Assessing Zero-Emission Vehicles from the Customer's Perspective by Using a Multi-Criteria Framework

In this article, we propose an assessment framework for zero-emission vehicles (ZEVs) in Germany using economic and customer-relevant criteria, with a focus on the mobility needs of individuals. Developing this framework required data obtained from four different sources: (1) literature, (2) semi-structured interviews, (3) a survey, and (4) market research. First, we derived the criteria relevant to assessing ZEVs from the literature and from semi-structured interviews. These interviews were conducted with individuals who have driving experience with both battery and fuel cell electric vehicles. Seven criteria were found to be particularly relevant for assessing ZEVs: greenhouse gas emissions, infrastructure availability, charging/refueling time, range, spaciousness, total costs, and driving dynamics (in descending order of importance). Second, we conducted a survey among ZEV drivers and ZEV-interested individuals in order to weight these seven criteria. This survey was based on the Analytic Hierarchy Process approach. We then used market research to assign value scores to each criterion, representing the extent to which a particular ZEV meets a given criterion. Finally, we combined the value scores with the criteria weights to create the assessment framework. This framework allows for a transparent assessment of different ZEVs from the perspective of (potential) customers, without the need to repeatedly involve the surveyed participants. In an exemplary application of this multi-criteria framework, a battery electric vehicle clearly scored higher than a fuel cell electric vehicle. Our study is primarily useful for mobility planners, policymakers, and car manufacturers to improve ZEV infrastructure and support transportation systems’ transition towards low-carbon mobility.