C3. COST
The user wants information about the price
Description
​
One of the main reasons people hesitate towards buying a BEV is because of their high price. However, most lack information about how much the cost will be over time as they mainly look at the initial cost and become discouraged once they see the price tag. When looking to buy a car in general, most people are concerned about unexpected costs that may occur during the vehicle’s life cycle. Over all, it is recommended to be very open and transparent with information regarding cost, and it can thus be beneficial to inform about:
This guideline provides customers the information they want to know before making a purchase, according to the user study conducted as part of this Master's Thesis.
Guidelines
What is included in the initial cost
-
Customers want to know what the final price of the car will be for them personally and see the details on what led to this price.
What the monthly cost is going to be
-
Depending on how the customer intends to use the car, such as varying driving habits, the monthly cost will differ. Whether the car is bought, leased or acquired through a subscription model will also have an impact on the monthly cost, as will hidden costs such as repairs, replacement of tires or other services that may be required. These costs must therefore be taken into consideration and informed about so that the customer knows what lies ahead of them.
How much the overall cost will be over time
-
Offering a price estimation based on a customer’s life situation and driving habits will give them a better understanding what owning the car will cost them. Preparing the customer like this is a great way to avoid displeasure once a purchase has been made.
Who is responsible for unexpected costs
-
It is important that information about costs is transparent so the customer knows what is included in the price and what are extra costs, otherwise there is the risk of customer’s feeling tricked.