelecs is overcoming the obstacles of a hilly areainconveniences. By the promotion of usage on
5 Advertised in Deutsche Bahn magazine; 6 www.drive-carsharing.com 7 www.flinkster.de 8 www.multicity-carsharing.de/ 9 www.moveabout.com
tric mobility in smaller cities
Main Characteristics of Different E- mobility Campaigns
The following section sums up some sighted emobility campaigns differentiated between the various modes of transport. The above mentioned examples of practice as well as flyers, brochures and homepages of different kind of manufacturers, providers or dealers have been
The example of the German car manufacturer Volkswagen (VW) shows, that the specific technical features such as range and regenerative braking also have to be emphasized besides the environmental benefits that an e-car can bring. By the campaign of Volkswagen there was no emphasis on a particular target group, but on both individual and business customers in general with all trip purposes. The example of VW shows, that apart from the temporary campaigns, permanent promotions have to be provided on the homepage in order to convince customers and to ease the market penetration. The outcome is therefore difficult to evaluate. The car manufacturer Renault is advertising its Renault Zoe as an emissionwhich is clean and favourable, while Mitsubishi is promoting its i Miev with technical and driving
lower noise emission, soft and powerful starting, without focusing on special kind of target group except technological savvy persons.5
carsharing is represented by E-Mobil NRW – it is an emotion oriented campaign focusing on the paradigm shift from possessing a car to share the vehicle this term is already known from conventional carsharing. Also Drive-Carsharingcarsharing, but does not mention its electric vehicles and special user groups within the potential
Deutsche Bahn is promoting its electric carsharing servicefor tourists discovering nature and excursion destinations by innovative e
emissions and noise, but with comfort, functionality and innovative technology.concept of promotion is approached by Multicity, the electric carsharing provider of Citrocompany is advertising its mobility concept on its homepage as being practical, flexible and environmentally friendly, whereas no special user groups are addressed.8 Moveaboutcarsharing for private as well as electric cars for business customers and fleetsis not dedicated to a specific target group, but prices are tailored to the special needs of
sional and frequent private and business drivers.9 The concept is addressing different target groups by offering different types of cars that fit to the customers’ wishes
The general aim of campaigns promoting pedelecs is to increase the mobility of socieovercoming the obstacles of a hilly area or special weather conditions and
By the promotion of usage on a daily basis, all users were actively involved.
Deutsche Bahn magazine; www.renault.de/ZOE, a flyer of I Miev; www.imiev.de
mobility Campaigns
The following section sums up some sighted emobility campaigns differentiated between the various modes of transport. The above mentioned examples of practice as well as flyers,
nufacturers, providers or dealers have been
shows, that the specific technical features such as range and regenerative braking also have to be emphasized besides
car can bring. By the campaign of Volkswagen there was on both individual and business customers in
general with all trip purposes. The example of VW shows, that apart from the temporary campaigns, permanent promotions have to be provided on the homepage in order to convince
netration. The outcome is therefore difficult to evaluate. The car manufacturer Renault is advertising its Renault Zoe as an emission-free family car, which is clean and favourable, while Mitsubishi is promoting its i Miev with technical and driving
lower noise emission, soft and powerful starting, without focusing on special kind of target
it is an emotion e paradigm shift from possessing a car to share the vehicle –
Carsharing is promoting carsharing, but does not mention its electric vehicles and special user groups within the potential
is promoting its electric carsharing service, called e-for tourists discovering nature and excursion destinations by innovative e-car without
ve technology.7 A similar , the electric carsharing provider of Citroën. The
company is advertising its mobility concept on its homepage as being practical, flexible and Moveabout offers e-
and fleets. The homepage is not dedicated to a specific target group, but prices are tailored to the special needs of
The concept is addressing different target groups by offering different types of cars that fit to the customers’ wishes.
to increase the mobility of society by and their perceived
users were actively involved.
