Electric vehicles – the vehicles of tomorrow with the technology of today. A vehicle of change, a radical new culture, a vision for our children’s children. iDrive EV…do you drive gas-free? Presentation Overview Presented by: Andy Barrenechea, Suzanne Clary, Melissa McCoy, Priya Nakra, and Kate Wharton Proposed Solutions Addressing: Target •Cost E-Corporation Marketing Strategy Vision Market •Convenience •Education •Electricity Capacity Target EV Consumers TARGET EV CONSUMERS – Who: Young professionals, 20s and 30s Atlanta – Income: Upper middle-class/upper class •1 million target EV LIFESTYLE: “Live, work and play in the same place.” consumers – Couples – no children – Practical •61% surge in residents aged – Healthy 25-34 who have at least a 4- – Social year degree* – Balanced – Convenience-driven •4th city with most Fortune 500 companies LOCATION – Urban, but over time move to suburbs – Proximity to work *See – Near businesses http://www.ajc.com/news/atlanta/young- professionals-lead-surge-907440.html Proposed Solutions Addressing Cost One of the primary deterrents to purchasing an EV is COST. According to a 2010 Deloitte study, most US consumers surveyed would not be willing to pay more for an EV than for a conventional vehicle. • Offer no sales tax on car purchase LOW OR NO-INTEREST LOANS TO BUY AN EV • Offer low or no-interest loans to buy an EV These loans could also be given at low or no-interest such • Offer corporate tax breaks to companies that buy as with student loans. EV adoption is guaranteed because EVs of the stipulation for the loan that the vehicle be an EV. • Perform a study showing increased safety and performance of EVs so that insurance companies IMPLEMENT BUYBACK PROGRAM OF EVS* IN offer lower premiums to EV users* ATLANTA • Implement BuyBack program for EVs in Atlanta A primary bottleneck for the purchase of EVs is consumer hesitance, as many consumers do not want • Offer lower electricity prices for EV charging to purchase an EV knowing that the technology will be more advanced in the near future. To combat this obstacle, we will introduce a buy-back program, similar to those types of programs that many *Many insurance companies already offer a discounted electronics stores have established. The initial premium for EV owners. See committed adopters of EVs will have the opportunity http://www.netquote.com/auto-insurance/electric-car- to return older models of EVs or EV accessories, and insurance.aspx#ixzz1UBxmuuz7 earn back money to purchase more advanced vehicles and accessories. The value of their buy-back credit will be dependent upon what new technologies are available. *See Blade Electric Vehicle’s current buyback program in Australia: http://bev.com.au/buyback/guaranteed- buyback/ Proposed Solutions Addressing Convenience Another deterrent to purchasing an EV is the CONVENIENCE OF RECHARGING. RANGE ANXIETY is a serious concern if charging station infrastructure is lacking. • Offer tax incentives to charging LOW-INTEREST LOANS OR SEED FUNDS TO station builders or entrepreneurs CHARGING STATION BUILDERS OR ENTREPRENEURS • Offer low-interest loans or seed According to the California Small Business Bureau, offering funds to charging station seed funding to entrepreneurs significantly increases small builders or entrepreneurs business growth. This principle could be applied to Georgia and the Atlanta area and specifically be focused on • Offer tax breaks to retailers and entrepreneurs looking to start initiatives that offer employers that build charging convenience or other benefits to EV users. stations at shops/offices • Install public charging stations in park-and-ride lots, sports TAX BREAKS TO RETAILERS AND EMPLOYERS THAT stadium parking lots, airport BUILD CHARGING STATIONS AT SHOPS/OFFICES parking lots, Atlantic Station, etc. The availability of charging stations at work places and retail stores is a major need when assuring EV users that they will have adequate convenience in powering their vehicles. By offering added business income tax breaks, these entities will have added incentive to build such infrastructure as well as the additional benefit of positive public relations. Proposed Solutions Addressing Education Mass adoption of EVs is hindered by a lack of EDUCATION about the technology and its benefits. • Educate about EV benefits and current incentive programs EV BENEFITS • Educate about the environmental benefits of The total cost of an EV will be less over the long-run EVs because the electric mile becomes cheaper over time, while the petroleum mile will only increase in price. The • Educate about EV technology, how batteries consumer must understand the tax incentives associated work with the purchase of an EV. In Atlanta, EVs could have special privileges, such as HOV lane usage and designated • Direct education toward the adult public parking spaces. Consumers can expect lower insurance through EV expos and large public events rates because they own “green” vehicles. • Educate about the EV “why” through commercials, billboards, and other public EV “WHY” media channels The motivation of the EV movement is independence • Direct education toward the youth (future from foreign oil and environmental