In the twenty-first century and because we have all been trained for the last 25 years to care about percentage rates of charge in our mobile phones, when people then decide to get an electric car, it appears as though the anxiety about rates of charge has also translated one-to-one to cars. As I do not have an electric car I do not experience this and can only hear about this as second hand information but it appears to me as though range anxiety is not only real but pervasive among electric car owners.
It doesn't need to be.
I currently operate cars within the architecture of the petrol based built environment. To that end, it doesn't matter if I jump into my wee ickle Mazda 2 or someone else's big ol' Truckosaurus Chunkmonster 350, if we're both pootling down the motorway then what happens is that we burn down the miles, the needle on the petrol gauge slowly falls from 1 to ¾, ½, then ¼, and finally E for "Eh, there's not much left" and we're eventually greeted with a big glowing Shell, or stupid Big Green Flower Sun, or a big Pegasus. See one of those and we're fine.
Petition Stations, like the giant yellow arches, or Col. Sanders smiling face, are all designed to be seen by people from hundreds of metres away; before you whizz past them at 100km/h. The whole point of the very big glowing thing in the night, is to get you to see them and then respond.
I do not think that I have ever seen an electric charging station with anything like that kind of visibility. There are no glowing yellow lightning bolts, or giant light bulb signs; which surely means that as we the general public in our petrol cars are blissfully unaware of exactly how much petrol that we have left and do not care, our motoring brethren in their electric cars must always be in a constant state of panic.
This could very easily be solved with two very simple measures.
Firstly, get rid of the percentage numbers of charge left on the dashboard. Do electric car drivers really need to know or care if the amount of charge that they have drops from 64% to 63% ? If not, then get rid of it. Three-quarter, Half, A Quarter: is good enough. It is only really when you get below about 15% or 10% that discrete granularity matters.
Secondly, since people have to stop on the motorway anyway, then why not install big glowing icons for the temples of automotive electric charge? I don't know if Apple or Google own or operate electric charging stations but if you had a forecourt of sixty charging points and a restaurant/burger joint, then people are hardly going to feel anxiety while they bite into beefy cheesy yumminess. If this sounds ridiculous, then just remember that motorway services already have big forecourts where cars come and go as well as restaurant things where cars are then parked as well.
An Apple branded charging station with its big white apple with one bite taken out, glowing into the night, would already have massive amounts of brand recognition. As for Terry Google And Sons, his glowing G already fits into a whole design language which already includes Chrome, Home, Lens, Authenticator and what not; so a Google branded charging station is not out of the ordinary.
If all of this sounds silly, then just remember that once upon a time, the whole idea of petrol stations was utterly unknown. An electric charging station is just the latest iteration of the various kinds of staging posts and houses which have existed for thousands of years. It used to be before the advent of mass motoring, that if you wanted to fill up your petrol car then you needed to visit a chemist or pharmacist who had access to petrochemicals and other motor spirits.
Of course this means to say that a place like Westfield which already has thousands of car park spaces, could just as easily turn every single spot into a charging station and charge a small amount for people to charge their cars while they shop; instead of the half dozen or so spaces which they currently have. The difference between a motorway services with electric charging stations and a Westfield, is really only a matter of location.
The mere existence of these roadside shrines to the motor car, has been the solution to range anxiety for petrol cars since 1913. That's so much of a long time that it rarely even enters people's psyche. The existence of petrol stations as the solution, negates the initial anxiety caused by having highly granularly graduated charge status numbers in the first place.
Anxiety is a very useful thing in the world of marketing because you can induce people to slide their wants into needs. However anxiety which is impossible to satisfy, isn't particularly useful at all. Also, since the vast majority of profits at petrol stations actually come from the sales of all of the incidentals at massive markups, then it seems to me that inventing some kind of charging/restaurant which satisfies the need while taking in profits, is the most obvious solution.
No comments:
Post a Comment