Accelerating the EV Market
in the Golden State
Wade Crowfoot
Office of Governor Edmund G. Brown Jr.
June 9, 2013
Our Target:
1.5 Million
Zero-emission vehicles
in California by 2025.
Initial Approach: Regulation
ZEV Mandate (1990):
Requires major auto
manufacturers selling
vehicles in California to
build Zero-Emission
Vehicles.
10 Partner States
(aka “Section 177 States”):
• Connecticut
• Maine
• New Jersey
• New York
• Maryland
• Massachusetts
• Oregon
• Pennsylvania
• Rhode Island
• Vermont
Governor’s Executive Order B-16-2012
2020
• ZEV infrastructure can support 1 million vehicles
• Costs of ZEVs competitive with conventional vehicles
• ZEVs are accessible to mainstream consumers
• Widespread use of ZEVs for public transportation and freight
2015
• Community readiness in metro areas
• Private investment and manufacturing growing
• Academic & research institutions build
understanding of ZEVs
• State fleet ZEV mandates begin
2025
• 1.5 million ZEVs on CA roadways
• Easy access to ZEV infrastructure
• ZEV industry is strong part
of state’s economy
• ZEVs displace 1.5 billion gallons
of petroleum fuels
Current Approach: Partnerships
– Automakers
– Utilities
– Charging Station Providers
– Local Governments
– Regulators (State agencies, Air Quality Districts)
– Consumer Groups
Shared Vision and Roadmap
2013 Action Plan
• Partnership of 11 state
agencies
• Driven by the Governor’s
Office
• Open process, input from
broad range of stakeholders
• 119 specific actions (with
responsible agencies and
timelines)
Four Major Goals in the Action Plan
Key Action Plan Priorities on
Infrastructure
• Continue “AB 118” funding for research,
development and deployment.
• Ensure broad access to charging for all drivers
(including interoperability, central data).
• Get pricing right for EV charging.
• More signage for drivers.
• Steer statewide building codes and standards
to ZEV-readiness.
Key Infrastructure Questions
• How much infrastructure is needed outside a
car owner’s home?
• How smart and fast must infrastructure be?
• Where should this additional workplace and
public infrastructure be placed?
• How to scale up in multi-family dwellings?
• How much public investment is needed?
Key Action Plan Priorities on
Consumer Demand
• Continue state consumer rebate for Evs
• Maintain HOV lane access
• Explore/support how to reduce up-front costs
of Evs
• Promote consumer awareness campaigns; let
them leverage government
• Get “butts in seats” through expanding public
sector fleets.
Key Consumer Questions
• What’s most effective to get consumers into
EVs?
• How do we transition from “early adopters” to
mainstream buyers?
• How important are the rebates/credits?
How/when should they be ramped down?
• How can we leverage strong customer
satisfaction with Evs?
Good News: We’re making progress
The Challenge: Fundamental Transformation
Why Are We Excited about the future?
• Drivers love their EVs: 92% of Chevy Volt users
say they would buy it again (Consumer
Reports)
• Tesla S outsells Mercedes equivalent in first
quarter of 2013
• Toyota Prius became best selling vehicle model
in California in 2012.
• New 2013 and 2014 electric vehicle models at
all price-points.
• EV Sales continue to grow outside of California;
a national movement is growing.
This Can Happen
The last 20 Years:
The next 20 Years: