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electric mobility in smaller cities

Part-financed by the European Union (European Regional Development Fund)

Expert study on the state of the art

Electric mobility and its target groups

Date of delivery: 15th November 2013

Contractor:

PTV Group

Planung Transport Verkehr AG

Haid-und-Neu-Str. 15

76131 Karlsruhe

Authors:

PTV Group

Dipl.-Geogr. Inga Luchmann

Zimmerstr. 67

10117 Berlin

The study was drafted and financed within the framework of the INTERREG IVA project “ELMOS –Introducing electric mobility as intermodal transport means

in small and medium

tric mobility in smaller cities



Date of delivery: 15th November 2013

Planung Transport Verkehr AG

Str. 15

76131 Karlsruhe

PTV Group

Inga Luchmann MSc.-Ing. Nora Szabo

Haid-und-Neu-Str.

76131 Karlsruhe

The study was drafted and financed within the framework of the INTERREG IVA project Introducing electric mobility as intermodal transport means

in small and medium-sized cities in the South Baltic area

c/o Rostocker Straßenbahn AG

Contact: Phone: +49 381 802 17 25

E-mail: j.heidenreich@rsag



Nora Szabo

Str. 15

The study was drafted and financed within the framework of the INTERREG IVA project Introducing electric mobility as intermodal transport means

South Baltic area”

ELMOS

c/o Rostocker Straßenbahn AG Lead Beneficiary

Hamburger Str. 115 18069 Rostock

Germany

Contact: Janette Heidenreich Phone: +49 381 802 17 25

[email protected]



Content

1 Introduction ................................

2 Influencing Factors of E-mobility Decisions

3 Target Groups of Different Modes of Electric Mobility

3.1 Citizens ................................

3.2 Businesses & Institutions

3.3 Tourists & Visitors ................................

4 Target Group-Oriented Campaigns

4.1 Examples of Different Campaigns for E

4.2 Main Characteristics of Different E

5 The Municipalities´ Scope of Action to Address Target Groups

6 Conclusions and Further Recommendations

7 Literature ................................


................................................................................................

mobility Decisions ................................................................

Target Groups of Different Modes of Electric Mobility ................................

................................................................................................

Businesses & Institutions ................................................................

................................................................................................

Oriented Campaigns ................................................................

Examples of Different Campaigns for E-mobility................................

Main Characteristics of Different E-mobility Campaigns ................................

The Municipalities´ Scope of Action to Address Target Groups ................................

Conclusions and Further Recommendations ................................................................

................................................................................................

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1 Introduction E-mobility in all its forms is a rather new form of transport. far in driving and charging electric drive systems. The missing experiences are causing a lot of resentments – regarding technical maturity, range limitations or additional costs to be overcome to realize the market potential o

Automobile and bike manufacturers and dealers as well as governments are having a common objective. They want to increase the number of electric vehicles in use. In order to reach this aim, information campaigns and other measures to promoteyears. But often the same experts

Hence the crucial questions are: Who are potential users and how can these users be addressed appropriately?1 But there is different kinds of e-mobility. This or services, analysis on the needs and resentments of potential user groups for the specific offers is required.

Basically adaptation of innovations can be speed up as soon as they are linked to advantages for the potential users. Subsequently tailorshould be planned, to inform them on their specific advantages or to overcome their specific resentments.

This paper aims to give support in identifying potential user groups and their needs and in designing appropriate campaigns to promote the successful implementation of e

1 This trend is also visible in the current redirecting of the magazine of the Federal Association of Mobility from experts to a more end


rather new form of transport. Thus not much experiencesfar in driving and charging electric drive systems. The missing experiences are causing a lot of

regarding technical maturity, range limitations or additional costs to be overcome to realize the market potential of e-mobility.

Automobile and bike manufacturers and dealers as well as governments are having a common objective. They want to increase the number of electric vehicles in use. In order to reach this aim, information campaigns and other measures to promote e-mobility were conducted in recent years. But often the same experts – and not users or even buyers – are attending these events.

Hence the crucial questions are: Who are potential users and how can these users be But there is no such thing as one e-mobility user group for the

mobility. This means that prior to the offer of new electric mobility measures or services, analysis on the needs and resentments of potential user groups for the specific

Basically adaptation of innovations can be speed up as soon as they are linked to advantages for the potential users. Subsequently tailor-made campaigns for different identified user groups should be planned, to inform them on their specific advantages or to overcome their specific

This paper aims to give support in identifying potential user groups and their needs and in riate campaigns to promote the successful implementation of e

This trend is also visible in the current redirecting of the magazine of the Federal Association of

Mobility from experts to a more end-customer orientation.

3

Thus not much experiences exists so far in driving and charging electric drive systems. The missing experiences are causing a lot of

regarding technical maturity, range limitations or additional costs - that still need

Automobile and bike manufacturers and dealers as well as governments are having a common objective. They want to increase the number of electric vehicles in use. In order to reach this

mobility were conducted in recent are attending these events.

Hence the crucial questions are: Who are potential users and how can these users be mobility user group for the

that prior to the offer of new electric mobility measures or services, analysis on the needs and resentments of potential user groups for the specific

Basically adaptation of innovations can be speed up as soon as they are linked to advantages gns for different identified user groups

should be planned, to inform them on their specific advantages or to overcome their specific

This paper aims to give support in identifying potential user groups and their needs and in riate campaigns to promote the successful implementation of e-mobility offers.

This trend is also visible in the current redirecting of the magazine of the Federal Association of E-



2 Influencing Factors of E

When aiming to promote e-mobility, all influencing factors of taken into account, in order to be abattracted by which mode and why?”increase the quality of life in cities by reducing pollution and congestion, other preferences for buying or renting an esuperior aspects – they will be described more detailed in the following have a likely impact on mobility patterns

Figure 1: I nfluencing parameters

Local Circumstances

The five middle- and small sized forerunner cities are assumed to be “early adapters”, which means that these cities want to implement already performed efocus on e-cars and pedelecs. However, the adaptation of eon the local context. Table 1 below summarizes the local circumstances of the participating cities. The cities nevertheless do not have already local demonstrations initiated.


Influencing Factors of E -mobility Decisions

mobility, all influencing factors of e-mobility decisionsin order to be able to answer the question – “What kind of people are

attracted by which mode and why?”. While public administration wants to save emissions and increase the quality of life in cities by reducing pollution and congestion, private

ences for buying or renting an e-vehicle. Figure 1 gives an overview on the five they will be described more detailed in the following sections

have a likely impact on mobility patterns.

nfluencing parameters to promote e-mobility (source: PTV Group)

and small sized forerunner cities are assumed to be “early adapters”, which means that these cities want to implement already performed e-mobility strategies, with a special

cars and pedelecs. However, the adaptation of e-mobility action plans mainly relies on the local context. Table 1 below summarizes the local circumstances of the participating cities. The cities nevertheless do not have to start from the scratch, since there have been already local demonstrations initiated.

4

mobility Decisions

mobility decisions have to be “What kind of people are

While public administration wants to save emissions and private users may have

Figure 1 gives an overview on the five ections, since they all

and small sized forerunner cities are assumed to be “early adapters”, which rategies, with a special

mobility action plans mainly relies on the local context. Table 1 below summarizes the local circumstances of the participating

to start from the scratch, since there have been



Table 1: Main characteristics of

(source: PTV Group)

Karlskrona/Sweden

Area in km² 21,72

No. of inhabitants 35.200

Topography and Climate

Flat, maritime

Structure of society in terms of tourists and students

Tourists, Students

Sustainable objective of the City

Sustainable city

The local circumstances encompass the social and environmental values. These external factors such as topography and climate, the presence of tourist attractions and the structure of society all influence the personal mode choice and indicate, whether thermode of e-mobility. Furthermore, twhether it is disperse or dense public transport supply.

Mobility Optio ns & Infrastructure

Besides the local conditions, mobility patterns are influenced and formed by both the transport supply and demand in the city. The quality of the transport supply, the presence of apublic charging infrastructure, private vehicle (or a driving license at alldemand. In addition, they indicate, whether implementing a sharing system apart from purchasing may be possible.

The daily mobility patterns can be represented by the average modal split values. The following diagrams on Figure 2 depict the current (historical) situation, which reflects to the special features of the three countries.interests, this data has been accessed from the database of the Management and from the GermanDevelopment (EPOMM 2011; BMVBS 2008)

2 Since there was no data available in polish small sized cities, these modal split trends have been represented by the average of a Czech and Slovakian city with the same size. from a study on travel behaviour in Czech, Slovakian and EU Project (Schubert 2012).


: Main characteristics of the local circumstances of the participating cities

Karlskrona/ Växjö/ Sweden

Malbork/ Poland

Trabki Wielkie/Poland

30,28 17.15 16,26

83.000 39.300 10.200

Flat, maritime Flat, continental Flat, continental Hilly, continental

Tourists, Students (coop. Univ. Kalmar)

Tourists, Students (field office)

Tourists, no Students

Fossil free by 2030

Ongoing projects

25 villages, european natura 2000 network, Bicycle Policy Audit

The local circumstances encompass the social and environmental values. These external factors such as topography and climate, the presence of tourist attractions and the structure of society all influence the personal mode choice and indicate, whether there is a potential for a certain

Furthermore, the size of a municipality and the settlement structure is disperse or dense – has an effect on the length of the trips and probably on the

ns & Infrastructure

Besides the local conditions, mobility patterns are influenced and formed by both the transport supply and demand in the city. The quality of the transport supply, the presence of a

the accessibility to the different modes and the availability of a or a driving license at all) have an impact on the mode choice and determine the

they indicate, whether implementing a sharing system apart from

The daily mobility patterns can be represented by the average modal split values. The following diagrams on Figure 2 depict the current (historical) situation, which reflects to the special

. Since only the middle- and small sized cities have of special interests, this data has been accessed from the database of the European Platform o

German Federal Ministry of Transport, Building and Urban 2011; BMVBS 2008). 2

available in polish small sized cities, these modal split trends have been

represented by the average of a Czech and Slovakian city with the same size. The data has been in Czech, Slovakian and Polish cities conducted by “Central Meet Bike“

5

participating cities

Trabki Wielkie/ Poland

Rostock/ Germany

181,28

202.900

ental Flat, maritime

Tourists, no Students

Tourists, Students

25 villages, european natura 2000

icycle Policy

RSAG objective: 2020 target for sustainable mobility

The local circumstances encompass the social and environmental values. These external factors such as topography and climate, the presence of tourist attractions and the structure of society

e is a potential for a certain he size of a municipality and the settlement structure –

has an effect on the length of the trips and probably on the

Besides the local conditions, mobility patterns are influenced and formed by both the transport supply and demand in the city. The quality of the transport supply, the presence of a (safe)

ty to the different modes and the availability of a the mode choice and determine the

they indicate, whether implementing a sharing system apart from

The daily mobility patterns can be represented by the average modal split values. The following diagrams on Figure 2 depict the current (historical) situation, which reflects to the special

and small sized cities have of special European Platform on Mobility

Federal Ministry of Transport, Building and Urban

available in polish small sized cities, these modal split trends have been The data has been gained

olish cities conducted by “Central Meet Bike“



The general fact can be observed in all three countries concerning public transport: the the size of the city is, the higher is the demand on public transport, since the distances are increasing and the accessibility is improved. In the most cases, usage of private transport. Besides these facts, the diagrams show a particular low share of cycling all over Poland – the acceptance of cycling in Sweden and Germany is considerably higher.

