Vehicle Adoption Kelly Yearick, Program Manager ZEVIWG Presentation - - PowerPoint PPT Presentation

Barriers to Electric Vehicle Adoption

Kelly Yearick, Program Manager ZEVIWG Presentation September 27, 2019

Agenda

September 2019 | Forth

• 1. Brief History of Forth
• 2. Barriers
• Lack of Awareness
• Charging
• Cost
• Equity & Demonstration

Projects

• It Takes a Village
• 3. Needs

• Forth is a nonprofit and advocate for electric,

shared, and smart mobility

• Based in Portland, Oregon; created as Drive

Oregon in 2011 by Oregon economic development agency; rebranded 2017

• Forth has over 170 members. We work closely

with global automakers, charging companies, and others in the electric-mobility industry

• Host the Annual Roadmap Conference and will

host EVS 33 in June 2020

• Active in demonstration projects, consumer

engagement, and policy advocacy

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• Consumer Engagement - We organize events and test drives to showcase the latest

technologies and bring the fun, efficiency and money-saving benefits of electric and smart mobility to the public.

• Policy Advocacy - We advocate for smart laws and policies that strengthen emerging

mobility solutions and ensure cutting-edge technologies benefit us all.

• Demonstration Projects - We bring partners together to demonstrate new technologies

in real-world projects that help improve our lives and expand mobility options.

• Industry Development - We bring together businesses, utilities and communities to

support growth, create living-wage jobs and strengthen our economy.

We Are Active in Four Main Areas

Forth Is Changing the Way We Get Around

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Barriers

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• Over 50% can’t name a model
• Not getting better
• Worse in underserved communities
• Can’t buy what you don’t know about

Barrier: Lack of Awareness

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Consumer Engagement: Showcase

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EV awareness through Ride & Drives

Barrier: EVs seem too complex

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Simplify the Conversation

• Use easy to understand

language

• Avoid terms like ‘CHAdeMO,

CCS, J1772, kWh, etc.’

• Know how to answer the

critical questions, simply

• Meet them where they are
• ‘Cars’ vs. ‘Vehicles’

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Making EVs Consumer Friendly

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Engaging Consumers at Dealerships

• To get from ‘early adopters’ to

‘early majority’, we have to acknowledge traditional car sales techniques and demographics

• Engage dealers and

salespeople and make it very easy for them to engage

• Incentives, trainings
• Speak to consumers in terms

they understand (not kWh).

• It’s just a car, keep it simple

• Not the same as “range anxiety”
• Where are they? What do they cost?
• “I just don’t know how it would work”

Barrier: “Charging Anxiety”

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Charging Anxiety: Show Public Charging

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Consumer Engagement: Workplace Charging

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Charging Anxiety: West Coast Electric Highway

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Barrier: Cost

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• Up-front cost gap:

declining but substantial

• Sticker vs TCO
• Who buys new cars?
• Perception vs reality

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• Federal Incentive
• Cash on the hood rebates
• Higher rebates/used

rebates for income qualifying drivers

• Utility incentives
• Financing
• Mass production
• Other non-cost incentives

Overcoming Cost

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Cost: Oregon Rebate

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Barrier: Fostering Equity

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Equity – Guarding Against an Equity Transportation Electrification Divide

• For low income

households, transportation is often the number one expense

• Plus, they often live further

from job opportunities

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Achieving Equity Starts with Community Engagement

• Show up
• Listen
• Don’t assume one size fits all
• Be flexible
• Understand the barriers:

▪ Language/culture ▪ Affordability – cars, charging, banking ▪ Technology ▪ Housing - Multi-Unit Dwellings

Cost: Clean Cars 4 All (California)

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• Los Angeles, Central Valley,

Bay Area, Sacramento

• $112 million in cap and trade

funding

• Scrap clunker, get vouchers

for up to $9,500 for new or used EV or mobility pass

• Income qualifying

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• Purpose: Demonstrate potential for a

successful EV car share in rural Oregon.

• Place 5 Honda Clarity EVs around

Hood River for use by affordable housing residents, City officials, Hood River Community and tourists

• 3 year pilot project will test

effectiveness of variable pricing structures, alternative payment methods, and bilingual technology platforms

• Closed-loop car share model with

dedicated charging stations

Project Summary

Demonstration Project: Hood River EV Car Share

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It Takes A Village

Source: Rocky Mountain Institute. Driving Integration. https://www.rmi.org/wp- content/uploads/2017/04/eLab_driving_integration.pdf

Industry Development: EVS 33 in Portland - June 14-17 2020

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Conclusion -- Needs

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• Increase Consumer Awareness - experiential marketing

e.g. electric vehicle show case, test drives, simplify messaging, & engage dealers (trainings and incentives),

• Workplace Charging & Employer Engagement – e.g.

reduce employee charging anxiety, provide incentives for charging infrastructure, and ensure regulatory allowances for investor owned utility engagement

• Reduce Cost – provide incentives – e.g. rebates, limit EV

registration fees, provide additional incentives to low- income individuals, incentives to scrape older cars, reduced or no mile usage charge for EVs, incentives to reduce vehicle miles travelled (VMT)

• Urban & Rural Charging Infrastructure -– reduce charging

anxiety; e.g. PGE electric avenue, West Coast Electric Highway, incentivize additional DC fast chargers in both urban and rural areas, resiliency incentive

• Equity -- Focused effort in equity communities: reduce

upfront costs, culturally appropriate, language, banking, shared electric mobility passes

• Leverage partnerships – it takes a village – e.g. CBOs,

utilities

• Infrastructure – modernize building codes to allow for

make ready charging infrastructure in single family residences, multi-unit building, commercial properties, etc.

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Kelly Yearick kellyy@forthmobility.org www.forthmobility.org

Thank you!

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