What Do Potential Users Think About Electric Mobility?

Whilst a growing number of agencies have begun to define individual electric vehicles as the key to sustainable transportation, others propose to use electric vehicles as a complement to public transport for intermodal and/or multimodal use (Canzler and Knie 2009; Beckmann 2010). However, little is known about the views of potential electric transport users. Who should offer such an integrated mobility product? Which integrated products should be offered? Which target groups should be addressed? What are their mobility needs? How do the peculiarities of electric vehicles (range, cost) match the transportation needs of users? This chapter reveals insights into these aspects by presenting four integrated mobility products to potential users in five focus groups. Five different product concepts were developed: pay-as-you-go electric bike (pedelec) rental for highly urbanised areas; e-carsharing for urbanised areas ‘berlin mobil’; ‘last mile’ shuttle service, including free rides with e-cars for less densely urbanised areas; e-car-leasing including free local transit and a contingent of free long distance rail journeys; and pay-as-you-go car-rental (for further information see Scherf and Wolter 2011; see also Beckmann 2010). Earlier research identified four homogeneous user groups among users of integrated mobility products (Maertins et al. 2004a): pragmatic public transit users (Canzler and Knie 2009); eco-friendly cycle and public transport users (Beckmann 2010); pragmatic multi-modal users and fun-oriented car users (Maertins et al. 2004b, Maertins 2006). Members of each of these groups were recruited for a two and a half hour focus group to discuss different aspects of the five above-mentioned mobility products: price models; business models; compatibility in every day use; and trust in potential operators (transportation; energy). Additionally, a group of car-sharing clients was invited to delve deeper into usage problems, since carsharing users are already experienced with the system of instant access.