sustainability for our consumers) by engaging with elementary, planet. EVs could one day be run completely on middle, and high schools in Atlanta renewable energy, a phenomenon not achievable with internal combustion engines. EV culture is about changing the world one car at a time and understanding that the EV concept brings us one step closer to a better planet and a more efficient future. Proposed Solutions Addressing Capacity Questions relating to the ELECTRICITY CAPACITY of the grid hinder the adoption of EVs. SMART CHARGERS FOR NOW • Smart chargers and their corresponding controllers help automatically recharge EVs during times of least cost to the consumer and lower demand for power. As Pacific Northwest National Laboratory (PNNL) engineer Michael Kintner-Meyer explains, “If a million owners plug in their vehicles to recharge after work, it could cause a major strain on the grid. The Smart Charger Controller could prevent those peaks in demand from plug-in vehicles and enable our existing grid to be used more evenly.” (Read more at: http://www.pnl.gov/news/release.aspx?id=365). The Smart Charger Controller developed at PNNL would also save consumers up to $150 /year. • More widespread implementation of smart chargers (applicable for any demographic) will help the development of a city smart grid for the future. SMART GRID FOR THE FUTURE • The advantages of a fully-functioning city smart grid are clear and concise. By helping to facilitate the power connection throughout an entire city and provide consumers with advanced information, the smart grid takes into account important factors like seasonality, land, and population demographics. It provides two-way communication, self-monitoring, and digital control. For more information on smart grid, see www.smartplanet.com. CHARGING SCHEDULES • In order to optimize the efficiency of energy used in EV charging, it is recommended that all EV drivers, regardless of land demographic, charge their EVs overnight. This is the time period of maximum available energy. Other charging patterns are dependent upon other factors (i.e. seasonality, land demographic), and are variable from consumer to consumer. Public charging stations could be shut off during peak hours to conserve energy and reduce strain on the grid. E-Corporation Integrating solutions and forging partnerships to drive EV adoption in Atlanta. THE E-CORPORATION* BUSINESS PLAN The E-Corporation business plan is an EV implementation strategy that integrates multiple private sector business initiatives and public incentives. The foundation of this business plan is the E-Corporation Network, which businesses may become a part of upon achieving certain EV-friendly standards. The network gives companies access to an EV idea-sharing system, numerous partnership options, and the E-Corporation Marketing Center. *To see how this idea has worked to promote social business, see http://www.bcorporation.net Membership in E-Corporation NON-VEHICLE BUSINESSES AUTOMOBILE MANUFACTURERS CAR RENTAL AND LEASING AGENCIES Companies that are not a part of the automotive industry and important to The automobile industry is central Rental and car leasing agencies are EV growth. They have the private as the producer of EVs. With essential middlemen as EVs expand into capital to implement infrastructure, the research, innovation, and creative the market. They have the resources to ability to offer rewards for employees marketing strategies, they have maintain EV fleets available for lease and who drive EVs, and the resources to the skills to establish and meet the rent as consumers seek to trial EV educate their employees and ownership. Further, they create initial demand of the growing EV market. interest in EVs by making them a rental customers. In order to join the EV In order to join the EV network, option. In order to join the EV network, CAR network, these NON-VEHICLE BUSINESSES AUTOMOBILE MANUFACTURERS must: RENTAL AND LEASING AGENCIES must: must: Implement a Ensure that 10% of all minimum of 5 EV Establish EVs as 10% automobile sales in of their vehicle fleets chargers for every 100 Atlanta are electric employees in Atlanta Pay a yearly Pay a yearly Pay a yearly membership fee to membership fee to membership fee to the network, based on the network based on the network based on the company’s size the company’s size the company’s size E-Corporation Benefits The E-Corp Advantage Knowledge Network • E-Corp businesses will have access to an idea sharing network of companies with similar values but unique perspective and experiences. Network summits will allow for focused innovation for the EV movement benefiting private companies. Bargaining Power • A staple of the E-Corp is the availability of bargaining power through partnerships with other companies that have similar goals of producing, purchasing, utilizing and implementing EV technology. • E-Corp Service Partnerships will be formed with companies that produce and implement EV technology to offer special deals to member companies. Marketing Center • An E-Corp Marketing Center will maintain a professional, dedicated marketing and public relations strategy that continues to evolve across various mediums of exposure