However, the reasons for choosing the different way of thinking between Eastern and Northchoosing mass transit as a form of mobility in some regions is not only an option, but the one and only possibility for being mobile, since there is no car available due to financial reasons. With other words, the availability of a car already determines the selected form of mobilitythe other hand, Poland and Germany are perceived to be car2011), where possessing a car is still a status symbol (mainly in Poland), or the influence of the domestic automotive industry is still so strong (Germany).

In general, car is still the dominating mode of transport, but in the recent yearsof cycling has been emphasized and promoted to increase public awarenessinstance is making every effort

Figure 2 : Modal Split data in small

(Source: PTV Group)


The general fact can be observed in all three countries concerning public transport: the the size of the city is, the higher is the demand on public transport, since the distances are increasing and the accessibility is improved. In the most cases, this share raises against the usage of private transport. Besides these facts, the diagrams show a particular low share of

the acceptance of cycling in Sweden and Germany is considerably

However, the reasons for choosing an alternative transport mode to the private vehicle lies on the different way of thinking between Eastern and North-Western Europe. On the one hand, choosing mass transit as a form of mobility in some regions is not only an option, but the one

ssibility for being mobile, since there is no car available due to financial reasons. With other words, the availability of a car already determines the selected form of mobilitythe other hand, Poland and Germany are perceived to be car-oriented cultu

), where possessing a car is still a status symbol (mainly in Poland), or the influence of the domestic automotive industry is still so strong (Germany).

In general, car is still the dominating mode of transport, but in the recent yearsof cycling has been emphasized and promoted to increase public awareness

is making every effort to develop the cycling culture at all (Urbanczyk 2011

: Modal Split data in small - and middle-sized cities in the three participating countries

6

The general fact can be observed in all three countries concerning public transport: the bigger the size of the city is, the higher is the demand on public transport, since the distances are

this share raises against the usage of private transport. Besides these facts, the diagrams show a particular low share of

the acceptance of cycling in Sweden and Germany is considerably

an alternative transport mode to the private vehicle lies on Europe. On the one hand,

choosing mass transit as a form of mobility in some regions is not only an option, but the one ssibility for being mobile, since there is no car available due to financial reasons.

With other words, the availability of a car already determines the selected form of mobility. On oriented cultures (Urbanczyk

), where possessing a car is still a status symbol (mainly in Poland), or the influence of the

In general, car is still the dominating mode of transport, but in the recent years, the importance of cycling has been emphasized and promoted to increase public awareness. In Poland for

Urbanczyk 2011).

cities in the three participating countries



Politics & Culture

On the highest level, the demand on statemobility patterns can be influenced by environment. A prerequisite is the adaption of the European laws and directives.governmental support through the provision of subsidies and incentivesof bus lanes, possibility to reserve parking lots for electric cars) attention and increase acceptance for emeasures and summarizes the policy frameworks that enhance e

Table 2: Overview of measures provided by the national gov ernments

Country /

City

GDP

(USD/

capita)

Form of

Realized

Public I nterest

Germany /

Rostock 37.479

Regular events

and campaigns

Pilot projects

Sweden /

Växjö,

Karlsrkona

44.091

Award of zero

emission cities

Pilot projects

Poland /

Malbork,

Trabki

Wielkie

10.570

Occasional

events and

campaigns

smaller pilot

projects

Concerning the role of the public sector, Germany and Sweden show high public awareness, and the regular e-mobility events as well as pilot projects are fully supported by the national government. In Poland, medium public interest and limited government support are observed, which results in a lack of a clear nationwide esuccessful implementation of such Roland Berger Strategy ConsultantsPoland according to this study lies on the supply side industry makes it difficult to provide an edomestic car manufacturers.

3 A study by Roland Berger Strategy Consultants called evaluates the matureness of Poland based on four criteria environment


On the highest level, the demand on state-of-the-art transport modes and their perceived mobility patterns can be influenced by new traffic policies and the adjustment

A prerequisite is the adaption of the European laws and directives.through the provision of subsidies and incentives (e.g. tax reduction, use

of bus lanes, possibility to reserve parking lots for electric cars) is essential to catch the society´sincrease acceptance for e-mobility. Table 2 introduces the currently provided

the policy frameworks that enhance e-mobility.

: Overview of measures provided by the national gov ernments (Source: PTV Group)

Form of

Realized

nterest

Policy Framework

Measure of

Government

Regular events

and campaigns

Pilot projects

Clear long-term e-

mobility strategy

Incentives (tax)

no subsidies for

purchasing, fund on

research

Award of zero

on cities

Pilot projects

Clear long-term

e-mobility strategy;

research programs

till 2030

Incentives (tax)

subsidies for

purchasing

fund on research

toll-free initiative

Occasional

events and

campaigns

smaller pilot

No clear

nationwide

strategy,

adaptation of

EU Policy

EU fund, support to

regional

development

agency,

BYPAD-monitoring

Concerning the role of the public sector, Germany and Sweden show high public awareness, events as well as pilot projects are fully supported by the national

government. In Poland, medium public interest and limited government support are observed, which results in a lack of a clear nationwide e-mobility strategy, which may decelerate the

cessful implementation of such measures – this was the conclusion of a study published by Strategy Consultants (Zsilinszky et al. 2011).3 Another counteracting problem in

Poland according to this study lies on the supply side – the absence of the national automotive industry makes it difficult to provide an e-mobility team and conduct pilot projects involving the

A study by Roland Berger Strategy Consultants called E-mobility in Central and Eastern Europe

ess of Poland based on four criteria – demand, supply, regulatory

7

art transport modes and their perceived adjustment of the regulatory

A prerequisite is the adaption of the European laws and directives. Nationwide (e.g. tax reduction, use

is essential to catch the society´s currently provided

(Source: PTV Group)

Additional

Information

Strong influence of

automotive industry

(VW), high share of

cycling

New development

of nat. automotive

industry (Volvo)

high share of

cycling

lack of automotive

industry

low share of

cycling

Concerning the role of the public sector, Germany and Sweden show high public awareness, events as well as pilot projects are fully supported by the national

government. In Poland, medium public interest and limited government support are observed, which may decelerate the

this was the conclusion of a study published by Another counteracting problem in

the absence of the national automotive mobility team and conduct pilot projects involving the

mobility in Central and Eastern Europe demand, supply, regulatory- and operating



The most national support- and research programs are provided for cars. Incentives through taxation (tax relief for e-cars for the first 5/10 years) are realized both in Sweden and Germany, whereas subsidies for purchasing are so far only given in Sweden.building the electric vehicle marketNevertheless, based on the experiences of the last conferences organized in Poland in the field of e-mobility, as well as the conclusion of the study of Roland Bergercountry is also mature to initiate nationwide programs and eligible to implement estrategies (Zsilinszky et al. 2011implemented.

Individual Mobility Behaviour

Individual mobility behaviour includes the duration and the distance of a daily trip taken as well as the trip purpose and its regularity. decision on the preferred mode of transport. Some further factorsand the need or desire for comfort also have an impact on the practiced an elderly woman prefers to have a car for her daily activities, a youngster could only rbike on a daily basis for years. one person and socio-demographic factors. Age, gender, size of household and household income, all determine the mode and type of tenure: purchase, rent or lend. Some trends can be derived from the recent years´ statistics. Up to now, people with higher household income are potential buyers of electric cars, while students live with the option of electric carsharing.recent years, pedelecs have been bought mainly by elderly persons, while segways are mainly rented by tourists. But either way: and available knowledge and information about elect

Characteristics of Electric Vehicles

The special features of e-vehicles cannot be neglected. electric motor bikes differ from the conventional counterparts. Investment and operational costs are one of the most important decisive factors by purchasing a vehicle in general. Concerning vehicles with electric propulsion, low operational and maintenance costs as well as the prevention of harmful emissions and the reduction of noise generation are enormous advantages of this technology. completed with a facilitating system while pedaling and conventional bike.

On the other hand, high acquisition costs of the EVs together with the limas well as the unsatisfactory charging infrastructure are considered to be the biggest obstacles. Even though 85% of the daily carowners have a private garage so that re


and research programs are provided for cars. Incentives through cars for the first 5/10 years) are realized both in Sweden and Germany,

whereas subsidies for purchasing are so far only given in Sweden. Poland is in the phase of building the electric vehicle market, completed with private offers for electric vehicle conversionNevertheless, based on the experiences of the last conferences organized in Poland in the field

nclusion of the study of Roland Berger Strategy Consultantscountry is also mature to initiate nationwide programs and eligible to implement e

2011) – in this field, some smaller pilot projects have been

Behaviour

Individual mobility behaviour includes the duration and the distance of a daily trip taken as well as the trip purpose and its regularity. Personal preferences play an important role

d mode of transport. Some further factors such as the personal fitness and the need or desire for comfort also have an impact on the practiced form of an elderly woman prefers to have a car for her daily activities, a youngster could only rbike on a daily basis for years. There is interdependence between the driving characteristics of

demographic factors. Age, gender, size of household and household mode and type of tenure: purchase, rent or lend. Some trends can be

derived from the recent years´ statistics. Up to now, people with higher household income are potential buyers of electric cars, while students live with the option of electric carsharing.recent years, pedelecs have been bought mainly by elderly persons, while segways are mainly rented by tourists. But either way: most important for the interest in electric mobility is the implicit and available knowledge and information about electric vehicles.

Characteristics of Electric Vehicles

vehicles cannot be neglected. Electric cars, pedelecs as well as electric motor bikes differ from the conventional counterparts. Investment and operational costs

st important decisive factors by purchasing a vehicle in general. Concerning electric propulsion, low operational and maintenance costs as well as the

prevention of harmful emissions and the reduction of noise generation are enormous es of this technology. In the case of pedelecs, these general advantages are

a facilitating system while pedaling and a wider range compared to a

On the other hand, high acquisition costs of the EVs together with the limited range of well as the unsatisfactory charging infrastructure are considered to be the biggest obstacles.

Even though 85% of the daily car-driven distances take up less than 70 kilometers and most car owners have a private garage so that reloading the battery can mainly be done at home.

8

and research programs are provided for cars. Incentives through cars for the first 5/10 years) are realized both in Sweden and Germany,

Poland is in the phase of , completed with private offers for electric vehicle conversion.

Nevertheless, based on the experiences of the last conferences organized in Poland in the field Strategy Consultants, the

country is also mature to initiate nationwide programs and eligible to implement e-mobility in this field, some smaller pilot projects have been

Individual mobility behaviour includes the duration and the distance of a daily trip taken as well play an important role by the daily

such as the personal fitness form of mobility. While

an elderly woman prefers to have a car for her daily activities, a youngster could only rely on his driving characteristics of

demographic factors. Age, gender, size of household and household mode and type of tenure: purchase, rent or lend. Some trends can be

derived from the recent years´ statistics. Up to now, people with higher household income are potential buyers of electric cars, while students live with the option of electric carsharing. In the recent years, pedelecs have been bought mainly by elderly persons, while segways are mainly

important for the interest in electric mobility is the implicit

Electric cars, pedelecs as well as electric motor bikes differ from the conventional counterparts. Investment and operational costs

st important decisive factors by purchasing a vehicle in general. Concerning electric propulsion, low operational and maintenance costs as well as the

prevention of harmful emissions and the reduction of noise generation are enormous In the case of pedelecs, these general advantages are

a wider range compared to a

ited range of car usage well as the unsatisfactory charging infrastructure are considered to be the biggest obstacles.

driven distances take up less than 70 kilometers and most car loading the battery can mainly be done at home.



