A Utility Roadmap for Expanding Customer Adoption of Electric Vehicles
Open accessAbstract
Portland General Electric (PGE) is one of only a few electric utilities in the United States actively conducting evaluations of their pilots in support of transportation electrification (TE). This article offers insights into PGE’s efforts to provide EV-related outreach and education to its customers. The article also examines interest in and use of PGE’s public charging infrastructure, particularly among transportation network company (TNC) drivers. The authors conducted an analysis of utilization data from PGE’s public charging stations to examine usage and the effectiveness of a peak pricing surcharge during peak electricity demand periods. The research pulls from additional data sources including (1) online customer surveys, (2) ride-and-drive intercept surveys, (3) and an online focus group. Findings illuminate the utility’s experience after three years of implementation and provide concrete guidance for other utilities seeking to expand customer adoption of EVs, while also exploring how pricing mechanisms can be effective at managing increased system load associated with increased EV charging. Findings also highlight the barriers environmental justice communities face with EVs and provide insights into how utilities can address misconceptions and increase awareness of the benefits of EVs for these groups.
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Limited driving range per charge and associated range anxiety are one of the biggest barriers for customers against adopting BEVs.
“In the particular case of battery electric vehicles (BEVs), the limited driving range per charge, coupled with the associated range anxiety, is one of the biggest barriers for customers today against adopting EVs [5][6][7][8][9].”
From Effect of Low Temperature on Electric Vehicle Range (2021) · cites this paper as [5]
The Introduction identifies driving range as a key EV-adoption barrier. However, §3.3.3 says range has become less of a barrier and affordability remains the greatest barrier; the Discussion likewise says battery range is becoming less of a concern. The paper does not establish that range anxiety is currently one of the biggest barriers specifically for BEV customers. (LLM, conf=0.86)
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References 5 · Cited by 19
Research works printed but not linked: 6
- Nadel, S. Electrification in the Transportation, Buildings, and Industrial Sectors: A Review of Opportunities, Barriers, and Policies. Available online: https://www.researchgate.net/publication/336905238_Electrification_in_the_Transportation_Buildings_and_ Industrial_Sectors_a_Review_of_Opportunities_Barriers_and_Policies (accessed on 30 April 2021).
- Canepa, K.; Hardman, S.; Tal, G. An early look at plug-in electric vehicle adoption in disadvantaged communities in California. Transp. Policy 2019, 78, 19-30. [CrossRef] · DOI
- Blumer, H. Symbolic Interactionism: Perspective and Method; University of California Press: Berkeley, CA, USA, 1986.
- Roberson, L.; Helveston, J. Electric Vehicle Adoption: Can Short Experiences Lead to Big Change? Available online: https: //iopscience.iop.org/article/10.1088/1748-9326/aba715 (accessed on 30 April 2021). · DOI
- Moniot, M.; Rames, C.; Burrell, E. Feasibility Analysis of Taxi Fleet Electrification Using 4.9 Million Miles of Real-World Driving Data; SAE Technical Paper 2019-01-0392; SAE: Basel, Switzerland, 2019. [CrossRef] · DOI
- Harto, C.; Consumer Reports. Electric Vehicle Ownership Costs: Chapter 2-Maintenance. Available online: https://advocacy. consumerreports.org/wp-content/uploads/2020/09/Maintenance-Cost-White-Paper-9.24.20-1.pdf (accessed on 14 April 2021).
- Authors
- Hathaway, Z., Polis, H., Loomis, J., Boroski, J., Milano, A., & Ouyang, J.
- Affiliations
- Opinion Dynamics, Waltham, MA 02451, USA
- General Electric (United States) (US)
- Energy and Environmental Economics, Inc., San Francisco, CA 94104, USA
- Corresponding author
- Hathaway, Zac
- Venue
- World Electric Vehicle Journal
- Publisher
- MDPI AG
- Published
- 2021-05-29
- Volume
- 12
- Issue
- 2
- Pages
- 81
- ISSN
- 2032-6653 (ISSN-L)
- OpenAlex
- W3172431542
- Cited by
- 19
- References
- 5
- Citations by year
- 2026: 3 · 2025: 3 · 2024: 5 · 2023: 5 · 2022: 2 · 2021: 1
- FWCI
- 0.96
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- World Electric Vehicle Journal (publishedVersion, cc-by)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Topics
- Physical Sciences › Engineering › Electrical and Electronic Engineering › Electric Vehicles and Infrastructure
- Physical Sciences › Engineering › Automotive Engineering › Transportation and Mobility Innovations
- Physical Sciences › Energy › Renewable Energy, Sustainability and the Environment › Energy, Environment, and Transportation Policies
- Keywords
- electric vehicles, electric mobility, consumer adoption, ride-hailing, environmental justice communities
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