The authors are grateful to X. Lin and K. Probert for support in conducting some of the mystery shopping visits at dealerships. The authors are grateful to the Research Councils United Kingdom (RCUK) Energy Program Grant EP/K011790/1 ‘Center on Innovation and Energy Demand’, and the Danish Council for Independent Research (DFF) Sapere Aude grant 4182-00033B ‘Societal Implications of a Vehicle-to-Grid Transition in Northern Europe’, which have supported elements of the work reported here. Any opinions, findings and conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the RCUK Energy Program or the DFF. This project has also received funding from the European Union's Horizon 2020 research and innovation programme under grant agreement no. 730403 ‘Innovation pathways, strategies and policies for the Low-Carbon Transition in Europe (INNOPATHS)’. The content of this deliverable does not reflect the official opinion of the European Union. Responsibility for the information and views expressed herein lies entirely with the authors.