3 Target Groups of Different

The key to success of measures and campaigns handling with the promotion of electric vehicles lies on the unconditional focus ontarget groups need to be segmented into homogeneous groups sharing similar characteristics, preferences and requirements. Exmessages that are tailored and relevant to them. The more segmented are, the more information can be obtained which will result in the development of more relevant messages, communication strategies and incentivoutcome of the campaign. The perspective of users should be integrated into the development of context from the beginning.

The following chapter introduces the different modes of EVs and their associated namely e-cars, electric two-wheelers, but also rickshaws, segways and seniormobiles.Regarding the target groups, three institutions as well as tourists & visitors

3.1 Citizens

Citizens, seen as a potential user group, will have the largest share of the EV users; especially when the used car market is coming up by the year 2018conventional cars in terms of rising fuel costs and oil prices can be a push for ctheir type of driving system. A within the society that may even further free vehicles and it might raise ecological requiremensimultaneously the reason for the number of cyclists and “intermodalmember of a car or bike sharing projection of the annual kilometers driven is an argument to favour electric against combustion engines, hence for purchasing eTechnological savvy and curiositytechnology. The outlook for theof car, is mostly an additional incentive, but nDütschke 2010).

The first upcoming analysis of private early adopters interested persons as typicallythe average. The higher and longergroups characterized, because new consumer groups will follow the early adoptersestimated that more and more women will buy and drive ewill also be spread (IREES GmbH, Fraunhofer ISI 2012)e-cars is realized, lower income classes could


Target Groups of Different Modes of E lectric

The key to success of measures and campaigns handling with the promotion of electric vehicles unconditional focus on the demand of the potential target groups. For that reason,

target groups need to be segmented into homogeneous groups sharing similar characteristics, preferences and requirements. Experience has demonstrated that people respond better to messages that are tailored and relevant to them. The more segmented the potential user groups

, the more information can be obtained which will result in the development of more relevant messages, communication strategies and incentives; thereby in realization of a successful outcome of the campaign. The perspective of users should be integrated into the development of

hapter introduces the different modes of EVs and their associated wheelers, but also rickshaws, segways and seniormobiles.

three categories will be further segmented: citizens, businesses & institutions as well as tourists & visitors.

en as a potential user group, will have the largest share of the EV users; especially used car market is coming up by the year 2018. The rising operational costs of

in terms of rising fuel costs and oil prices can be a push for cA continuously growing environmental awareness

that may even further enhance the replacement of conventional into emission ise ecological requirements. Amongst others, these factors are

the reason for the steadily decreasing number of car drivers and an intermodal persons” using different transport modes

member of a car or bike sharing organisation. The ecological advantage in terms of the projection of the annual kilometers driven is an argument to favour electric against combustion engines, hence for purchasing e-cars, light commercial vehicles and e-motor bikes.

curiosity are linked with the attraction to new and innovative The outlook for the image-oriented persons, wishing to possess

mostly an additional incentive, but not a real decisive factor for purchase

The first upcoming analysis of private early adopters of electric cars describesinterested persons as typically middle-aged, well-educated male customers

and longer the market penetration is, the broader can be , because new consumer groups will follow the early adopters

estimated that more and more women will buy and drive e-cars. In fact the age (IREES GmbH, Fraunhofer ISI 2012). As soon as a second hand market for

lower income classes could also be addressed.

9

lectric Mobility

The key to success of measures and campaigns handling with the promotion of electric vehicles ential target groups. For that reason,

target groups need to be segmented into homogeneous groups sharing similar characteristics, respond better to

the potential user groups , the more information can be obtained which will result in the development of more relevant

thereby in realization of a successful outcome of the campaign. The perspective of users should be integrated into the development of

hapter introduces the different modes of EVs and their associated users in detail, wheelers, but also rickshaws, segways and seniormobiles.

citizens, businesses &

en as a potential user group, will have the largest share of the EV users; especially The rising operational costs of

in terms of rising fuel costs and oil prices can be a push for citizens to change growing environmental awareness can be seen

the replacement of conventional into emission Amongst others, these factors are

decreasing number of car drivers and an increasing modes on a trip and being

The ecological advantage in terms of the projection of the annual kilometers driven is an argument to favour electric against combustion

motor bikes. new and innovative

wishing to possess for the latest model factor for purchase (Peters,

describes the users and customers with a salary above

the broader can be the user , because new consumer groups will follow the early adopters. It is

n fact the age of female users As soon as a second hand market for



In the following years, four different types of eexpected:

1. Long distance commutersThis group includes people driving more than 25 kilometers to workpersons will have high annual kilometers and typically have a fulltime job with an adequate salary. Additional trips are limited, sto these personal circumstancespotential of purchasing in the coming years may be high. Total cost of ownership pushes economical motives.

3. Other private users Ecological, technical or image reasons for usingsegment of the society, sinceHousehold income allows a willingness to pay beyond economical calculationsnot exclude the presence oflong distance trips. It might be a housholds second or third car.

4. Private carpooling, car rental & carsharing usersPersons living with sharing or renting opportunities mainly have economic and ecological motives concerning a pragmatic choice by means of transport.low annual kilometers (under 10.000km)private electric car would not be an economically clever option.mainly rely on bike and public transportby foot. They are the sochoosers” as well as “public transport dependents” due to their limited budgetshare of irregular ways for leisure, shopping or carpooling is of interest for workers sharing a similar origin and destination at a similar time of travel. The number of persons using carsharing is rising the bigger cities, where free float

© Inga Luchmann


different types of e-car user groups among the citizen

Long distance commuters This group includes people driving more than 25 kilometers to workpersons will have high annual kilometers and typically have a fulltime job with an adequate salary. Additional trips are limited, so that the range of an EV is sufficient.

personal circumstances, their cars typically have a low average age, so the potential of purchasing in the coming years may be high. Total cost of ownership pushes

2. Professional high kilometer driversThis group has high annual and kilometers and will assess an eeconomical advantages for their trip purposes and distances, since they manageprofessional trips with one vehicle. formed by representatives, architects, journalists, manager as well as other freelancers and selfemployed belong to this user group.

, technical or image reasons for using outweigh the cost fact, since they have a private garage to charge the car

ousehold income allows a willingness to pay beyond economical calculationsnot exclude the presence of an alternative car that can be applied to

It might be a housholds second or third car.

Private carpooling, car rental & carsharing users sharing or renting

mainly have economic and ecological motives concerning a pragmatic

by means of transport. Because of their low annual kilometers (under 10.000km), a

would not be an economically clever option. Thus these persons

and public transport, or go so-called “car-free public transport

due to their limited budget (Ladbury 2013). Carsharing users show a high regular ways for leisure, shopping or transportation activities

carpooling is of interest for workers sharing a similar origin and destination at a similar time of travel. The number of persons using carsharing is rising significantly

where free floating carsharing as an additional option is offered.

© Inga Luchmann

10

the citizens will be

This group includes people driving more than 25 kilometers to work by car. These persons will have high annual kilometers and typically have a fulltime job with an

the range of an EV is sufficient. Due their cars typically have a low average age, so the

potential of purchasing in the coming years may be high. Total cost of ownership pushes

Professional high kilometer drivers This group has high annual and moderate daily kilometers and will assess an e-car due to its

for their trip purposes and manage private and

ith one vehicle. This group is representatives, architects, journalists,

manager as well as other freelancers and self-employed belong to this user group.

factors by this they have a private garage to charge the car overnight.

ousehold income allows a willingness to pay beyond economical calculations. It does an alternative car that can be applied to holidays and other

. Carsharing users show a high activities. Private

carpooling is of interest for workers sharing a similar origin and destination at a similar significantly, especially in

ing carsharing as an additional option is offered.

Inga Luchmann



While the sales of e-cars has a very slow start and people overestimate sales of pedelecs have been increasing rapidly The average distance taken byrange with a conventional bicycle 24km/h makes trips up to 15km one way are within reach

The project PRESTO identifies the following r2010):

1. Conventional cycling is (will become) too difficult 66%

2. Make cycling with headwind easier 52%

3. Be able to cycle over longer distances 46%

4. Make it easier to climb hills 29%

5. Sporty exercise 17%

6. Cycle faster without extra effort 11%

7. Alternative for environmentally

8. Get to work without sweating 8%

trend of cycling and supportedawareness. The pedelec market sector widens in terms of sales numbers, new designs and more powerful motors. These factors causing a turn in the trendgroups for cool urban or electric

A Belgium study, done by the Vrije Universiteit Brussel “De elektrische fiets als duurzame mobiliteit in steden”, identified a wide spectrum of typical pedelec users (

• 61% Commuters (trips up to 15km)

• 33% Elderly people

• 25% Less sporty people who want to exercise more

• 13% People who live in a hilly area

© Inga Luchmann


a very slow start and people overestimate the sales of pedelecs have been increasing rapidly since 2008 (round about 50%

by pedelecs is more than 3 kilometers longer compared to a conventional bicycle (9,8 km against 6,3 km). The average speed of pedelecs with

km one way are within reach (DIfU 2011).

identifies the following reasons for citizens using pedelecs (

Conventional cycling is (will become) too difficult 66%

Make cycling with headwind easier 52%

Be able to cycle over longer distances 46%

ls 29%

Cycle faster without extra effort 11%

Alternative for environmentally-friendly means of transport 10%

Get to work without sweating 8%

There is an equal distribution between man and women, even if within the 20-40 year old generation, the female customers are dominating, and in the group of 65+are over represented. In the first years pedelecup, the users belonging to high income households. Recently the number of persons with high income is decreasing, but still unemployed people underrepresented in the group of current users of pedelecs.

The rising number of pedelec users is accompanied by a supported by a changing attitude to healthy lifestyles and environmental

awareness. The pedelec market sector widens in terms of sales numbers, new designs and more powerful motors. These factors causing a turn in the trend and open up new customer

urban or electric mountain bikes as well as different types of e

A Belgium study, done by the Vrije Universiteit Brussel “De elektrische fiets als duurzame mobiliteit in steden”, identified a wide spectrum of typical pedelec users (Roetynck

61% Commuters (trips up to 15km)

25% Less sporty people who want to exercise more

13% People who live in a hilly area

Inga Luchmann

11

the limiting factors, the (round about 50% growth a year).

is more than 3 kilometers longer compared to the km). The average speed of pedelecs with

using pedelecs (Roetynck

There is an equal distribution between man and women, 40 year old generation, the female

in the group of 65+, men n the first years pedelecs came

ome households. Recently the number of persons with high income is

people are in the group of current users of

of pedelec users is accompanied by a by a changing attitude to healthy lifestyles and environmental

awareness. The pedelec market sector widens in terms of sales numbers, new designs and up new customer

types of e-cargo bikes.

