We’ve already seen some initiative taken in this direction. For example, the collective effort by automotive OEMs to supply a nationwide charging network¹, and work by the Canadian government to improve the manufacturing footprint. Still, our research shows that these standalone efforts will not be enough in and of themselves.
To truly tackle issues around customer experience in the hopes of fueling sustainable EV adoption, Canada should:
1. Explore collaborative efforts to improve customer charging experiences. Charging network user experience can be improved. Over half of EY survey respondents (59%) said they have trouble finding a charging station, and 45% experience long wait times. Meanwhile, three quarters of respondents have experienced broken chargers, an inability to access the port or interoperability issues.
Charge point operators and regulators can work together to enforce charger uptime and maintenance standards and make the infrastructure more resilient. In the UK, recent regulation now makes it mandatory for chargers to have a 99% reliability rate and offer the option of contactless payments. What’s more, with 41% of users citing expensive charging costs as a concern, increased payment processing options and roaming capabilities that allow for cheaper inter-network charging could also be beneficial.
2. Simplify EV education to deepen awareness. With so many connection points between governments and citizens, a cohesive ecosystem can drive EV uptake by building purposeful communications that streamline Canadian consumers’ purchase journey. Utilities, OEMs, charge point operators and automotive bloggers all have points of view regarding EVs, charging technologies and charging costs. While digital media are the most popular, widespread information sources can be exhausting for consumers trying to research their options.
Embracing digital channels can help streamline that process, helping consumers more easily understand what’s out there and make decisions. Globally, OEMs are adopting digital showrooms with augmented and virtual reality integration to enhance the pre-purchase process. More than half (52%) of EY survey respondents say that approach would simplify their decision-making processes. Investing in dealership salesperson training can also yield a more informative experience for EV buyers.
3. Rethink energy planning and rebates. In Canada, 59% of respondents worry about high charger installation costs, and 44% are concerned with the high upfront cost of battery electric vehicles (BEVs). That said, some of these would-be buyers may be eligible for charger rebates through their utility providers — for example, BC’s Electric Car Rebates, EV Charger Rebates | BC Hydro, and Fortis BC's $5,000 grant for charger installation. Although utilities provide these programs, by the time consumers get to reading about them, many have research fatigue.
By flipping the paradigm and taking a bottom-up approach to energy planning, utilities can enable a faster response, since they have the operational insight to manage and cater to their local market needs.
Improve battery lifecycle and maintenance knowledge. Consumers worry about the cost of replacing and maintaining batteries. In fact, one quarter of respondents (24%) cited expensive battery replacement as a deterrent to buying an EV. Information regarding the battery lifecycle is still nascent. Still, as more EV miles are driven globally, OEMs and educational entities can shed light on the health of batteries over the vehicle’s lifetime. They can also help educate consumers about maintenance leading practices and safety considerations, as well as the appropriate steps to take when a battery reaches the end of its useful life.
Industry stakeholders can help consumers plan for all of this, including battery recycling and repurposing, by communicating better with consumers. Newer technologies can also bring greater transparency into battery life parameters, empowering EV owners and increasing battery resale value.