Originally posted on LinkedIn by Ben Allan, February 22nd 2019

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Today’s Electric Vehicle (EV) drivers are early adopters. Like all early tech adopters, they’ll put up with huge sacrifices in order to use this technology first – think early mobile phones with huge costs, really short battery lives and limited range. I’ve personally experienced these bugbears, with both my wife and I driving Electric Vehicles.

Whilst it’s these pioneers that pull new tech into the eye of the mainstream, there is a danger is that the industry is basing a range of long-term decisions based on Early Adopter behaviour – which is just misleading.

Here are the three biggest bear traps:

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We don’t like using cables for anything.  When it comes to our technology (headphones, phones or the internet) we always look for any way to avoid the tangle and disruption of cables. These hassles are exacerbated in EVs.

To put it simply, charging cables are dirty, heavy and hard to use.  Mainstream EV adoption will not happen if we expect drivers to grapple with some filthy, blue plastic python every time they want to fill up their cars.

Most EVs on the road today have a very limited range. Today’s early adopters tend to only use them for commuting and local journeys – my Hyundai has a range of 120miles and doesn’t leave Worcestershire.

However, most normal drivers often make long journeys and expect to refuel on the way. Assuming a 60-80kWh battery, this means they need a 100-150kWh charger to ensure their stop is comfortably under 30 minutes.  And that is without considering if that stop is somewhere conveniently along their journey.

Just 60% of public chargers are merely Fast, rated only 7kWh, and most are based in towns.  Until there is a robust in-transit network of Rapid chargers, the mainstream will just dismiss the process as difficult.

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Apple made the smartphone market happen.

It wasn’t because:

• They invented the smartphone – smart phones were around long before
• Their software was good – It isn’t
• Their devices work better – Planned obsolescence anyone?.

They made the smart phone market happen because they got all the different pieces to work seamlessly. Apps, operating system and hardware all play nicely together, creating a positive user experience.

Tesla is getting close with its interconnected satnav, chargers, billing and app but everyone else is miles away and require their drivers to run complex macro spreadsheets to see if they can drive to the seaside.  Until the seamless experience hits most drivers will take the easy option and stay away.

About the Author: Ben is begrudgingly accepting the cost of his Early Adoption and longing to be Mainstream.