A Belgium study, done by the Vrije Universiteit Brussel “De elektrische fiets als duurzame Roetynck 2010):

© Inga Luchmann



• 12% Everybody

• 11% Physically impaired people

• 7% Sporty people

• 6% Shoppers

• 5% People who want to cycle without too

• Others

3.2 Businesses & Institutions

In the coming years, businesses and institutions are estimated to be an important car user group. Although the highest share of ewith their high annual kilometers driveneffects, have a dominating proportion of new car registration.vehicles enhance the quick market penetration in terms of their their possible second life in other user groups. Although cby their fleet selection, economic reasons in purchasing special cars and integrating in the existing fleet will outweigh. In rare cases,car against the background of a fitting image.

factors that limit the potential of usage. A high cargo load weight and volume is still a problem for the battery capacities of the heavy duty truinvestment cost could probably not be paid by small and middle-sized companies. Businesses will not be able to change their tour planning because of recharging their battery in-between two trips. It has been suggested that companies will predcharge their electric fleet overnight

4 In Germany, commercial cars have a 60% share of new car registrations moreover registrations is done by companies

© Inga Luchmann


11% Physically impaired people

5% People who want to cycle without too much effort

Businesses & Institutions

In the coming years, businesses and institutions are estimated to be an important car user he highest share of e-vehicles is to be seen as private cars, business fleets

ilometers driven, therefore generating a hugh impact on the ecological have a dominating proportion of new car registration.4 Cars and light commercial

vehicles enhance the quick market penetration in terms of their short average useheir possible second life in other user groups. Although companies consider

selection, economic reasons in purchasing special cars and integrating in the In rare cases, sustainable and technical branches will purchase an e

background of a fitting image.

With regard to cars and utility vehicles, enabling factors for electric engines are the high annual kilometers and limited daily distances. A high share of inner city driving increases the efficiency of the electric engine(Wietschel, Gnann 2012; Fraunhofer ISI 2011Predictable tours as well as trips within sensitive areas (like pedestrian zones or nature conservatiowhich are allowed only by “no emission vehicles”) would push diffusion. Nevertheless, there are some

factors that limit the potential of usage. A high cargo load weight and volume is still a problem for the battery capacities of the heavy duty trucks. The high investment cost could probably not be paid by small

sized companies. Businesses will not be able to change their tour planning because of

between two trips. It has been suggested that companies will predominantly charge their electric fleet overnight on the company

In Germany, commercial cars have a 60% share of new car registrations moreover

companies (IREES GmbH, Fraunhofer ISI 2012).

Inga Luchmann

© Inga Luchmann

12

In the coming years, businesses and institutions are estimated to be an important car user vehicles is to be seen as private cars, business fleets , therefore generating a hugh impact on the ecological

Cars and light commercial short average useful life and

consider sustainable criteria selection, economic reasons in purchasing special cars and integrating in the

ical branches will purchase an e-

With regard to cars and utility vehicles, enabling factors for electric engines are the high annual kilometers and limited daily distances. A high share of inner city driving increases the efficiency of the electric engine

; Fraunhofer ISI 2011). Predictable tours as well as trips within sensitive areas (like pedestrian zones or nature conservation zones, which are allowed only by “no emission vehicles”) would push diffusion. Nevertheless, there are some

In Germany, commercial cars have a 60% share of new car registrations moreover 90% of EV



ground. As an alternative, Plugtrip length exactly, or need a higher volume weight.

Concerning pedelecs and e-cargo bikes for businesses and institutions, the decisive factors are very similar to the ones by citizens. Workers of enterprises,distances are predestined to be pedelec or edelivery, mail, post logistics services as well as hotels and otherservices could use pedelecs during large events like concerts, fairs and sport events; where car usage is hindered or traffic is extremely dense. Police officers patrolling with emay be more approachable due to easiness to maneuver. Police, civil servants and politicians could improve their image by the usage of pedelecs

Different types of branches could be identified,

1. Courier and Parcel- , Express Serviceslast mile transportation of the Post/DHL, UPS, airport and event logistics etc.

2. Firms with a huge and differing vehicle fleetlike energy companies, telecommunication

3. Public authorities and service vehice.g. public administration, utility and housing companies, street cleaning cars, policeambulance

4. Mobility providers from rental services until bike

5. Other commercial vehicleslike mobile nursing, social, technical and delivery services

© Dortmund Agentur


. As an alternative, Plug-in-Hybrids can be used for companies which cannot plan their trip length exactly, or need a higher volume weight.

cargo bikes for businesses and institutions, the decisive factors are very similar to the ones by citizens. Workers of enterprises, who need to travel a lot over short

to be pedelec or e-cargo bike users. They may beservices as well as hotels and other tourist businessesduring

large events like concerts, fairs and sport events; where car usage is

or traffic is extremely dense. with e-bikes

approachable due to Police, civil

servants and politicians could improve by the usage of pedelecs.

Different types of branches could be identified, these are

, Express Services last mile transportation of the Post/DHL, UPS, airport and event logistics etc.

Firms with a huge and differing vehicle fleet like energy companies, telecommunication etc.

Public authorities and service vehic les e.g. public administration, utility and housing companies, street cleaning cars, police

from rental services until bike- and carsharing providers as well as taxi companies

Other commercial vehicles social, technical and delivery services

Automobile manufacturers offering a carsharing fleet, rely on this marketing effect. E-carsharingrental providers are seen as an important user group. Their car fleets are estimated to getmarket” quickly, since the vehicles have a hvisibility and the more environmentally friendly electric cars fit better into the branches´ image. automakers can offer test rides before purchasing electric cars. Many potential buyers will have their first

Dortmund Agentur

© Dortmund Agentur

13

Hybrids can be used for companies which cannot plan their

cargo bikes for businesses and institutions, the decisive factors are who need to travel a lot over short

cargo bike users. They may be branches like home tourist businesses. Emergency

last mile transportation of the Post/DHL, UPS, airport and event logistics etc.

e.g. public administration, utility and housing companies, street cleaning cars, police and

taxi companies

offering a carsharing fleet, carsharing and car

rental providers are seen as an important user group. get into the “second

, since the vehicles have a high and the more environmentally friendly electric

s´ image. Additionally automakers can offer test rides before purchasing electric cars. Many potential buyers will have their first



experiences with lending or renting electric vehicles as customers of a sharing service provider. According to the survey on user acceptance of the innoZ, 40% of the asked persons used an electric carsharing option to try this type of drive system.minded groups for e-carsharing are the soenvironmental public transport affine user groups, and the so-called innovative technological multioptional user groups. The first group consists of persons that predominantly use the bicycle as well as mass transit, and the fun of car driving is rejected by the majority. This user group is primarurban space and does have a high level of education and income. The people of the second group are also having a positive attitude towards environmentally friendliness. They are very open towards every innovative and networked means of tr

In general, the highest potential for eachieved, as long as different types of vehicles will be in operationspecial trip or daily tour. This target grostimulation.

3.3 Tourists & Visitors

Many people have their very first experience with ea segway sightseeing, lending pedelecsrenting an electric car to be flexible in the choice of destinations during the stay

The target group of tourists and visitors are potential usersvehicles in case they do not arriveinformation and experiences onthe city’s image. The image of a city can be positively pushethrough tourist shuttle services, as well as pedelec or ededicated primarily to guests can be used by citizens as well. As sustainable tourism higher and higher importance, electric mobility can be one component of the sustainable tourism concept of the cities.

Tourists are looking for a comfortable, ecological and individual mobility option when renting a car, a pedelec or even a seniormobile for disabled. Electric scused for fun-oriented or sports activities, while rickshaws, segways or epredominantly used for sightseeing or shuttle services within the scope of events.

Different type of tourists and visitors can be

• Singles, couples and familiescarsharing or participate in segway or rickshaw sightseeing tours


experiences with lending or renting electric vehicles as customers of a sharing service provider. According to

user acceptance of the innoZ, 40% of the asked persons used an electric carsharing option

. The two most open-carsharing are the so-called

environmental public transport affine user groups, and called innovative technological multioptional

user groups. The first group consists of persons that predominantly use the bicycle as well as mass transit, and the fun of car driving is rejected by the majority. This user group is primarurban space and does have a high level of education and income. The people of the second group are also having a positive attitude towards environmentally friendliness. They are very open towards every innovative and networked means of transport (innoZ 2013)

the highest potential for e-mobility amongst businesses and institutionsachieved, as long as different types of vehicles will be in operation and can be chosen for the special trip or daily tour. This target group is highly susceptible to different kind

Tourists & Visitors

Many people have their very first experience with e-mobility on their holiday, like participating in a segway sightseeing, lending pedelecs to facilitate cycling against headwinds at the coast, or renting an electric car to be flexible in the choice of destinations during the stay

The target group of tourists and visitors are potential users, who primarily lend or rent electrarrive with their own vehicle. Tourists and visitors will on driving an electric vehicle. They are furthermore multipliers of

. The image of a city can be positively pushed by operating ces, as well as pedelec or e-car rentals. Moreover,

guests can be used by citizens as well. As sustainable tourism tance, electric mobility can be one component of the sustainable tourism

Tourists are looking for a comfortable, ecological and individual mobility option when renting a car, a pedelec or even a seniormobile for disabled. Electric scooters or mountain bikes can be

oriented or sports activities, while rickshaws, segways or e-cargo bikes are predominantly used for sightseeing or shuttle services within the scope of events.

Different type of tourists and visitors can be distinguished:

Singles, couples and families are lending, renting cars or pedelecs, using free floating carsharing or participate in segway or rickshaw sightseeing tours

© Dortmund Agentur

14

and the fun of car driving is rejected by the majority. This user group is primarily living in the urban space and does have a high level of education and income. The people of the second group are also having a positive attitude towards environmentally friendliness. They are very

ansport (innoZ 2013).

businesses and institutions will be and can be chosen for the

is highly susceptible to different kinds of financial

mobility on their holiday, like participating in to facilitate cycling against headwinds at the coast, or

renting an electric car to be flexible in the choice of destinations during the stay while vacation.

who primarily lend or rent electric Tourists and visitors will be given

are furthermore multipliers of d by operating an electric vehicle

Moreover, the rental services guests can be used by citizens as well. As sustainable tourism is gaining

tance, electric mobility can be one component of the sustainable tourism

Tourists are looking for a comfortable, ecological and individual mobility option when renting a ooters or mountain bikes can be

cargo bikes are predominantly used for sightseeing or shuttle services within the scope of events.

lending, renting cars or pedelecs, using free floating

mund Agentur



• Sporty tourists are mainly younger persons using edriving long distances by pedelc

• Elderly and disabled peoplebeing mobile individually for their daily activities. They demand seniormobiles, as well as all other types of electric vehicles.

• Business people using all kind of electric vehicles for professional private usage.


are mainly younger persons using e-bikes for climb up mountains, by pedelc

Elderly and disabled people will be offered an alternative, environmental friendly way of being mobile individually for their daily activities. They demand seniormobiles, as well as all other types of electric vehicles.

using all kind of electric vehicles for professional

15

ikes for climb up mountains,

will be offered an alternative, environmental friendly way of being mobile individually for their daily activities. They demand seniormobiles, as well as

using all kind of electric vehicles for professional ways as well as for



4 Target Group- Oriented Campaigns

Because of the diversity of user groups and wealth, it is necessary to focus relevant potential user group. Currentlycampaigns for electric mobility. Therefore a more general literature evaluated concerning the promotionsuccessful examples in this field

This chapter highlights the targetgroups accordingly. While section 4measures that serve as best practicearts of campaigning for the special modes of transport

4.1 Examples of Different Campaigns for E

Depending on the profile of the initiating body, there are various goals and expectations regarding the outcome of a campaign.acceptance and public awareness of the new forms of mobility amongst citizens.goal from the municipality´s side is to influence mobility behaviour of the and to achieve paradigm shift. The aspects of a private company are similar in terms of catching the interest of potential users, since providinprerequisite for a successful market penetration.

In general, a campaign can be successful once it target groups by promoting the benefits of such alternative modesFrom the retailers´ point of view, a quantitative evaluation may be possible through the number of sold e-vehicles or registered customers. The municipalities can evaluate the outcome of such mobility actions through the number of tripsecond indicator is already the result of shifting between transport modes.these campaigns was to achieve a paradigm shift from a conventional vehicle to an environmentally friendly mode of transport.

The following posters show good examples of successful campaigns in different segments of emobility, for different target groups, both with rental and purchase in focus. They are followed byTable 3 with a brief summary of all measures.


Oriented Campaigns

Because of the diversity of user groups alternating in terms of reasons for using, age, lifestyle sary to focus on promotion, campaigns and events addressing

relevant potential user group. Currently, no studies exist with respect to exactcampaigns for electric mobility. Therefore a more general literature has been

the promotion and campaigning innovations, completed with successful examples in this field.

highlights the target-oriented promotion, campaigns and events to the special user ection 4.1 introduces seven examples of already implemented

practices, section 4.2 summarizes the main features of the various for the special modes of transport.

Examples of Different Campaigns for E -mobility

nding on the profile of the initiating body, there are various goals and expectations regarding the outcome of a campaign. The overall aim of these campaigns acceptance and public awareness of the new forms of mobility amongst citizens.goal from the municipality´s side is to influence mobility behaviour of the dedicatedand to achieve paradigm shift. The aspects of a private company are similar in terms of catching the interest of potential users, since providing information about the new vehicles is a prerequisite for a successful market penetration.

In general, a campaign can be successful once it meets the specific needs of the addressed promoting the benefits of such alternative modes and giving

From the retailers´ point of view, a quantitative evaluation may be possible through the number vehicles or registered customers. The municipalities can evaluate the outcome of such

mobility actions through the number of trips, or the share of all trips made by esecond indicator is already the result of shifting between transport modes. The overall aim of these campaigns was to achieve a paradigm shift from a conventional vehicle to an

mode of transport.

The following posters show good examples of successful campaigns in different segments of emobility, for different target groups, both with rental and purchase in focus. They are followed by

with a brief summary of all measures.

16

in terms of reasons for using, age, lifestyle addressing each

with respect to exact target oriented has been sighted and completed with some

oriented promotion, campaigns and events to the special user already implemented

the main features of the various

mobility

nding on the profile of the initiating body, there are various goals and expectations overall aim of these campaigns is to increase

acceptance and public awareness of the new forms of mobility amongst citizens. A more specific dedicated target groups

and to achieve paradigm shift. The aspects of a private company are similar in terms of catching g information about the new vehicles is a

meets the specific needs of the addressed ing them incentives.

From the retailers´ point of view, a quantitative evaluation may be possible through the number vehicles or registered customers. The municipalities can evaluate the outcome of such

s, or the share of all trips made by e-vehicles – the The overall aim of

these campaigns was to achieve a paradigm shift from a conventional vehicle to an

The following posters show good examples of successful campaigns in different segments of e-mobility, for different target groups, both with rental and purchase in focus. They are followed by



General Aim of the Campaign: shift from car to environmentally friendly mode; provide mobility for new segments of society

Main Content of Measure: continuous monitoring over a monthevaluation by mobility diaries completed (20 locals involved)encourage senior citizens to use pedelecs on daily trips by showing benefits of being mobile (offering independence from drivers as passenger)

Incentives: free test bikes are provided for all users for a week with information (maintenance, charging, riding)

Service provider/ participating associationsCity of Graz, ELTIS, Energie Steiermark

Promotion Medium: homepage, social media (youtube)

Active Access – Pedelec testing for senior citizens

Promoted Transport Mode: pedelec (purchase)

Target Group: senior- and middle-aged citizens

Profile of Campaign: society-oriented

Addressed Trip Purpose: home-shopping; home-work; recreation (leisure)

Location: Graz, Austria

Sponsor of Project: pilot project funded by EU

Outcome of the Campaign:great success officially confirmed: both qualitative and quantitative results (e.g. 46 % of all trips made by pedele; catchment area of non-car-users increased)


http://w w w .eltis.org/index.php?id=13&study_id=2935

General Aim of the Campaign: shift from car to environmentally friendly mode; provide mobility for new segments of society

continuous monitoring over a monthevaluation by mobility diaries completed (20 locals involved)encourage senior citizens to use pedelecs on daily trips by showing benefits of being mobile (offering independence from drivers as passenger)

free test bikes are provided for all users for a week with information (maintenance, charging, riding)

Service provider/ participating associations : City of Graz, ELTIS, Energie Steiermark

homepage, social media (youtube)


pedelec (purchase)

senior- and middle-aged citizens

society-oriented

home-shopping; home-work; recreation (leisure)

pilot project funded by EU

great success officially confirmed: both qualitative and quantitative results (e.g. 46 % of all trips made by pedele; catchment area of non-car-users increased)

17

Source: http://w w w .eltis.org/index.php?id=13&study_id=2935

encourage senior citizens to use pedelecs on daily trips by showing benefits of being mobile

free test bikes are provided for all users for a week with information (maintenance, charging, riding)


great success officially confirmed: both qualitative and quantitative results (e.g. 46 % of all trips made by



http://w w w .aachen.de/DE/stadt_buerger/verkehr_strasse/verkehrskonzepte/elektromobilitae

Incentives: free delivery and pick-up service with all equipments during the test weekparticipation up to 5 e-bikes is free of charge free technical instruction on site support program completed with financial incentive from STAWAG

Service provider/ participating associationsCity of Aachen, StädteRegion Aachen, STAWAG, IHK, Radstation Wabe e.V.

Promotion Medium: flyer (private); posters (public)

Location: Aachen and agglomeration, Germany

General Aim of the Campaign:

E-Bike Test Weeks for Companies

Promoted Transport Mode: e-bike (rental)

Target Group: business customers (companies and institutes)

Profile of Campaign: society-oriented

Addressed Trip Purpose: home-work; work-work

Outcome of the Campaign:high customer satisfaction documented - experience available on the homepage

Main Content of Measure: convince business customers to offer e-bike sharing for commuting due to its extended rangecompanies can apply for free pedelec test weeks (Monday-Friday) with a likely extension to the weekend

Sponsor of Project: financed by project partners


http://w w w .aachen.de/DE/stadt_buerger/verkehr_strasse/verkehrskonzepte/elektromobilitaet/e-bike/Flyer_Pedelec-Testw ochen.pdf

free delivery and pick-up service with all equipments during the test weekparticipation up to 5 e-bikes is free of charge

support program completed with financial incentive from STAWAG

Service provider/ participating associations : City of Aachen, StädteRegion Aachen, STAWAG, IHK, Radstation Wabe e.V.

flyer (private); posters (public)

Aachen and agglomeration, Germany

General Aim of the Campaign: shift from conventional bikes and cars to e-bike (share)

E-Bike Test Weeks for Companies (E-Bike Testwochen für Betriebe)

e-bike (rental)

business customers (companies and institutes)

society-oriented

home-work; work-work

high customer satisfaction documented - experience available on the homepage

convince business customers to offer e-bike sharing for commuting due to its extended rangecompanies can apply for free pedelec test weeks (Monday-Friday) with a likely extension to the weekend

financed by project partners

18

Source: http://w w w .aachen.de/DE/stadt_buerger/verkehr_strasse/verkehrskonzepte/elektromobilitae

t/e-bike/Flyer_Pedelec-Testw ochen.pdf

shift from conventional bikes and cars to e-bike (share)

convince business customers to offer e-bike sharing for commuting due to its extended rangecompanies can apply for free pedelec test weeks (Monday-Friday) with a likely extension to the weekend



Outcome of the Campaign:ongoing measureno published results but so far customer satisfacton and high public interest

Main Content of Measure: e-mobility station & info center is built by VW working principle, technical performance and benefits of buying the e-car emphasizedinteractive platform established on the official homepage for FAQ articles and infos provided about environment apps developed for optimized travel

Incentives: e-bike is offered as prize of a competition published on the homepagee-up! (e-car) owners can rent conventional VW cars for long distance trips with special conditions test driving - evaluation and experience of users

Service provider/ participating associations

Promotion Medium: permanent e-mobility station, social media, TV commercial, info broschures

Location: Wolfsburg, Germany

Sponsor of Project: financed by private automaker

General Aim of the Campaign: shift from regular cars to e-cars (business customers: fleet)increase acceptance of e-mobility

Promoted Transport Mode: e-car (purchase)

Target Group: both private and business customers

Profile of Campaign: environment-oriented

Addressed Trip Purpose: all trip purposes


Source: http://emobility.volksw agen.de/de/de/private/Idee.html

no published results but so far customer satisfacton and high public interest

e-mobility station & info center is built by VW working principle, technical performance and benefits of buying the e-car emphasizedinteractive platform established on the official homepage for FAQ articles and infos provided about environment apps developed for optimized travel

e-bike is offered as prize of a competition published on the homepagee-up! (e-car) owners can rent conventional VW cars for long distance trips with special conditions test driving - evaluation and experience of users

Service provider/ participating associations : Volkswagen

permanent e-mobility station, social media, TV commercial, info broschures

financed by private automaker

General Aim of the Campaign: shift from regular cars to e-cars (business customers: fleet)increase acceptance of e-mobility

Volkswagen e-mobility

e-car (purchase)

both private and business customers

environment-oriented

all trip purposes

19

Source: http://emobility.volksw agen.de/de/de/private/Idee.html

working principle, technical performance and benefits of buying the e-car emphasized

e-up! (e-car) owners can rent conventional VW cars for long distance trips with special conditions



General Aim of the Campaign: enhance paradigm shift from conventional car

Main Content of Measure: increase acceptance through the detailed introduction of daily usagedevelopment and testing of infrastructure and vehiclevideo promotion satisfy each target group`s preferences by emphasizing specific features (e.g.: environmental aspects, cost aspects, "cool")

Incentives: -

Service provider/ participating associationsModel region Rhein-Ruhr (several energy suppliers and private companies)

Promotion Medium: flyer, promotion video at homepage

Location: model region in Rhein-Ruhr, Germany

Sponsor of Project: financed by Federal Ministry of Transport, Building and Urban Development (BMVBS)

Outcome of the Campaign:not published yet

E-Mobil NRW Climate Protection in Road Traffic (E-Mobil NRWKlimaschutz im Straßenverkehr)

