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GreenTech Awareness
by Mitchell Wear Napolitanoand Elizabeth Blumer
Atlanta Leads in Electric Vehicles
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
Current State of Electric Vehicle Penetration around the world
http://www.youtube.com/watch?v=5b0T5NUHyxs
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 San Francisco• 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
• 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
Classified - Internal use
What is driving consumer demand in Atlanta?
Consumer demand in Atlanta is better answered bybreaking this down by demographics:
Primary Target Market
Implementation Plan for Atlanta
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
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
http://www.easymovinglabor.com/maps/atlanta_movinglabormap.htm
Prototype map showing range of EV charge in the Atlanta Metropolitan Area
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– 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
• Prepare to deliver and manufacture cars• Manufacturers will be provided a timeline
from the city• Make the cars accessible and easy to test drive
EV Plan of action adopted
Grant money acquired and competition for
universal battery announced
Initiation of Phase 1 of the Metro Atlanta
education campaign
Competition winner announced and plan
initiated
Initiate Phase 2 of educational campaign,
kicked off by the EV Day in Piedmont Park
Sales reach 50,000
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Classified - Internal use
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.
Consumer MarketingIt’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.
Spreading the mentality that this is the “Wave of the Future. Jump on now and establish yourself as a leader in this community.”
What’s an EV? I would have that in my garage?
I can fuel up with electricity?
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
Mitchell Napolitano Georgia Institute of Technology Civil Engineering major, 4th year