flyer of I Miev; www.imiev.de
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
The target groups of these campaigns are the daily commuters and in the phase of market launch, pedelecs were directed for the 60+ target group. But the average age of pedelec users has been decreasing in recent years. Nowadays advertising agencies are focusing more on the so-called group of to push family-compatible pedelecs. attracted, since pedelec was set to be a competitor of a car within a certain commuting distancethrough its wider range. Besides the conventional cyclists are easier
Concerning electric motorbikes and scooters, range and battery, but design playscases is also mentioned, but nmotorbike user groups.11
Segways and rickshaws are promoted by funsides – mainly for leisure activities as trip purpose. But the target groups are also the business customers, since it fits to the profile of a company for providing “after work activities”. So far, guided segway tours have more succeparticipants. Currently, many cities offering fun sightseeing tours by segways like the german cities of Münster, Lübeck, Berlin or the Danish capital Copenhagen. Sometimes, as in the case of Copenhagen shows, age or weight limits (over 12 years; between 45 and 117 kg) are given for users, completed with recommendation due to safety reasons, like pregnant women should not use segways. Further user group segmentation Factory is selling its electric rickshaw with its uniqueness and its “exotic flavour” for private as well as for professional customers. A lot of space for cargo load, high reliability and low maintenance and operational costs with more mileage are offeredlower price component are predominantly concentrating on tourists and small mobile shops as well as event managers.13
The analysed examples show a veryoffers. Until today there is no final assessment about the user segments of each mode.
10 The selection of target groups (commuters and the elderly people) correspondsUrbanczyk, Fenton, Dufour 2011. In fact, awomen. 11 www.innoscooter.de; www.my-elli.com12 www.tourscph.com 13 www.tuktukfactory.com
electric mobility in smaller cities
target groups of these campaigns are the daily commuters and the senior citizensin the phase of market launch, pedelecs were directed for the 60+ target group. But the average age of pedelec users has been decreasing in recent years. Nowadays advertising agencies are
called group of LOHAS (Lifestyle of Health and Sustainability) and tries compatible pedelecs. Amongst the daily commuters, the car drivers were
attracted, since pedelec was set to be a competitor of a car within a certain commuting distance. Besides the so-called “habitual car drivers” (Urbanczyk 2011)
easier to convince to use pedelecs.
Concerning electric motorbikes and scooters, manufacturers mainly provide facts plays an important role as well. The lower noise operation in some
, but no special target groups are addressed within the
Segways and rickshaws are promoted by fun-oriented campaigns from both purchase and rental mainly for leisure activities as trip purpose. But the target groups are also the business
customers, since it fits to the profile of a company for providing “after work activities”. So far, guided segway tours have more success than the private purchase concerning the number of participants. Currently, many cities offering fun sightseeing tours by segways like the german cities of Münster, Lübeck, Berlin or the Danish capital Copenhagen. Sometimes, as in the case
shows, age or weight limits (over 12 years; between 45 and 117 kg) are given for users, completed with recommendation due to safety reasons, like pregnant women should not use segways. Further user group segmentation has not been undertaken.
is selling its electric rickshaw with its uniqueness and its “exotic flavour” for private as well as for professional customers. A lot of space for cargo load, high reliability and low maintenance and operational costs with more mileage are offered. The funlower price component are predominantly concentrating on tourists and small mobile shops as
The analysed examples show a very differentiated picture of advertising the electric supply and offers. Until today there is no final assessment about the user segments of each mode.