Promoted Transport Mode: e-car, e-scooter (purchase and sharing)

Target Group: all members of middle class families

Profile of Campaign: emotion-oriented (personal experience provided)

Addressed Trip Purpose: all trip purposes


General Aim of the Campaign: enhance paradigm shift from conventional car

increase acceptance through the detailed introduction of daily usagedevelopment and testing of infrastructure and vehiclevideo promotion satisfy each target group`s preferences by emphasizing specific features (e.g.: environmental aspects, cost aspects, "cool")

Service provider/ participating associations : Model region Rhein-Ruhr (several energy suppliers and private companies)

flyer, promotion video at homepage

model region in Rhein-Ruhr, Germany

financed by Federal Ministry of Transport, Building and Urban Development (BMVBS)

E-Mobil NRW Climate Protection in Road Traffic (E-Mobil NRWKlimaschutz im Straßenverkehr)

e-car, e-scooter (purchase and sharing)

all members of middle class families

emotion-oriented (personal experience provided)

all trip purposes

Source: http://w w w .emobil-nrw .de/

20

video promotion satisfy each target group`s preferences by emphasizing specific features

financed by Federal Ministry of Transport, Building and Urban Development (BMVBS)

Source: http://w w w .emobil-nrw .de/



General Aim of the Campaign: shift from communal cars to e-car

Main Content of Measure: test week for commuters provided to gain "self-experience" 30 e-cars for a 5-day-long test week for 70 participantsexperience of users published and updatedreduced costs and general benefits of daily usage emphasized vs. car (petrol)

Sponsor of Project: sponsored by federal association with manufacturers

Outcome of the Campaign:great success: positive feedback after the campaignhigh interest is officially confirmed (3200 applicants for 30 e-cars)

Promotion Medium: homepage, radio, social media (twitter), newspaper

Location: Frankfurt, Wiesbaden, Grebenstein, Hessen, Germany

Promoted Transport Mode: e-car (purchase)

Target Group: (private) commuters

Profile of Campaign: emotion-oriented (personal experience provided)

Addressed Trip Purpose: home-work; work-work

Incentives: -

Service provider/ participating associationsFederal Association of eMobility (Bundesverband eMobilität e.V.), Hessian Provincial Government (Hessische Landesregierung), TÜV Hessen, City of Frankfurt (Frankfurt eMobil)


eCommuter (ePendler)

General Aim of the Campaign: shift from communal cars to e-car

test week for commuters provided to gain "self-experience" 30 e-cars for a 5-day-long test week for 70 participantsexperience of users published and updatedreduced costs and general benefits of daily usage emphasized vs. car (petrol)

sponsored by federal association with manufacturers

great success: positive feedback after the campaignhigh interest is officially confirmed (3200 applicants for 30 e-cars)

Source: http://w w w .bem-ev.de/projekte/ependler/

homepage, radio, social media (twitter), newspaper

Frankfurt, Wiesbaden, Grebenstein, Hessen, Germany

e-car (purchase)

(private) commuters

emotion-oriented (personal experience provided)

home-work; work-work

Service provider/ participating associations : Federal Association of eMobility (Bundesverband eMobilität e.V.), Hessian Provincial Government (Hessische Landesregierung), TÜV Hessen, City of Frankfurt (Frankfurt eMobil)

21

Source: http://w w w .bem-ev.de/projekte/ependler/

Federal Association of eMobility (Bundesverband eMobilität e.V.), Hessian Provincial Government



Outcome of the Campaign:ongoing measure no published results but so far customer satisfacton and high public interest

Promotion Medium: homepage, social media (facebook, twitter, youtube)

Location: Baden-Baden, Heidelberg, Karlsruhe (also other locations from segway point), Germany

Sponsor of Project: financed by project partners

Main Content of Measure: provide fun-oriented sight seeing tour completed with quick introduction of the main functions conditions of use: max no.of participants (10), age, driving license, max.weightextra seasonal tours (culinary, e-Card rail tour for private purposes

Incentives: gift vouchers with no expiration date, free drinks from one partner50 % cost refunding in case of unsatisfactionspecial service for business customers: pick-up, one-way tours, adapted corporate identity on segways

Service provider/ participating associationsSegway point Baden-Baden; (ADAC & private sponsors)

General Aim of the Campaign: promote new mobility form increase acceptance in society

Promoted Transport Mode: segway (rental)

Target Group: tourists (individuals or groups), business customers

Profile of Campaign: fun-oriented

Addressed Trip Purpose: recreation (leisure)


Source: http://w w w .city-seg.de/

no published results but so far customer satisfacton and high public interest

homepage, social media (facebook, twitter, youtube)

Baden-Baden, Heidelberg, Karlsruhe (also other locations from segway point), Germany

financed by project partners

provide fun-oriented sight seeing tour completed with quick introduction of the main functions conditions of use: max no.of participants (10), age, driving license, max.weightextra seasonal tours (culinary, e-Card rail tour for private purposes

gift vouchers with no expiration date, free drinks from one partner50 % cost refunding in case of unsatisfactionspecial service for business customers: pick-up, one-way tours, adapted corporate identity on segways

Service provider/ participating associations : Segway point Baden-Baden; (ADAC & private sponsors)

General Aim of the Campaign:

Cityseg… Experience the City (Cityseg... erfahre die Stadt)

segway (rental)

tourists (individuals or groups), business customers

fun-oriented

recreation (leisure)

22

Source: http://w w w .city-seg.de/

Baden-Baden, Heidelberg, Karlsruhe (also other locations from segway point), Germany

provide fun-oriented sight seeing tour completed with quick introduction of the main functions

special service for business customers: pick-up, one-way tours, adapted corporate identity on segways



Promotion Medium: poster, homepage, social media

Location: Bologna, Italy

Sponsor of Project: costs covered by own resources

Outcome of the Campaign:initiative caught dealers´ attention, already a regular service - organized city tour

General Aim of the Campaign: revitalization/socialization of the donwtown cleaner, safer, environmental-friendly citypromote alternative public transport show limited public transport supply in the city centre

Main Content of Measure: group of active citizens initiate on own costs a sight-seeing in the historical cityhitching a ride is allowed for everyonenew jobs are provided for students, unemployed

Incentives: citizens can support a purchase of more vehicles by donationsFriday and Saturday night: also free transport in the city

Service provider/ participating associationsgroup of volunteers and activists (Primavera Urbana)

Promoted Transport Mode: e-rickshaw (rental with driver)

Target Group: local citizens, tourists

Profile of Campaign: fun-oriented

Addressed Trip Purpose: home-others


Source: http://w w w .bi-bo.it/tarif fe/

poster, homepage, social media

costs covered by own resources

initiative caught dealers´ attention, already a regular service - organized city tour

General Aim of the Campaign: revitalization/socialization of the donwtown cleaner, safer, environmental-friendly citypromote alternative public transport show limited public transport supply in the city centre

group of active citizens initiate on own costs a sight-seeing in the historical cityhitching a ride is allowed for everyonenew jobs are provided for students, unemployed

citizens can support a purchase of more vehicles by donationsFriday and Saturday night: also free transport in the city

Service provider/ participating associations : group of volunteers and activists (Primavera Urbana)

BI-BO

e-rickshaw (rental with driver)

local citizens, tourists

fun-oriented

home-others

23

Source: http://w w w .bi-bo.it/tarif fe/



Table 3: Overview of Best Pr actices in the field of e

Promoted Transport

ModeName of Campaign

Profile of Campaign

pedelec (purchase)

Active Access Pedelec testing for senior citizens

society-oriented

e-bike (rental)

E-Bike Test Weeks for Companies (E-Bike Testwochen für Betriebe)

society-oriented

e-car (purchase)

Volkswagen e-mobility

environment-oriented

e-car, e-scooter (purchase and sharing)

E-Mobil NRW Climate Protection in Road Traffic (E-Mobil NRW Klimaschutz im Straßenverkehr)

emotion-oriented

e-car (purchase)

eCommuter (ePendler)emotion-oriented

segway (rental)

Cityseg… Experience the City (Cityseg... erfahre die Stadt)

fun-oriented

e-rickshaw (rental with driver)

BI-BO fun-oriented

actices in the field of e -mobility

Profile of Campaign

Service provider LocationTarget Group Purpose

City of Graz Graz (AT)senior citizens

home-shopping home-workrecreation

City of AachenAachen &agglomeration (DE)

business customers

home-workwork-work

environment-Volkswagen Wolfsburg (DE)

private & business customers

all trip purposes

Model region Rhein-Ruhr

model region Rhein-Ruhr (DE)

middle class families

all trip purposes

Federal Association eMobility (Bundesverband eMobilität e.V.)

Frankfurt, Wiesbaden, Grebenstein, Hessen (DE)

(private) commuters

home-workwork-work

fun-orientedSegway point Baden-Baden

Baden-Baden, Heidelberg, Karlsruhe (DE)

tourists business customers

recreation

fun-oriented Primavera Urbana Bologna (IT)local citizens tourists

home-others

TripPurpose

Outcome of the Campaign

home-shopping home-workrecreation

successful

home-workwork-work

successful

all trip purposes not published yet

all trip purposes not published yet

home-workwork-work

successful

recreation not published yet

home-others successful



4.2 Main Characteristics of

The following section sums up some sighted emobility campaigns differentiated between the various modes of transport. The above mentioned examples of practice as well as flyers, brochures and homepages of different kind of maanalysed.

The example of the German car manufacturer Volkswagen technical features such as range and regenerative braking also have to be emphasized besides the environmental benefits that an eno emphasis on a particular target group, but general with all trip purposes. The example of VW shows, that apart from the temporary campaigns, permanent promotions have to be provided on the homepage in order to convince customers and to ease the market peThe car manufacturer Renault is advertising its Renault Zoe as an emissionwhich is clean and favourable, while Mitsubishi is promoting its i Miev with technical and driving facts, lower noise emission, soft and powerful starting, without focusing on special kind of target group except technological savvy persons

A successful campaign of e-carsharing is represented by oriented campaign focusing on ththis term is already known from conventional carsharing. Also carsharing, but does not mention its electric vehicles and special user groups within the potential sharing fleet users.6 The Deutsche BahnFlinkster, for tourists discovering nature and excursion destinations by innovative eemissions and noise, but with comfort, functionality and innovaticoncept of promotion is approached by company is advertising its mobility concept on its homepage as being practical, flexible and environmentally friendly, whereas no spcarsharing for private as well as electric caris not dedicated to a specific target group, but prices are tailored to the special needs of students, occasional and frequent different target groups by offering different types of cars that fit to the customers’ wishes

The general aim of campaigns promoting pedelecs is overcoming the obstacles of a hilly areainconveniences. By the promotion of usage on

5 Advertised in Deutsche Bahn magazine; 6 www.drive-carsharing.com 7 www.flinkster.de 8 www.multicity-carsharing.de/ 9 www.moveabout.com

tric mobility in smaller cities

Main Characteristics of Different E- mobility Campaigns

The following section sums up some sighted emobility campaigns differentiated between the various modes of transport. The above mentioned examples of practice as well as flyers, brochures and homepages of different kind of manufacturers, providers or dealers have been

