“ We are also starting to see more economic drivers of EV purchases , with select industrial buyers that can also realise strong financial savings given the cost of electricity and operational savings for certain applications ,” says Miller .
“ But these buyers are also hit by the ‘ push effect ’, or a fear of the financial hit they might take with ICE vehicles due to pollution and congestion charges in select markets .”
So how can drivers get more for their money when EVs are still considered as premium or luxury vehicles ? This is where UX design plays an important factor in not only making them desirable , but also in allowing their owners to reap benefits over time . After all , much of what is happening today could potentially be seen as investment into the future as consumers look to gain an earlyadoption advantage — although the earliest are those who advocate the products and have been driving them for decades already .
But , from a UX perspective , this seems to be the gateway to all possibilities with an EV . It ’ s the interface between car and driver , integrating with their digital devices , and — if you want to look at things from
“CONSUMERS DEMAND A MORE PERSONALISED DIGITAL EXPERIENCE ”
RANDY MILLER EY GLOBAL ADVANCED MANUFACTURING AND MOBILITY LEADER
a premium perspective — providing users with a seamless experience to make transport more convenient .
“ Like many industries , consumers demand a more personalised digital experience , and we are seeing great strides in the development of infotainment technology in EVs ,” Miller says . “ For example , streaming services like Netflix are available in Tesla vehicles , and technology already exists which handles toll payments and parking from the car .”
This , of course , feeds into some of the comments made by Sara Sloman at EV Magazine LIVE about the payment experience and how consumers want it to be simplified — steered away from the complex array of payment methods that leave them baffled at the charge point .
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