The selection of target groups (commuters and the elderly people) corresponds
Urbanczyk, Fenton, Dufour 2011. In fact, amongst senior citizens, the campaigns targeted to address the
elli.com or www.brammo.com
26
the senior citizens10. While in the phase of market launch, pedelecs were directed for the 60+ target group. But the average age of pedelec users has been decreasing in recent years. Nowadays advertising agencies are
LOHAS (Lifestyle of Health and Sustainability) and tries mongst the daily commuters, the car drivers were
attracted, since pedelec was set to be a competitor of a car within a certain commuting distance (Urbanczyk 2011), the
provide facts about speed, he lower noise operation in some
addressed within the scooter or
h purchase and rental mainly for leisure activities as trip purpose. But the target groups are also the business
customers, since it fits to the profile of a company for providing “after work activities”. So far, ss than the private purchase concerning the number of
participants. Currently, many cities offering fun sightseeing tours by segways like the german cities of Münster, Lübeck, Berlin or the Danish capital Copenhagen. Sometimes, as in the case
shows, age or weight limits (over 12 years; between 45 and 117 kg) are given for users, completed with recommendation due to safety reasons, like pregnant women should
not been undertaken.12 The Tuk Tuk is selling its electric rickshaw with its uniqueness and its “exotic flavour” for private as
well as for professional customers. A lot of space for cargo load, high reliability and low . The fun-oriented feature and
lower price component are predominantly concentrating on tourists and small mobile shops as
differentiated picture of advertising the electric supply and offers. Until today there is no final assessment about the user segments of each mode.
to the study of mongst senior citizens, the campaigns targeted to address the
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
5 The MunicipalitiesGroups
Based on the theoretical influencing parameters chapter deals with the municipalities’ scope of action.local circumstances aimed at supporting electro mobility. mobility providers or vehicle dealerspromotion and campaigns for electric vehicles. coming up, what electric modes fit into thepotential target group has to be campaigns on the advantages Compatibility with the personal values and needs depending on the personal frameworknational conditions have to be the different fields of action.
The guaranteed political support is campaigns (Institute for Transport especially the mayor and his head officials. its existing fleet, or if people see the mayimage and has an exemplary effectand bikes increases visibility like the strategically developed public charging infrastructure does.
Municipalities may slowly change the individual mobility behaviourfriendly attitude by increasing awareness of hasustainable. Towns and cities can increase information flow about electric mobility and its advantages. Flyer, poster and reports in different kindinformation points or mobility stations may spread knowledge. collection of information about all activities concerning the sustainability of the city. municipalities establish mobility managementoptions. Cities can offer information and contact persons via events in hotels, research institutes and shopping center. Performing wcitizens may be a starting point of establishing Wuppertal, in the Ruhr region.14
provision of free test rides for a certain time period by providers. Any events focusing sustainability, lthe potential of e-mobility.
Cities might offer electric mobility options and infrastructure, for example infrastructure for bikes or cars. Secure bikefeeling comfortable while riding pedelecthe cleaning of lanes from dirt, leaves, snow and ice. Bike racks in terms of safeand vandalism as well as a covered
14 www.emobil.wuppertal-aktiv.de
electric mobility in smaller cities
unicipalities ´ Scope of Action to A ddress
influencing parameters and the various types of campaigning this municipalities’ scope of action. Cities can have an active influence on
local circumstances aimed at supporting electro mobility. Besides the automotive manufacturers, dealers, municipalities – like in the ELMOS project
promotion and campaigns for electric vehicles. But before starting campaigns, the question is what electric modes fit into the local traffic and environmental policy,
has to be addressed. Municipalities should focus their promotion and that electric vehicles have for the special target groups.
sonal values and needs depending on the personal frameworkto be demonstrated (Peters, Popp et al. 2011). Figure 3 is summarizing
The guaranteed political support is inevitable for initiating and realizing measures and ransport Studies 2010). Therefore it is crucial to convince politicians
head officials. If the municipality is integrating electric vehicles into g fleet, or if people see the mayor riding a pedelec, these activities may improve the
has an exemplary effect. The replacement of the traditional car fleet and bikes increases visibility like the strategically developed public charging infrastructure does.
