Title
Analysing consumer perceptions towards the Tesla Powerwall in order to create future product acceptance
Author
Wurl, J.M.
Contributor
Schoormans, J.P.L. (mentor)
Kobus, C.B.A. (mentor)
Faculty
Industrial Design Engineering
Department
Product Innovation Management
Date
2016-10-14
Abstract
The energy transition is characterised by the growth of intermittent and thus non-steerable energy sources such as solar photovoltaic and wind. The technology development in the PV sector enables consumers to move beyond passive consumption of electricity towards becoming active producers of their own energy. This led to an increasing number of prosumers who represent an important segment of the energy market and change the former energy system into a more decentralised one. When demand is low, surplus of energy is fed back into the mains power grid – currently for no loss in money for prosumers. These developments lead to the challenge of balancing energy supply and demand. Solar energy and energy storage are seen as a major opportunity for integrating renewable energy in residential areas. This is why Eneco became the first supplier of the home battery Tesla Powerwall in the Netherlands. Implementing Powerwalls at residents’ places and connecting them towards a battery swarm, called Tesla Powerwall Swarm (TPS), offers the added value of providing primary reserve capacity to balance frequency disruptions of the mains power grid; implying that customers would share parts of their battery with the utility. Therefore, there are several uncertainties towards consumers’ reactions and acceptance of such a system. The goal of this project is to analyse consumer perceptions towards Tesla Powerwall in order to create future product acceptance. The research questions are related to (1) the extent to which independence from energy suppliers is desirable for customers, (2) the brand influence of Tesla on the acceptance of home batteries and (3) perceived gains and pains of customers regarding Tesla Powerwall Swarm (TPS). To investigate consumer perceptions towards TPS, a qualitative study with 13 participants is conducted in the Netherlands, using in-depth interviewing methodology. Participants’ main drivers and barriers to accept TPS are assigned to the innovation characteristics based on the diffusion of innovation model. The outcomes are used to give recommendations on how to improve consumers’ perceptions towards TPS and on future target groups. The two main implications are as follows: (1) In order to create product acceptance and to stimulate long-term relationships between Eneco and customers, TPS needs to be implemented on the market as a Product-Service-System. (2) ‘Focus on the right target group at the right time. Both implications are converted into one roadmap which illustrates short-term and long-term actions to be taken by Eneco.
Subject
consumer perceptions
Tesla Powerwall
energy storage
battery swarm
product acceptance
energy transition
home battery
consumer research
diffusion of innovation
To reference this document use:
http://resolver.tudelft.nl/uuid:ed29c403-a14b-4e57-82d0-ef126df9dbf0
Access restriction
Campus only
Part of collection
Student theses
Document type
master thesis
Rights
(c) 2016 Wurl, J.M.