Although living in London I do use the station three or four times a month and at peak times the car parks are nothing like full. Yes it's in a good position in relation to the A50 and the M1 but customers seem to prefer to not use it. Stagecoach have obviously chosen to use it due to its close proximity to the motorway.
East Midlands Parkway is in an ideal position with fairly easy access from Nottingham, Derby, Loughborough and Leicester plus all the surrounding smaller towns and rural areas. I live midway between Nottingham and Mansfield with easy access to the M1 and it should be a station that I use regularly but actually I've only used it about half a dozen times. I think there are a number of reasons why customers prefer not to use East Midlands Parkway. These are the main reasons why I don't use it:
Firstly the price of many fares are very high in comparison to fares from Nottingham.
When you consider the price of petrol to drive to and from East Midlands Parkway and then add the £6 parking charge it puts a lot on the price of my journey. A bus or tram into Nottingham often works out much cheaper!
I park at Hucknall (free parking) and use the tram or through train tickets to my destination if cheaper.
Also if using Advance Purchase tickets that stretch of the M1 and A453 near East Midlands Parkway regularly gets congested and there is always the worry of missing your booked train.
For example taking the leisure traveler who might go for a day out to popular destinations from the East Midlands. Here are examples of the cheapest buy on the day returns available all day on a Saturday from East Midlands Parkway. Figures in brackets are for the same journey from Nottingham:
London £57.50 (£57.50)
Sheffield £19.20 (£12.80)
Leeds £39.30 (£22.50)
Manchester £39.10 (£21.60)
York £47.00 (£42.20)
Chester £36.00 (£19.90)
Lincoln £12.60 (£10.70)
Skegness £25.70 (£22.10)
Birmingham £19.00 (£17.00)
Need I say any more!
Perhaps I can understand it being a pound or two more to destinations like Lincoln and Skegness which are further in distance than from Nottingham, but then why not a few pound less to London and why more expensive to Birmingham. Many of the other fares are almost double the price because Day Returns are not available from East Midlands Parkway.
Comparable fares to Nottingham and free parking might encourage large numbers of people to use it. I certainly would.