Municipalities may slowly change the individual mobility behaviour into a more environmental friendly attitude by increasing awareness of handling environmental resources responsible and
Towns and cities can increase information flow about electric mobility and its advantages. Flyer, poster and reports in different kinds of media, information at tourist
ity stations may spread knowledge. New residents might get a collection of information about all activities concerning the sustainability of the city.
ities establish mobility management to inform people about different kinds of mobility Cities can offer information and contact persons via events in hotels, research institutes
Performing workshops and roundtables involving e-mobility may be a starting point of establishing e-mobility networks like e.g. in the city of
14 The spread of information has to be completed with the provision of free test rides for a certain time period by municipalities, automakers or service
Any events focusing sustainability, lifestyle, technology etc. are opportunities to show
electric mobility options and infrastructure, for example public charging cars. Secure bike lanes in terms of width, curvature and
feeling comfortable while riding pedelecs. Besides the development of infrastructurelanes from dirt, leaves, snow and ice. Bike racks in terms of safe
covered protection against rain and snow will make
aktiv.de, http://ruhrmobil-e.de/
27
ddress Target
and the various types of campaigning this ities can have an active influence on
automotive manufacturers, like in the ELMOS project – can set
But before starting campaigns, the question is local traffic and environmental policy, and which
unicipalities should focus their promotion and the special target groups.
sonal values and needs depending on the personal framework, and Figure 3 is summarizing
for initiating and realizing measures and . Therefore it is crucial to convince politicians,
If the municipality is integrating electric vehicles into or riding a pedelec, these activities may improve the
the traditional car fleet with electric cars and bikes increases visibility like the strategically developed public charging infrastructure does.
into a more environmental ndling environmental resources responsible and
Towns and cities can increase information flow about electric mobility and its of media, information at tourist
New residents might get a collection of information about all activities concerning the sustainability of the city. Some
to inform people about different kinds of mobility Cities can offer information and contact persons via events in hotels, research institutes
mobility experts and like e.g. in the city of
has to be completed with the automakers or service
ifestyle, technology etc. are opportunities to show
public charging lanes in terms of width, curvature and signs will help
the development of infrastructure, it includes lanes from dirt, leaves, snow and ice. Bike racks in terms of safety against theft
against rain and snow will make people feel
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
better when using and locking demonstrates an adequate answer to theft problemsgarages.
Towns and cities might foster mlocal employers and great visitor spread information about their suppladministration as a huge employer employees. They might also provide information for ccarpooling because of saving parking space, enhancing health of the employees by riding a pedelec instead of a car and gaining a positive image as being awarEngagement of media when realizing measures the companies.
Municipalities can offer incentives for enature-sensitive areas or pedestrian zones for electric commercial vehicles, offer cost free parking or even charging for electric vehicles.providers may be offered when existing or planned fleet or building charging infrastructurefunding programs, provision e-additionally support the local market penetration.
Figure 3: Municipals´ Scope of action
electric mobility in smaller cities
their vehicle in public space. E.g. in the city of Münster an adequate answer to theft problems in terms of establishing guard
Towns and cities might foster mobility providers promoting and offering electric offersvisitor magnets like museums, theaters and cinemas
spread information about their supplementing supply of charging or parking infrastructureemployer may help in finding partners for e-carpooling among
They might also provide information for companies about the wing parking space, enhancing health of the employees by riding a
pedelec instead of a car and gaining a positive image as being aware of ecological matters. when realizing measures creates the possibility of cost
Municipalities can offer incentives for e-car drivers; they can release bus lanes or driving in sensitive areas or pedestrian zones for electric commercial vehicles, offer cost free
parking or even charging for electric vehicles. Financial incentives to individuals, mobility be offered when purchasing an EV or integrating electric vehicles into their
or building charging infrastructure. Participating in national research and -mobility and its necessary framework within planning rules may market penetration.