The example of the German car manufacturer Volkswagen (VW) shows, that the specific technical features such as range and regenerative braking also have to be emphasized besides the environmental benefits that an e-car can bring. By the campaign of Volkswagen there was no emphasis on a particular target group, but on both individual and business customers in general with all trip purposes. The example of VW shows, that apart from the temporary campaigns, permanent promotions have to be provided on the homepage in order to convince customers and to ease the market penetration. The outcome is therefore difficult to evaluate. The car manufacturer Renault is advertising its Renault Zoe as an emissionwhich is clean and favourable, while Mitsubishi is promoting its i Miev with technical and driving

lower noise emission, soft and powerful starting, without focusing on special kind of target group except technological savvy persons.5

carsharing is represented by E-Mobil NRW – it is an emotion oriented campaign focusing on the paradigm shift from possessing a car to share the vehicle this term is already known from conventional carsharing. Also Drive-Carsharingcarsharing, but does not mention its electric vehicles and special user groups within the potential

Deutsche Bahn is promoting its electric carsharing servicefor tourists discovering nature and excursion destinations by innovative e

emissions and noise, but with comfort, functionality and innovative technology.concept of promotion is approached by Multicity, the electric carsharing provider of Citrocompany is advertising its mobility concept on its homepage as being practical, flexible and environmentally friendly, whereas no special user groups are addressed.8 Moveaboutcarsharing for private as well as electric cars for business customers and fleetsis not dedicated to a specific target group, but prices are tailored to the special needs of

sional and frequent private and business drivers.9 The concept is addressing different target groups by offering different types of cars that fit to the customers’ wishes

The general aim of campaigns promoting pedelecs is to increase the mobility of socieovercoming the obstacles of a hilly area or special weather conditions and

By the promotion of usage on a daily basis, all users were actively involved.

Deutsche Bahn magazine; www.renault.de/ZOE, a flyer of I Miev; www.imiev.de

mobility Campaigns

The following section sums up some sighted emobility campaigns differentiated between the various modes of transport. The above mentioned examples of practice as well as flyers,

nufacturers, providers or dealers have been

shows, that the specific technical features such as range and regenerative braking also have to be emphasized besides

car can bring. By the campaign of Volkswagen there was on both individual and business customers in

general with all trip purposes. The example of VW shows, that apart from the temporary campaigns, permanent promotions have to be provided on the homepage in order to convince

netration. The outcome is therefore difficult to evaluate. The car manufacturer Renault is advertising its Renault Zoe as an emission-free family car, which is clean and favourable, while Mitsubishi is promoting its i Miev with technical and driving

lower noise emission, soft and powerful starting, without focusing on special kind of target

it is an emotion e paradigm shift from possessing a car to share the vehicle –

Carsharing is promoting carsharing, but does not mention its electric vehicles and special user groups within the potential

is promoting its electric carsharing service, called e-for tourists discovering nature and excursion destinations by innovative e-car without

ve technology.7 A similar , the electric carsharing provider of Citroën. The

company is advertising its mobility concept on its homepage as being practical, flexible and Moveabout offers e-

and fleets. The homepage is not dedicated to a specific target group, but prices are tailored to the special needs of

The concept is addressing different target groups by offering different types of cars that fit to the customers’ wishes.

to increase the mobility of society by and their perceived

users were actively involved.

flyer of I Miev; www.imiev.de



The target groups of these campaigns are the daily commuters and in the phase of market launch, pedelecs were directed for the 60+ target group. But the average age of pedelec users has been decreasing in recent years. Nowadays advertising agencies are focusing more on the so-called group of to push family-compatible pedelecs. attracted, since pedelec was set to be a competitor of a car within a certain commuting distancethrough its wider range. Besides the conventional cyclists are easier

Concerning electric motorbikes and scooters, range and battery, but design playscases is also mentioned, but nmotorbike user groups.11

Segways and rickshaws are promoted by funsides – mainly for leisure activities as trip purpose. But the target groups are also the business customers, since it fits to the profile of a company for providing “after work activities”. So far, guided segway tours have more succeparticipants. Currently, many cities offering fun sightseeing tours by segways like the german cities of Münster, Lübeck, Berlin or the Danish capital Copenhagen. Sometimes, as in the case of Copenhagen shows, age or weight limits (over 12 years; between 45 and 117 kg) are given for users, completed with recommendation due to safety reasons, like pregnant women should not use segways. Further user group segmentation Factory is selling its electric rickshaw with its uniqueness and its “exotic flavour” for private as well as for professional customers. A lot of space for cargo load, high reliability and low maintenance and operational costs with more mileage are offeredlower price component are predominantly concentrating on tourists and small mobile shops as well as event managers.13

The analysed examples show a veryoffers. Until today there is no final assessment about the user segments of each mode.

10 The selection of target groups (commuters and the elderly people) correspondsUrbanczyk, Fenton, Dufour 2011. In fact, awomen. 11 www.innoscooter.de; www.my-elli.com12 www.tourscph.com 13 www.tuktukfactory.com


target groups of these campaigns are the daily commuters and the senior citizensin the phase of market launch, pedelecs were directed for the 60+ target group. But the average age of pedelec users has been decreasing in recent years. Nowadays advertising agencies are

called group of LOHAS (Lifestyle of Health and Sustainability) and tries compatible pedelecs. Amongst the daily commuters, the car drivers were

attracted, since pedelec was set to be a competitor of a car within a certain commuting distance. Besides the so-called “habitual car drivers” (Urbanczyk 2011)

easier to convince to use pedelecs.

Concerning electric motorbikes and scooters, manufacturers mainly provide facts plays an important role as well. The lower noise operation in some

, but no special target groups are addressed within the

Segways and rickshaws are promoted by fun-oriented campaigns from both purchase and rental mainly for leisure activities as trip purpose. But the target groups are also the business

customers, since it fits to the profile of a company for providing “after work activities”. So far, guided segway tours have more success than the private purchase concerning the number of participants. Currently, many cities offering fun sightseeing tours by segways like the german cities of Münster, Lübeck, Berlin or the Danish capital Copenhagen. Sometimes, as in the case

shows, age or weight limits (over 12 years; between 45 and 117 kg) are given for users, completed with recommendation due to safety reasons, like pregnant women should not use segways. Further user group segmentation has not been undertaken.

is selling its electric rickshaw with its uniqueness and its “exotic flavour” for private as well as for professional customers. A lot of space for cargo load, high reliability and low maintenance and operational costs with more mileage are offered. The funlower price component are predominantly concentrating on tourists and small mobile shops as

The analysed examples show a very differentiated picture of advertising the electric supply and offers. Until today there is no final assessment about the user segments of each mode.

The selection of target groups (commuters and the elderly people) corresponds

Urbanczyk, Fenton, Dufour 2011. In fact, amongst senior citizens, the campaigns targeted to address the

elli.com or www.brammo.com

26

the senior citizens10. While in the phase of market launch, pedelecs were directed for the 60+ target group. But the average age of pedelec users has been decreasing in recent years. Nowadays advertising agencies are

LOHAS (Lifestyle of Health and Sustainability) and tries mongst the daily commuters, the car drivers were

attracted, since pedelec was set to be a competitor of a car within a certain commuting distance (Urbanczyk 2011), the

provide facts about speed, he lower noise operation in some

addressed within the scooter or

h purchase and rental mainly for leisure activities as trip purpose. But the target groups are also the business

customers, since it fits to the profile of a company for providing “after work activities”. So far, ss than the private purchase concerning the number of

participants. Currently, many cities offering fun sightseeing tours by segways like the german cities of Münster, Lübeck, Berlin or the Danish capital Copenhagen. Sometimes, as in the case

shows, age or weight limits (over 12 years; between 45 and 117 kg) are given for users, completed with recommendation due to safety reasons, like pregnant women should

not been undertaken.12 The Tuk Tuk is selling its electric rickshaw with its uniqueness and its “exotic flavour” for private as

well as for professional customers. A lot of space for cargo load, high reliability and low . The fun-oriented feature and

lower price component are predominantly concentrating on tourists and small mobile shops as

differentiated picture of advertising the electric supply and offers. Until today there is no final assessment about the user segments of each mode.

to the study of mongst senior citizens, the campaigns targeted to address the



5 The MunicipalitiesGroups

Based on the theoretical influencing parameters chapter deals with the municipalities’ scope of action.local circumstances aimed at supporting electro mobility. mobility providers or vehicle dealerspromotion and campaigns for electric vehicles. coming up, what electric modes fit into thepotential target group has to be campaigns on the advantages Compatibility with the personal values and needs depending on the personal frameworknational conditions have to be the different fields of action.

The guaranteed political support is campaigns (Institute for Transport especially the mayor and his head officials. its existing fleet, or if people see the mayimage and has an exemplary effectand bikes increases visibility like the strategically developed public charging infrastructure does.

Municipalities may slowly change the individual mobility behaviourfriendly attitude by increasing awareness of hasustainable. Towns and cities can increase information flow about electric mobility and its advantages. Flyer, poster and reports in different kindinformation points or mobility stations may spread knowledge. collection of information about all activities concerning the sustainability of the city. municipalities establish mobility managementoptions. Cities can offer information and contact persons via events in hotels, research institutes and shopping center. Performing wcitizens may be a starting point of establishing Wuppertal, in the Ruhr region.14

provision of free test rides for a certain time period by providers. Any events focusing sustainability, lthe potential of e-mobility.

Cities might offer electric mobility options and infrastructure, for example infrastructure for bikes or cars. Secure bikefeeling comfortable while riding pedelecthe cleaning of lanes from dirt, leaves, snow and ice. Bike racks in terms of safeand vandalism as well as a covered

14 www.emobil.wuppertal-aktiv.de


unicipalities ´ Scope of Action to A ddress

influencing parameters and the various types of campaigning this municipalities’ scope of action. Cities can have an active influence on

local circumstances aimed at supporting electro mobility. Besides the automotive manufacturers, dealers, municipalities – like in the ELMOS project

promotion and campaigns for electric vehicles. But before starting campaigns, the question is what electric modes fit into the local traffic and environmental policy,

has to be addressed. Municipalities should focus their promotion and that electric vehicles have for the special target groups.

sonal values and needs depending on the personal frameworkto be demonstrated (Peters, Popp et al. 2011). Figure 3 is summarizing

The guaranteed political support is inevitable for initiating and realizing measures and ransport Studies 2010). Therefore it is crucial to convince politicians

head officials. If the municipality is integrating electric vehicles into g fleet, or if people see the mayor riding a pedelec, these activities may improve the

has an exemplary effect. The replacement of the traditional car fleet and bikes increases visibility like the strategically developed public charging infrastructure does.