throughout the EV movement. The marketing center will be a key resource as E-Corp businesses partner to strengthen their own marketing campaigns. The EV Competitive Edge: Marketing Strategies To better understand the importance and challenges of a strong marketing strategy, our team created a trial marketing campaign that took place over the course of three days. REASONING – Lack of education about EVs and benefits are a consistent bottleneck contributing to lack of consumer interest. – Given our target market’s affinity for digital interaction and new media, a well-planned marketing strategy is the most efficient way to improve the EV reputation. APPROACH – Professional, dedicated, and integrated across platforms. • Public relations, media relations, social media, events. – Timeline with specific phases that outline education activities Facebook and predicted metrics. • Average impressions: 236.7 • Highest-viewed status: 547 impressions • Number of followers: 50 • 334 monthly active users idriveatl.tumblr.com twitter.com/idriveatl iDrive Comprehensive Strategy The Race to 50,000 EVs The iDrive Comprehensive Strategy is an overarching timeline that addresses each EV opportunity presented thus far. Organized into three main focus areas, it is clear, concise and easy to follow: CONSUMER-DRIVEN EDUCATION E-CORPORATION will engage will support the results of COST REDUCTION will include corporate entities to drive the iDrive marketing additional mechanisms to infrastructure and campaign to create a lower prices for EVs. convenience advancement. unified EV education strategy in Atlanta. The iDrive Comprehensive Strategy is focused on the upcoming three and a half years, in alignment with the national EV vision. January 1st, 2015 is a challenging but achievable goal for Atlanta to be the first city with 50,000 EVs on the road. Q4 2011: The First Steps • Create fully fleshed-out business plan E-Corporation • Identify target companies suitable for membership in E-Corp Consumer-Driven • Develop marketing strategy • Utilize existing platforms to gauge Education consumer interest • Perform study showing increased safety and performance of EVs in order to encourage insurance companies to offer Cost Reduction lower premiums to EV drivers • Identify relevant legislation in other states that incentivizes EV purchases 2012: 5,000 EVs on the Road • Select E-Corp Advisory Board to oversee and guide E-Corp development E-Corporation • Review business plan with the Board of Advisors and revise as necessary • Launch E-Corp marketing to companies to advertise membership •Create standardized, properly branded accounts across media platforms that establish Consumer-Driven the mission and vision of the EV movement •Focus on generating initial consumer interest through market research Education •Initial penetration of “iDrive EV – do you?” marketing slogan across relevant advertising mediums •Launch BuyBack Program for first 5,000 EVs in Atlanta •Offer low or no-interest loans to buy an EV Cost Reduction •Offer corporate tax breaks to companies that buy EVs, particularly Taxi and Car Rental Agencies •Offer sales tax exemption for EV purchase 2013: 20,000 EVs on the Road •Introduce Service Partners that provide bargaining power to E-Corp Member Companies E-Corporation •E-Corp members organize an Expo for the City of Atlanta featuring advancements in EV technology and sponsored by corporations represented on E- Corp Board •Partnerships with the most prevalent and popular social and educational organizations within the Atlanta community (i.e. Consumer-Driven Scoutmob/Groupon, features on Creative Loafing) •Beginning of launch events – awareness events around the Atlanta community with EV education materials and EV test Education drives •Use market research to enhance quality of focus group marketing (i.e. evolving target marketing) •Upon next wave of EV technology, initiate BuyBack Cost Reduction Program •Forge public-private partnerships to reduce electricity costs for the consumer 2014: 50,000 EVs on the Road • Pass legislation to empower and protect E- E-Corporation Corporations • Publicly recognize and praise E-Corporation designation •Capitalize on corporate and celebrity partnerships Consumer-Driven (i.e. celebrity spokesperson, product give-aways) •Featured booths/areas at popular festivals and concerts around the Atlanta community Education •Marketing and campus-representatives to help facilitate events across college campuses • Require all newly implemented EV chargers to be smart chargers for energy-cost savings Cost Reduction • Evaluate success of public and private incentives to lower costs, in preparation for mass adoption of EVs Vision E-Corp expands throughout all of Georgia and the United States Every person in the US recognizes EV technology as safe, convenient, and cost- efficient Any person can afford an EV Electric vehicles – a dream that will become a reality if we all make it our dream, our true passion. A community, a city, a nation and a world that lives on electricity – 0% hurt to our world and 100% care for our future. Join the movement, live the dream, and adopt the vision. iDrive EV, do you?
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