Municipals´ Scope of action to promote e- mobility (source: PTV Group)
28
.g. in the city of Münster in terms of establishing guarded bicycle
electric offers. Hugh , theaters and cinemas may support to
ly of charging or parking infrastructure. Public carpooling among
win-win situation in e-g parking space, enhancing health of the employees by riding a
of ecological matters. creates the possibility of cost-free marketing for
car drivers; they can release bus lanes or driving in sensitive areas or pedestrian zones for electric commercial vehicles, offer cost free
ncentives to individuals, mobility integrating electric vehicles into their
Participating in national research and mobility and its necessary framework within planning rules may
mobility (source: PTV Group)
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
6 Conclusions and
The general aim of e-mobility campaigns and all the measures undertaken in the recent years is the early adoption of e-vehicles. of the offered mobility option. In terms of a rental service such as ethe daily usage means to achieve an acceptable utilization of the rented vehicles per day. On the other hand, as the outcome of the purchase, the vehicle has to be employed for dai
In each case, the clear selection of group has individual preferences, and they can be engaged through the emphasis of these priorities. Besides the technical featureshealth benefits have to be emphasized in order to engage years the early adopters of electric mobility will tpurchase of an EV still holds more risks than at later times. Probably in later times a bigger variety of models will be offered, technological maturity will increase, lower prices of EVs are expected and public charging infrastructure will be more widespread.
All planned measures contribute to overcome barriers. The promotion of the campaign has to take place in a way that the interests of the targeted user group are met.target groups – citizens, businesses and institutions as well as tourists and addressed separately. Different channels will reach eachthe three superior target groupscommunication channels and various telephone contacts, advertisements or articles in newspaper, middle aged and elderly citizen as well as professional stakeholders about dicurrently addressed by promotion activities for emedia, events and homepagesinformation and hotels.
Beside the various media one can use for promoting ereasons for using or enabling factors need to be focused. Cinstitutions using cars can be addressed by saving operational While using bikes they may be persuade by improving the health and personal fitness. income groups might be interested in electric carsharing or carpooling, while more wealthy people may be convinced purchasing an electmodern character.
However, the doubts also have to be clarified even though they produce zero emissions during their operation, taking the whole prodchain into account, the disposal of batteries and is still crucial, and the electricity mix as a fuel still comes from fossil energy sources. This problem could only be solved through the development of new technologies concerning the recycling of t
electric mobility in smaller cities
Conclusions and Further R ecommendations
mobility campaigns and all the measures undertaken in the recent years is vehicles. A common feature was the promotion of usage on a daily basis
In terms of a rental service such as e-carsharing or pedelec rental, the daily usage means to achieve an acceptable utilization of the rented vehicles per day. On the other hand, as the outcome of the purchase, the vehicle has to be employed for dai
In each case, the clear selection of potential target groups has to be stated, group has individual preferences, and they can be engaged through the emphasis of these
sides the technical features of the promoted e-vehicle, all social, environmental and benefits have to be emphasized in order to engage potential users. Especially in
years the early adopters of electric mobility will take a conscious decision. This is because the V still holds more risks than at later times. Probably in later times a bigger
variety of models will be offered, technological maturity will increase, lower prices of EVs are expected and public charging infrastructure will be more widespread.
d measures contribute to overcome barriers. The promotion of the campaign has to take place in a way that the interests of the targeted user group are met. The three superior
, businesses and institutions as well as tourists and addressed separately. Different channels will reach each various types of potential usersthe three superior target groups. Once markets are defined, disseminating communication channels and various event formats have to be found. Face to face
advertisements or articles in newspaper, meeting on events might inform middle aged and elderly citizen as well as businesses and enterprises or further local
stakeholders about different mobility options. While younger persons and families, by promotion activities for e-cars and e-bikes may be directed via social
media, events and homepages. Tourists and visitors should be informed by webpages, tourist
Beside the various media one can use for promoting e-mobility, different messages concerning reasons for using or enabling factors need to be focused. Commuters, businesses and institutions using cars can be addressed by saving operational costs and improving their image
hile using bikes they may be persuade by improving the health and personal fitness. income groups might be interested in electric carsharing or carpooling, while more wealthy people may be convinced purchasing an electric car by its ecologic effects
However, the doubts also have to be clarified – the main argument against electric vehicles, that even though they produce zero emissions during their operation, taking the whole prodchain into account, the disposal of batteries and is still crucial, and the electricity mix as a fuel still comes from fossil energy sources. This problem could only be solved through the development of new technologies concerning the recycling of the old batteries, or the exclusive
29
ecommendations
mobility campaigns and all the measures undertaken in the recent years is A common feature was the promotion of usage on a daily basis
carsharing or pedelec rental, the daily usage means to achieve an acceptable utilization of the rented vehicles per day. On the other hand, as the outcome of the purchase, the vehicle has to be employed for daily activities.
