Drivers Purchase Plug-In Hybrids and Overlook the 'Plug-In' Aspect | Carscoops

      Toyota believes it has found a solution to the issue of charging discipline with a motivational app aimed at improving charging habits.

      ChargeMinder incentivizes users to develop better charging practices through rewards and notifications.

      Trials conducted in the U.S. revealed a 10% increase in charging frequency and a 16% rise in user satisfaction.

      Even though we are in the age of electrification, with its associated challenges, electric vehicle (EV) and plug-in hybrid drivers often need encouragement to maintain consistent charging routines. While battery-electric vehicles (BEVs) must be charged, many plug-in hybrid electric vehicle (PHEV) owners tend to disregard charging, treating their vehicles like conventional gas cars, as found in Toyota’s research. It’s puzzling why one would invest in a PHEV only to underutilize its capabilities.

      To tackle this unusual behavior and promote better charging habits, the automaker has created an app that incorporates behavioral science techniques and gamified rewards, making the act of charging feel less like a burden and more like a challenge. The Toyota Research Institute (TRI) asserts that this approach is effective, with initial results supporting this claim.

      Enhancing Charging Habits

      Toyota emphasizes that merely having technology is not sufficient for achieving lower emissions. For BEVs and PHEVs to fulfill their environmental potential, it is essential for owners to charge them regularly and, importantly, at optimal times when cleaner energy is accessible.

      The smartphone application focused on achieving this aim is called ChargeMinder, developed by TRI’s Human-Centered Artificial Intelligence division. As a prototype, it is not currently available for public download but is already yielding positive results in research trials.

      Similar to fitness tracking applications, ChargeMinder uses push notifications, tracking of charging streaks, and motivational prompts to encourage users to charge their vehicles at appropriate times. It also features short quizzes to enhance user engagement, and it leverages vehicle telematics and charging location data to provide personalized recommendations.

      Evidence of Effectiveness

      Dr. Laura Libby from the Toyota Research Institute notes that “small, targeted interventions can greatly influence people’s choices and actions,” adding that “behavioral interventions are low-cost and can be implemented quickly.”

      Toyota's research division conducted randomized controlled trials in the U.S. and Japan with EV drivers across 12 different brands. The results indicated that “behavioral science-based interventions markedly enhanced charging habits,” contributing to reduced carbon emissions. Essentially, an app that offers timely prompts and rewards for positive behavior can benefit both drivers economically and the environment as a whole.

      Statistical Evidence

      According to the company, behavioral interventions led to a 10% increase in PHEV charging among drivers in the U.S. Additionally, satisfaction ratings rose by 16%, ultimately achieving a perfect score of 100. In Japan, PHEV and BEV users adjusted their charging routines to align with peak renewable energy hours by 59%, while also extending their charging duration by 30 minutes each day during daylight hours.

      The next phase for TRI involves expanding ChargeMinder with more personalized, data-informed interventions. Although Toyota has not yet provided a timeline for a public release, it seems likely that it will eventually be made available to a wider audience.