Electric vehicle charging and end-user motivation for flexibility: a case study from Norway

Abstract Background Norway is currently in the process of replacing internal combustion engine (ICE) vehicles with electric vehicles (EVs). A steadily increasing number of EVs being charged in the evening when the demand peaks are already high has added to the strain on local electricity grids. Smart charging is proposed as a solution to peak-load challenges of this kind, as it can delay charging until evenings and nights when demand peaks are generally low. However, current knowledge of the preferences and motivations of EV owners regarding the installation and use of smart chargers is lacking. Accordingly, the study aims to contribute an improved understanding in this respect. Methods The authors conducted a qualitative study based on semi-structured interviews, in which they gained information on householder’s experiences following their participation in a pilot project to test smart charging of EVs. The interviews explored the interviewees’ motivation for participating in the project, their experiences of using and charging EVs, and their thoughts on flexibility in the timing of EV charging. Interviews were recorded and transcribed verbatim, after which a domestication theory approach was employed to perform an in-depth analysis of the interview data. Results The analysis of the interviews revealed that the study participants had four motivations for participating in the smart charging demonstration project and engaging in the further use of smart charging: (1) the fire-safety aspect and speed of charging devices for EVs was better than charging from a socket; (2) they derived a broader interest in and more joy from using smart home technology; (3) attractive practical and economic benefits; and (4) the flexibility offered by smart charging had the potential to have a positive impact on physical comfort. Conclusions The study revealed key domestication processes unfolding in the Norwegian energy transition with the increasing numbers of EVs and the corresponding grid peaks. The findings clearly indicate that users’ motivations go much further than simple economic rationalization, which should be of interest to policymakers, smart home developers, and all others that work with end-user flexibility in the grid.