GreenTech Awareness
Atlanta Leads in Electric Vehicles
by Mitchell Wear Napolitano
and Elizabeth Blumer
Overview/Summary of Success
• Our strategy for success is three tiered with
the ultimate long term goal of establishing
Atlanta as the key sponsor of innovation.
– Provide a mobile charging station service to elicit
a sense of security and reinforced reliability of the
range of electric vehicles.
– Our marketing message will be, “it’s a lifestyle not
a car”
– Host a competition for a universal battery
• Now a test market for
a company called
Nuwe allowing
electric vehicle (EV)
owners to sell energy
stored in their EV
batteries back to the
grid. Estimated profit
being $10,000 over
the lifetime of the car.
• BetterPlace Vehicles
(see link below)
• The goal in Israel,
endorsed by the
Israeli government,
is by 2020 to have
Israel be an 100%
oil free country.
• Electricity/battery
swapping price is
locked for 4 years,
less than the gas to
get the vehicle
equivalently far.
Tokyo
• The first location
BetterPlace tried their
battery swapping
stations.
Israel
Denmark
Current State of Electric Vehicle
Penetration around the world
http://www.youtube.com/watch?v=5b0T5NUHyxs
• Taxis are electric
using only one
replacement
station in the city.
The cars ran for 9
months/24 hours
a day.
Best Practices in US
The Obama Administration has an aggressive
stance on electric vehicle promotion, aiming
for one million EVs on the road by 2015
New York City
• PlanNYC aims to reduce vehicle
emissions by 44% by 2030
• Extensive study done by NYC
government and McKinsey deciding that
NYC had a significant population ready
to purchase electric vehicles
• Research showed that the early adopter
population will outstrip the available
supply of electric vehicles in NYC for the
next five years and possibly more
San Francisco
• First wave of electric car buying was
December 2010
• The population is extremely “green” so
electric vehicles caught on fast
• Now building codes require new
structures to be wired for car charging
stations.
• Threat of overworked power grids
• State government installed free car
chargers throughout the city this May
What is driving consumer demand in
Atlanta?
Consumer demand in Atlanta is better answered by
breaking this down by demographics:
Environmentally Friendly:
Anything green, even if it
costs more. They sleep
better at night knowing
they’re being good stewards
of the environment. EVs are
attractive purchases
regardless of price.
Middle and lower upper
class families:
Saving money for college,
vacations, etc. practicality
and economy over
environmental fad
Young professionals:
If the BMW EV is affordable,
then they’re all for it!
Cautious about money, but
more into brands and
conversation pieces.
Primary Target Market
Classified - Internal use
Implementation Plan for Atlanta
PHASE 1
•
•
•
•
Billboard campaign with slogans like
“What’s an EV?” (picture of a car); “I
can fuel up with electricity?” (Picture of
iPad with the recharge app); “I would
have that in my garage?” (picture of the
home recharge station)…all of this with
line that advertises the EV Day at
Piedmont Park
City of Atlanta in concert with Nissan,
Toyota, BMW, Mitsubishi and other
hybrid and Plug-in Electric Vehicle (PEV)
companies sponsors an “EV Day” in
Piedmont Park, offering test drives and
information
Massive mailing campaign to target
market
Commercials about cars and PSAs
about public charging station
installations
PHASE 2
• Test drive Saturdays (one Saturday a
month) at participating car
dealerships
• GE has added Atlanta to their EV
tour – EV Charging Infrastructure
initiative
• Then, for those even more
interested, there will be an Electric
Car show at the Georgia World
Congress Center showcasing all
available models of electric cars,
including lesser known models that
originate from Europe. Along with
all charging station prototypes
Prototype map showing range of EV charge in the Atlanta
Metropolitan Area
http://www.easymovinglabor.com/maps/atlanta_movinglabormap.htm
Perks for EV Owners
• HOV lane allowance – Owners of electric
cars can file for a decal that will be
provided from the Georgia Department of
Driver Services.
• Free parking – once decal has been
provided, electrical vehicle owners do not
have to pay metered parking
• Free customizable license plate
• Free home charger installation
• Free MARTA access
• Streamlined vehicle registration
What role does the City play?
City forms partnerships with car manufacturing companies by offering to buy a
fleet of their cars in the coming years for various state and local offices
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Park authorities
Transportation authorities – MARTA police
Police
Auto insurance cars such as Progressive
Company cars for large corporations
School vehicles
Invest in manufacturing and the R&D component
Provide grants to universities for Research and Development
Special investment savings bond for infrastructure development
City and state gives discounted or subsidized prices for land to be purchased for
battery changing stations
Creation of a state run (or privately held, but state sponsored) organization to
handle all aspects of the electric car – funded by percentage of tax dollars and
federal Electric Vehicle research grants
Outline roles for various infrastructure
providers
• Research and Development is initially key. We
need to have things developed and on the
streets before electric cars can gain popularity.
