The biggest hurdles for electric vehicles at the moment are
no less perceptual than technological. There are many technical challenges ahead for electric vehicles to replace the combustion engine. While the electric vehicle still has some limitations it can win over the minds of consumers with effective branding and product design that downplays the weaknesses and put the emphasis on the strong points and by creating a different experience. This track takes a look at how challenges such as charging and range anxiety can be met by understanding the energy customer better.