Toyota Research Institute Finds Behavioural Science Can Boost EV Charging Habits
THE Toyota Research Institute (TRI) has revealed new research showing how behavioural science can play a major role in improving electric vehicle (EV) charging habits, ultimately cutting carbon emissions more effectively.The studies, carried out in both the United States and Japan, tested a prototype app called ChargeMinder, designed by TRI’s Human-Centred Artificial Intelligence division.Instead of relying purely on technology, the research highlighted how subtle behavioural nudges can change the way people interact with their vehicles. In the US, plug-in hybrid (PHEV) drivers increased their charging frequency by around 10% thanks to targeted interventions.Meanwhile, in Japan, both PHEV and battery electric vehicle (BEV) users shifted a significant portion of their charging to hours with the highest renewable energy supply – nearly 59% more than before – which translated to about 30 minutes of extra daytime charging per vehicle each day.Beyond the environmental benefits, the experiments also improved driver satisfaction. In the US, PHEV owners reported a 16-point increase in satisfaction levels, with every participant ending up fully satisfied with their vehicles.The underlying message from TRI is clear: reducing emissions is not only about engineering more advanced vehicles but also about guiding people towards smarter usage. Electrified cars, whether hybrids or fully electric, deliver their greatest environmental benefit when charged frequently and at the right times of day. Without changes in behaviour, their full potential to cut carbon cannot be realised.TRI sees behavioural science as a powerful and scalable way to complement infrastructure and financial incentives. Unlike the costly and time-consuming process of building public charging networks or rolling out subsidies, behaviour-focused interventions can be rolled out quickly and at minimal expense, while still producing measurable results.The ChargeMinder app puts this concept into practice. It combines a series of subtle but effective tools such as timely reminders, progress streaks, positive reinforcement, and short interactive quizzes, that make learning about charging behaviour more engaging.Laboratory tests found that personalised reminders were up to 50% more effective than generic notifications. Importantly, the platform has been designed to protect privacy, with the ability to securely handle data from vehicle telematics and charging locations while tailoring interventions to individual users.TRI is already planning the next stage of development. Working closely with Toyota’s Carbon Neutral Centre, the team intends to push ChargeMinder towards even more personalised, data-driven interventions, ensuring that the behavioural element remains central to Toyota’s global carbon neutrality strategy.For Toyota, this marks another step in bridging the gap between human behaviour and technological progress. The company believes that technologies built with people’s habits in mind will be just as important as hardware advances in the shift towards cleaner mobility.
The Toyota Research Institute (TRI) has discovered that subtle changes in how electric vehicle (EV) drivers are encouraged to charge their cars can significantly impact charging habits and, in turn, reduce carbon emissions. This breakthrough highlights the importance of understanding human behaviour alongside technological advancements in the push for cleaner transportation.
TRI’s research, conducted in both the United States and Japan, centered around a prototype app called ChargeMinder, developed by their Human-Centred Artificial Intelligence division. Rather than solely relying on technological solutions, the study explored the effectiveness of behavioural “nudges” in influencing how people interact with their electrified vehicles.
The results were compelling. In the US, drivers of plug-in hybrid electric vehicles (PHEVs) increased their charging frequency by approximately 10% after being introduced to the app's targeted interventions. Meanwhile, in Japan, both PHEV and battery electric vehicle (BEV) users shifted a substantial portion of their charging to periods when renewable energy sources were at their peak. This resulted in a nearly 59% increase in charging during these renewable-rich hours, equivalent to around 30 minutes of additional daytime charging per vehicle each day.
Beyond the environmental benefits, the study also demonstrated an improvement in driver satisfaction. In the US, PHEV owners reported a 16-point increase in satisfaction levels, ultimately leading to complete satisfaction with their vehicles among all participants.
TRI emphasizes that achieving significant emission reductions requires not only engineering more advanced vehicles but also guiding users towards smarter charging practices. Electrified vehicles, whether hybrid or fully electric, reach their peak environmental performance when charged frequently and during optimal times. Without behavioral changes, the full potential of these vehicles to reduce carbon emissions cannot be realized.
The institute views behavioural science as a powerful and easily scalable complement to infrastructure development and financial incentives. Unlike the often-costly and time-consuming processes of expanding public charging networks or implementing subsidies, behavior-focused interventions can be implemented quickly and inexpensively, while still delivering measurable results.
ChargeMinder embodies this approach, utilizing a combination of timely reminders, progress trackers, positive reinforcement, and engaging interactive quizzes to make learning about optimal charging behaviour more appealing. Laboratory tests revealed that personalized reminders were up to 50% more effective than generic notifications. Crucially, the platform is designed with privacy in mind, securely handling data from vehicle telematics and charging locations to tailor