26.3.24. Q&A with Rafael Gomez on EV acceptance research

In 2023, QUT Design Lab provided small seed grants to researchers. Associate Professor Rafael Gomez, who is researching electric vehicles (EVs), was one of two recipients. This project examined consumer preferences in relation to EVs. In this Q&A Rafael provides insight into the research team’s approach and achievements.

What was the project?

The research explores consumer preferences, acceptance and adoption of EVs in modern Australian markets. It will:

  • Identify different consumer groups and preferences and acceptance regarding EV adoption.
  • Analyse factors (e.g. age, environmental consciousness, urban/rural, technological affinity) that influence consumer preferences and acceptance of EVs.
  • Identify preferences for EV type, aesthetics, and features among consumer segments.

What did you want to achieve? 

The research will identify EV consumer groups and factors that influence acceptance. It will elucidate current and future EV preferences, sorely needed for the Australian market. Results will inform marketing strategies to improve EV acceptance and promote sustainable vehicle options in Australia.

What did you achieve?

We conducted an initial literature review of the topic and completed two studies. The first was a survey of a broad range of EV consumers (over 150 individuals) exploring their perceptions, preferences, expectations and assumptions of EVs. The second was co-discovery observations, involving two users at once, where participants reviewed a range of EVs, including Polestar 2, BMW i4, Volvo XC40 Pure, BYD Dolphin, and Tesla Model Y. This represents a range of EVs including costs, features, style and aesthetics from entry-level through to premium vehicles.

What learnings or findings can you share?

We have currently completed a cursory review of the surveys and it appears that people have a range of distinct expectations about EVs focused on topics such as range, sustainability, aesthetics, design, and user experience. There also appears to be an expectation that EVs should be more expensive than internal combustion engine vehicles. In terms of the observations, although no formal analysis has been completed, initial review indicates there is a very diverse expectation of aesthetic design across age group with some enjoying novel, unique and colourful designs and features, while others preferring more traditional, luxury, and monochrome colour palettes.

What next?

We need to do a final analysis of survey data, as well as conduct a full analysis of the co-discovery observations. Once we have completed these we will have a detailed perspective of consumers and their expectations and perceptions of EVs.

Research Team:

Assoc Prof Rafael Gomez, Lead Researcher
Dr Levi Swann, Associate Researcher
Mr Peter Florentzos, Associate Researcher
Alexandra Singleton, Research Associate
Emma Doyle, Industry Lead: Sime Darby General Marketing Manager
Jasmine Webb, Industry Lead: Bris BMW Retail Manager

 

Share content via social media