target groups has to be stated, since each user group has individual preferences, and they can be engaged through the emphasis of these
, all social, environmental and Especially in following
ake a conscious decision. This is because the V still holds more risks than at later times. Probably in later times a bigger
variety of models will be offered, technological maturity will increase, lower prices of EVs are
d measures contribute to overcome barriers. The promotion of the campaign has to The three superior
, businesses and institutions as well as tourists and visitors – have to be various types of potential users within
solutions concerning ace to face- and
on events might inform or further local
While younger persons and families, bikes may be directed via social
Tourists and visitors should be informed by webpages, tourist
mobility, different messages concerning ommuters, businesses and
and improving their image. hile using bikes they may be persuade by improving the health and personal fitness. Low
income groups might be interested in electric carsharing or carpooling, while more wealthy or its innovative and
the main argument against electric vehicles, that even though they produce zero emissions during their operation, taking the whole production chain into account, the disposal of batteries and is still crucial, and the electricity mix as a fuel still comes from fossil energy sources. This problem could only be solved through the
he old batteries, or the exclusive
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
usage of renewable energy sources. It requires a longhighest level, the role of municipalities may be the appropriate communication of all aspects.
Technical savvy be it private users figures and facts about the engine and the battery. These personsemotional driving feel or acceleration.
Complex campaigns leverage multiple mediums, use a sequence of mesextended timeframe, support positioning, define a brand experience, and handle the campaign fulfillment and selling. For a broad campaign, involving different stakeholders will spread information to a broad audience. NGOs, organizations for disabled, associations for sustainable development or cyclist decreases costs for campaigning (Institute for transport studies 2010)
Generally, life change moments like the beginning of school,good time to set promotion activities as well as for new residents or daily habits and their practiced mobility patternspeople have to be approached from the earliest stage to gain better acceptance.
The more specific the targeted campaigning will beof e-mobility can be put to the prospect and raise response rates in the process.
electric mobility in smaller cities
usage of renewable energy sources. It requires a long-term environmental strategy on the highest level, the role of municipalities may be the appropriate communication of all aspects.
Technical savvy be it private users or professional branches using EVs, like to know more about figures and facts about the engine and the battery. These persons can be impressed by the
or acceleration.
Complex campaigns leverage multiple mediums, use a sequence of messages over an extended timeframe, support positioning, define a brand experience, and handle the campaign
For a broad campaign, involving different stakeholders will spread audience. Furthermore, co-operations with universities, museums, hotels,
organizations for disabled, associations for sustainable development or cyclist decreases (Institute for transport studies 2010).
life change moments like the beginning of school, university, or a new job may be a good time to set promotion activities as well as for new residents or retired daily habits and their practiced mobility patterns (Ladbury 2013). It has been concluded that
d from the earliest stage to gain better acceptance.
ed campaigning will be, the more direct messages and advantages mobility can be put to the prospect and raise response rates in the process.
30
term environmental strategy on the highest level, the role of municipalities may be the appropriate communication of all aspects.
like to know more about can be impressed by the
sages over an extended timeframe, support positioning, define a brand experience, and handle the campaign
For a broad campaign, involving different stakeholders will spread with universities, museums, hotels,
organizations for disabled, associations for sustainable development or cyclist decreases
a new job may be a people changing their
has been concluded that d from the earliest stage to gain better acceptance.
messages and advantages mobility can be put to the prospect and raise response rates in the process.
electric mobility in smaller cities
Part-financed by the European Union (European Regional Development Fund)
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