The Electric Ride: The Psychology of Electric Vehicle Adoption

What do you get when you gather two automotive leaders, one transport sector expert, and the biggest, cleverest personality at Ogilvy (since David himself)? Strap in for The Electric Ride to watch Rory and his motley crew embark to Nudgestock and chat about the role of behavioural science in EV adoption. Guest-starring Pete Dyson, co-author of Transport for Humans: Are We Nearly There Yet?, Dan Jones, Director at Ford UK & Ireland, and Kirsten Stagg, Head of Marketing at Skoda UK. It’s a wild ride, full of unheard zingers, insights, and an ending you’ll never expect…

[@harrywilliams682]

Would have been good to get into the psychology behind early EV adoption a little deeper - effects of social proof from the new green number plates; the slow initial adoption due to unfamiliar designs etc

[@DouglasChrystall]

Here is the Behavioral Science bit for me. When you can market the vehicle that i just need to charge once a month, I am in. With Lucid we are there already, just waiting for mainstream vehicles. For 80% of the UK, that would be a range of 450 miles.

[@rca168]

Here in Switzerland I do monthly 350 real km journeys, almost weekly 200 km journeys. My car costs 3800 euros and is extremely cheap to run. It is a small estate. There is no electric estate apart from the MG5 which is not available here and no similar boot space cars with a reasonable price. This is a natural gas car, I would really like to switch one day but I can't for these reasons.

[@dcoughla681]

One small thing which I would like to see in all cars is a better use of colours. For example, British Racing Green, French Navy, Burgundy and Caramel look more chic and premium than the traditional black, white, red and blue. A tie up with a quality paint manufacturer like Farrow & Ball or Benjamin Moore would be good. The car would then complement your home & your lifestyle. Also, the interiors of the cars look a bit plasticky and cheap which is not a great selling point. Don’t be so sure about brand snobbery. In the absence of a young home owning public demographic, the car is the one area where people can look superior while making a big purchase.

[@newquay64]

How much of the saving from using electric is spent at the services on lattes from Costa while the car is plugged in for juice?

[@mytinplaterailway]

I always consider the route. Will happily add 30% extra time to drive interesting roads. Also much less likely to hit hold ups. I couldn't care less about the Eco crap.

[@gordonsimpson3235]

That was hilarious Rory. never thought you would leave the bosom of the Jag. Like you I love the beating heart of a 5 litre V8, I just cant kick the habit 😉

[@EIGYRO]

Two questions: 1. Where does he charge his car, as he doesn't have a home charger? 2. Howmany other cars does he have? Big house, obviously very well off, only one car?? Not much original insight in this video.

[@nerdimmunity7672]

Marketers in a car getting coffee

[@EIGYRO]

Yup. Are they all that boring? Supposed to be inspirational, are they not?

[@cashwood]

bro I thought it was h3h3 in the thumbnail