• Building of battery swap stations
• Creation of charger meters
• Chargers in office parking lots and public areas
• Development of power grid to smartgrid
technology to handle increased load
Outline roles for various vehicle
manufacturers
EV Plan of action
adopted
Competition winner
announced
and plan
Initiation of Phase 1 of
initiated
Grant money acquired the Metro Atlanta
and competition for education campaign
universal battery
announced
March 1, 2013
January 1, 2013
July 1, 2012
March 1, 2012
January 1, 2012
• Prepare to deliver and manufacture cars
• Manufacturers will be provided a timeline
from the city
• Make the cars accessible and easy to test drive
January 1, 2014
Sales reach 50,000
Initiate Phase 2 of
educational campaign,
kicked off by the EV Day
in Piedmont Park
Outline roles for various other businesses
•
•
•
•
Offer special parking spots for electric vehicles. Example:
Supermarkets – just beyond the handicap spots needs to come about
2-4 EV spots.
Creation of an “app” that links to Google Maps, GPS and phones to
show where charging stations and battery replacement stations are
located
Call center to help with electric vehicle questions
Creation of a training course for mechanics and electricians that are
then approved by the state to handle electric vehicles.
Classified - Internal use
Consumer Marketing
It’s a Lifestyle, Not a Car
• Consumers: Target market middle aged to older males
and soccer moms
•
•
•
•
Higher than average income
Low weekly mileage, lots of little trips
Most have garages (to recharge)
Urban and suburban areas
– Studies show people who purchase electric vehicles are
already predetermined to without the need of incentives,
thus in marketing campaign, no need to stress rebates.
• Three part campaign: (1) planning (infrastructure)–
advertisements regarding infrastructure and electric
cars (2)practicality of electric vehicles (3)popularity of
the “green” eco friendly lifestyle.
Marketing
• Infrastructure – There will be a competition and bidding between
big innovation companies to compete for Atlanta contract to build public
charging stations.
• Car manufacturers – not a significant marketing push to them,
except to keep companies in the loop about what the community is
learning about electric vehicles, thus allowing them to be prepared for
increased demand. Atlanta will support their marketing strategy.
What’s an EV?
I can fuel up with
electricity?
I would have that
in my garage?
Spreading the mentality that this is the “Wave of the Future. Jump on
now and establish yourself as a leader in this community.”
Barriers of adoption within Atlanta
•
Lack of knowledge
– Inherent apprehension to purchase the
“unknown”
•
Price and affordability
– Currently there is a Federal Tax Credit of $7500
(max $60,000 vehicles per manufacturer)
•
•
•
Currently it’s the lack of charging stations
and infrastructure
Lack of mass produced vehicles to meet
rising demand
Range
– currently electric vehicles can only drive 50-100
miles before needing to recharge. Consumers
want 300 miles
•
•
Convenience to charge
Standardization of battery and charge plug
ins between electric vehicle manufacturers
Plans to address these barriers
• No property tax on vehicle
• Creation of Nissan/Chevy/BMW/Ford electric
vehicle manufacturing plant in Georgia
– Job creation
– Increase in per capita of vehicles available
Funding
Funding from:
– Companies
– Federal research grants
– Taxes
– More efficient use of already available tax money
– Volunteering effort by the community
• Deal: if you help with publicity efforts you get 15% off
your electric vehicle purchase
Success
• Streamlined strategy:
– Marketing and Education campaign
– Sponsor competition amongst intellectual and
engineering community for universal car battery
• The study, Exploring Electric Vehicle Adoption in
New York City, found that early adopters of
electric vehicles would likely purchase the entire
supply of available vehicles over the next five
years. Atlanta needs to capitalize and prepare for
this demand.
Long Term
• The future of electric vehicles are changeable
batteries, ideally a standardized battery in every
electric vehicle which will allow for a two minute
battery swap.
• Battery power will also improve as technology
progresses. Currently there are federal grants in
use to promote the use of this technology.
• The money invested now in this industry will
allow Atlanta to establish itself as an industry
leader worldwide.
Thank you!
Elizabeth Blumer
Georgia Institute of Technology
Management major, 4th year
eblumer@gatech.edu
404.641.0708
Mitchell Napolitano
Georgia Institute of Technology
Civil Engineering major, 4th year
mnapolitano3@gatech.edu
703.919.9956