Municipalities may slowly change the individual mobility behaviour into a more environmental friendly attitude by increasing awareness of handling environmental resources responsible and

Towns and cities can increase information flow about electric mobility and its advantages. Flyer, poster and reports in different kinds of media, information at tourist

ity stations may spread knowledge. New residents might get a collection of information about all activities concerning the sustainability of the city.

ities establish mobility management to inform people about different kinds of mobility Cities can offer information and contact persons via events in hotels, research institutes

Performing workshops and roundtables involving e-mobility may be a starting point of establishing e-mobility networks like e.g. in the city of

14 The spread of information has to be completed with the provision of free test rides for a certain time period by municipalities, automakers or service

Any events focusing sustainability, lifestyle, technology etc. are opportunities to show

electric mobility options and infrastructure, for example public charging cars. Secure bike lanes in terms of width, curvature and

feeling comfortable while riding pedelecs. Besides the development of infrastructurelanes from dirt, leaves, snow and ice. Bike racks in terms of safe

covered protection against rain and snow will make

aktiv.de, http://ruhrmobil-e.de/

27

ddress Target

and the various types of campaigning this ities can have an active influence on

automotive manufacturers, like in the ELMOS project – can set

But before starting campaigns, the question is local traffic and environmental policy, and which

unicipalities should focus their promotion and the special target groups.

sonal values and needs depending on the personal framework, and Figure 3 is summarizing

for initiating and realizing measures and . Therefore it is crucial to convince politicians,

If the municipality is integrating electric vehicles into or riding a pedelec, these activities may improve the

the traditional car fleet with electric cars and bikes increases visibility like the strategically developed public charging infrastructure does.

into a more environmental ndling environmental resources responsible and

Towns and cities can increase information flow about electric mobility and its of media, information at tourist

New residents might get a collection of information about all activities concerning the sustainability of the city. Some

to inform people about different kinds of mobility Cities can offer information and contact persons via events in hotels, research institutes

mobility experts and like e.g. in the city of

has to be completed with the automakers or service

ifestyle, technology etc. are opportunities to show

public charging lanes in terms of width, curvature and signs will help

the development of infrastructure, it includes lanes from dirt, leaves, snow and ice. Bike racks in terms of safety against theft

against rain and snow will make people feel



better when using and locking demonstrates an adequate answer to theft problemsgarages.

Towns and cities might foster mlocal employers and great visitor spread information about their suppladministration as a huge employer employees. They might also provide information for ccarpooling because of saving parking space, enhancing health of the employees by riding a pedelec instead of a car and gaining a positive image as being awarEngagement of media when realizing measures the companies.

Municipalities can offer incentives for enature-sensitive areas or pedestrian zones for electric commercial vehicles, offer cost free parking or even charging for electric vehicles.providers may be offered when existing or planned fleet or building charging infrastructurefunding programs, provision e-additionally support the local market penetration.

Figure 3: Municipals´ Scope of action


their vehicle in public space. E.g. in the city of Münster an adequate answer to theft problems in terms of establishing guard

Towns and cities might foster mobility providers promoting and offering electric offersvisitor magnets like museums, theaters and cinemas

spread information about their supplementing supply of charging or parking infrastructureemployer may help in finding partners for e-carpooling among

They might also provide information for companies about the wing parking space, enhancing health of the employees by riding a

pedelec instead of a car and gaining a positive image as being aware of ecological matters. when realizing measures creates the possibility of cost

Municipalities can offer incentives for e-car drivers; they can release bus lanes or driving in sensitive areas or pedestrian zones for electric commercial vehicles, offer cost free

parking or even charging for electric vehicles. Financial incentives to individuals, mobility be offered when purchasing an EV or integrating electric vehicles into their

or building charging infrastructure. Participating in national research and -mobility and its necessary framework within planning rules may market penetration.

Municipals´ Scope of action to promote e- mobility (source: PTV Group)

28

.g. in the city of Münster in terms of establishing guarded bicycle

electric offers. Hugh , theaters and cinemas may support to

ly of charging or parking infrastructure. Public carpooling among

win-win situation in e-g parking space, enhancing health of the employees by riding a

of ecological matters. creates the possibility of cost-free marketing for

car drivers; they can release bus lanes or driving in sensitive areas or pedestrian zones for electric commercial vehicles, offer cost free

ncentives to individuals, mobility integrating electric vehicles into their

Participating in national research and mobility and its necessary framework within planning rules may

mobility (source: PTV Group)



6 Conclusions and

The general aim of e-mobility campaigns and all the measures undertaken in the recent years is the early adoption of e-vehicles. of the offered mobility option. In terms of a rental service such as ethe daily usage means to achieve an acceptable utilization of the rented vehicles per day. On the other hand, as the outcome of the purchase, the vehicle has to be employed for dai

In each case, the clear selection of group has individual preferences, and they can be engaged through the emphasis of these priorities. Besides the technical featureshealth benefits have to be emphasized in order to engage years the early adopters of electric mobility will tpurchase of an EV still holds more risks than at later times. Probably in later times a bigger variety of models will be offered, technological maturity will increase, lower prices of EVs are expected and public charging infrastructure will be more widespread.

All planned measures contribute to overcome barriers. The promotion of the campaign has to take place in a way that the interests of the targeted user group are met.target groups – citizens, businesses and institutions as well as tourists and addressed separately. Different channels will reach eachthe three superior target groupscommunication channels and various telephone contacts, advertisements or articles in newspaper, middle aged and elderly citizen as well as professional stakeholders about dicurrently addressed by promotion activities for emedia, events and homepagesinformation and hotels.

Beside the various media one can use for promoting ereasons for using or enabling factors need to be focused. Cinstitutions using cars can be addressed by saving operational While using bikes they may be persuade by improving the health and personal fitness. income groups might be interested in electric carsharing or carpooling, while more wealthy people may be convinced purchasing an electmodern character.

However, the doubts also have to be clarified even though they produce zero emissions during their operation, taking the whole prodchain into account, the disposal of batteries and is still crucial, and the electricity mix as a fuel still comes from fossil energy sources. This problem could only be solved through the development of new technologies concerning the recycling of t


Conclusions and Further R ecommendations

mobility campaigns and all the measures undertaken in the recent years is vehicles. A common feature was the promotion of usage on a daily basis

In terms of a rental service such as e-carsharing or pedelec rental, the daily usage means to achieve an acceptable utilization of the rented vehicles per day. On the other hand, as the outcome of the purchase, the vehicle has to be employed for dai

In each case, the clear selection of potential target groups has to be stated, group has individual preferences, and they can be engaged through the emphasis of these

sides the technical features of the promoted e-vehicle, all social, environmental and benefits have to be emphasized in order to engage potential users. Especially in

years the early adopters of electric mobility will take a conscious decision. This is because the V still holds more risks than at later times. Probably in later times a bigger

variety of models will be offered, technological maturity will increase, lower prices of EVs are expected and public charging infrastructure will be more widespread.

d measures contribute to overcome barriers. The promotion of the campaign has to take place in a way that the interests of the targeted user group are met. The three superior

, businesses and institutions as well as tourists and addressed separately. Different channels will reach each various types of potential usersthe three superior target groups. Once markets are defined, disseminating communication channels and various event formats have to be found. Face to face

advertisements or articles in newspaper, meeting on events might inform middle aged and elderly citizen as well as businesses and enterprises or further local

stakeholders about different mobility options. While younger persons and families, by promotion activities for e-cars and e-bikes may be directed via social

media, events and homepages. Tourists and visitors should be informed by webpages, tourist

Beside the various media one can use for promoting e-mobility, different messages concerning reasons for using or enabling factors need to be focused. Commuters, businesses and institutions using cars can be addressed by saving operational costs and improving their image

hile using bikes they may be persuade by improving the health and personal fitness. income groups might be interested in electric carsharing or carpooling, while more wealthy people may be convinced purchasing an electric car by its ecologic effects

However, the doubts also have to be clarified – the main argument against electric vehicles, that even though they produce zero emissions during their operation, taking the whole prodchain into account, the disposal of batteries and is still crucial, and the electricity mix as a fuel still comes from fossil energy sources. This problem could only be solved through the development of new technologies concerning the recycling of the old batteries, or the exclusive

29

ecommendations

mobility campaigns and all the measures undertaken in the recent years is A common feature was the promotion of usage on a daily basis

carsharing or pedelec rental, the daily usage means to achieve an acceptable utilization of the rented vehicles per day. On the other hand, as the outcome of the purchase, the vehicle has to be employed for daily activities.

target groups has to be stated, since each user group has individual preferences, and they can be engaged through the emphasis of these

, all social, environmental and Especially in following

ake a conscious decision. This is because the V still holds more risks than at later times. Probably in later times a bigger

variety of models will be offered, technological maturity will increase, lower prices of EVs are

d measures contribute to overcome barriers. The promotion of the campaign has to The three superior

, businesses and institutions as well as tourists and visitors – have to be various types of potential users within

solutions concerning ace to face- and

on events might inform or further local

While younger persons and families, bikes may be directed via social

Tourists and visitors should be informed by webpages, tourist

mobility, different messages concerning ommuters, businesses and

and improving their image. hile using bikes they may be persuade by improving the health and personal fitness. Low

income groups might be interested in electric carsharing or carpooling, while more wealthy or its innovative and

the main argument against electric vehicles, that even though they produce zero emissions during their operation, taking the whole production chain into account, the disposal of batteries and is still crucial, and the electricity mix as a fuel still comes from fossil energy sources. This problem could only be solved through the

he old batteries, or the exclusive



usage of renewable energy sources. It requires a longhighest level, the role of municipalities may be the appropriate communication of all aspects.

Technical savvy be it private users figures and facts about the engine and the battery. These personsemotional driving feel or acceleration.

Complex campaigns leverage multiple mediums, use a sequence of mesextended timeframe, support positioning, define a brand experience, and handle the campaign fulfillment and selling. For a broad campaign, involving different stakeholders will spread information to a broad audience. NGOs, organizations for disabled, associations for sustainable development or cyclist decreases costs for campaigning (Institute for transport studies 2010)

Generally, life change moments like the beginning of school,good time to set promotion activities as well as for new residents or daily habits and their practiced mobility patternspeople have to be approached from the earliest stage to gain better acceptance.

The more specific the targeted campaigning will beof e-mobility can be put to the prospect and raise response rates in the process.


usage of renewable energy sources. It requires a long-term environmental strategy on the highest level, the role of municipalities may be the appropriate communication of all aspects.

Technical savvy be it private users or professional branches using EVs, like to know more about figures and facts about the engine and the battery. These persons can be impressed by the

or acceleration.

Complex campaigns leverage multiple mediums, use a sequence of messages over an extended timeframe, support positioning, define a brand experience, and handle the campaign

For a broad campaign, involving different stakeholders will spread audience. Furthermore, co-operations with universities, museums, hotels,

organizations for disabled, associations for sustainable development or cyclist decreases (Institute for transport studies 2010).

life change moments like the beginning of school, university, or a new job may be a good time to set promotion activities as well as for new residents or retired daily habits and their practiced mobility patterns (Ladbury 2013). It has been concluded that

d from the earliest stage to gain better acceptance.

ed campaigning will be, the more direct messages and advantages mobility can be put to the prospect and raise response rates in the process.

30

term environmental strategy on the highest level, the role of municipalities may be the appropriate communication of all aspects.

like to know more about can be impressed by the

sages over an extended timeframe, support positioning, define a brand experience, and handle the campaign

For a broad campaign, involving different stakeholders will spread with universities, museums, hotels,

organizations for disabled, associations for sustainable development or cyclist decreases

a new job may be a people changing their

has been concluded that d from the earliest stage to gain better acceptance.

messages and advantages mobility can be put to the prospect and raise response rates in the process.



7 Literature Bibliography

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