Improved range data needed to enable mass EV adoption

The Experiences Per Mile (EPM) Advisory Council has released a report that finds the in-vehicle experience around charging and range information in electric vehicles (EVs) is not yet ready to support the mass market adoption of EVs.

The report, titled ‘Are Experiences Per Mile Different For Electric Vehicle Owners?’, identifies that the in-vehicle experience required by EV users is very different to that of internal combustion engine (ICE) vehicle owners. Premium, personalised in-cabin experiences are in demand, with EV users specifically placing critical experiential value on receiving accurate real-time information around charging via in-vehicle infotainment (IVI) systems. This is important to overcome anxieties around range and charging accessibility, and support customers making the transition to EVs.

The EPM Advisory Council highlights this as an opportunity for OEMs, charge point operators, e-mobility service providers and other stakeholders to collaborate, curate and design EV-centric experiences in the car that will instil trust in new technology and help customers to better understand their vehicle’s range and charging options.


Critical for the EV user experience will be improving the accuracy of real-time data on charging point locations and availability, charging pricing and accurate range calculations. Consequently, users will be empowered with the information to complete charging and journeys more efficiently, optimise battery life, and improve driving energy efficiency.

OEMs achieving this successfully will attract new EV adopters and retain repeat purchases: brands may lose out to competitors if they fail to effectively communicate this critical information for EV journey planning.

Chris Ludwig, vice president of the EPIC Experience Team at HARMAN International, a sponsor of the EPM Advisory Council, said: “We are at the precipice of a rare opportunity that if actioned on, will fast-track EV adoption and change our roads, how we drive and even where we go. EVs are flagships for new technology and creating new opportunities. There’s an urgent demand for consumer-centric, in-vehicle and mobility experiences and the most forward-thinking industry members must get involved and collaborate now to drive a significant change. At HARMAN, we are committed to delivering EV innovations that benefit consumers and society in a lower-carbon world and believe eco-friendly choices and superior automotive experiences are not mutually exclusive.”


The new EPM Advisory Council report summarises that Experiences Per Mile are indeed different for EV owners compared to ICE vehicle owners, requiring new considerations, industry collaboration and EV-centric design to support consumers as they make the transition to electric vehicles. It focuses on the EV market in Europe, China and the USA, featuring analysis by SBD Automotive of a range of industry data sets, including global consumer surveys, to assess the state of play and the opportunities and challenges for providers and consumers.