Barriers to Electric Vehicle Adoption Kelly Yearick, Program Manager ZEVIWG Presentation September 27, 2019
Agenda 1. Brief History of Forth 2. Barriers • Lack of Awareness • Charging • Cost • Equity & Demonstration Projects • It Takes a Village 3. Needs September 2019 | Forth
• 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 September 2019 | Forth 3
Forth Is Changing the Way We Get Around We Are Active in Four Main Areas • 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. September 2019 | Forth 4
Barriers September 2019 | Forth 5
Barrier: Lack of Awareness • Over 50% can’t name a model • Not getting better • Worse in underserved communities • Can’t buy what you don’t know about September 2019 | Forth 6
Consumer Engagement: Showcase September 2019 | Forth 7
EV awareness through Ride & Drives September 2019 | Forth 8
Barrier: EVs seem too complex September 2019 | Forth 9
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’ September 2019 | Forth 10
Making EVs Consumer Friendly September 2019 | Forth 11
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 September 2019 | Forth 12
Barrier: “Charging Anxiety” • Not the same as “range anxiety” • Where are they? What do they cost? • “I just don’t know how it would work” September 2019 | Forth 13
Charging Anxiety: Show Public Charging September 2019 | Forth 14
Consumer Engagement: Workplace Charging September 2019 | Forth 15
Charging Anxiety: West Coast Electric Highway September 2019 | Forth 16
Barrier: Cost • Up-front cost gap: declining but substantial • Sticker vs TCO • Who buys new cars? • Perception vs reality September 2019 | Forth 17
Overcoming Cost • Federal Incentive • Cash on the hood rebates • Higher rebates/used rebates for income qualifying drivers • Utility incentives • Financing • Mass production • Other non-cost incentives September 2019 | Forth 18
Cost: Oregon Rebate September 2019 | Forth 19
Barrier: Fostering Equity September 2019 | Forth 20
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 September 2019 | Forth 21
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 September 2019 | Forth 22
Cost: Clean Cars 4 All (California) • 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 September 2019 | Forth 23
Demonstration Project: Hood River EV Car Share Project Summary • 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 September 2019 | Forth 24
It Takes A Village Source: Rocky Mountain Institute. Driving Integration. https://www.rmi.org/wp- content/uploads/2017/04/eLab_driving_integration.pdf September 2019 | Forth 25
Industry Development: EVS 33 in Portland - June 14-17 2020 September 2019 | Forth 26
Conclusion -- Needs • 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. September 2019 | Forth 27
Thank you! Kelly Yearick kellyy@forthmobility.org www.forthmobility.org June 2019 | Forth 28
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