Electric vehicle drivers' reported interactions with the public: Driving stereotype change?

Image and symbolic meanings of cars play a key role in their desirability and in consumers’ purchasing behaviour. Drivers in the United Kingdom Technology Strategy Board funded Ultra Low Carbon Vehicle trial were interviewed regarding their interactions with the general (non-EV driving) public. EV drivers’ accounts suggest that EVs are particularly susceptible to stereotyping, but that the stereotyping is in a state of flux. Three different categories of meaning emerged. A Traditional, affective-based negative stereotype exists, despite reflecting outdated associations with milk floats and older EV models. However, the current period of widespread EV trialling in the UK sees the emergence of additional EV stereotypes. Drivers encountered categories of meaning that were Ambivalent: cognitively-based, ambivalence showed people to hold negative views and reservations but also to reveal a willingness to assess the current capabilities of EVs. Finally, drivers encountered people holding Positive meanings of EVs. Greater contact with drivers of contemporary EVs helped to develop these further. Based on a combination of affect, cognition and behaviour, it shows a segment of non-EV drivers to be engaged with the new technology and to see EVs as well developed now and also as cars of the future. We discuss the key factors underpinning each of the categories of meaning and indicate the ramifications for the likely future success of EV uptake.