1. by Mitchell Wear Napolitano and Elizabeth Blumer
GreenTech Awareness
Atlanta Leads in Electric Vehicles
by Mitchell Wear Napolitano
and Elizabeth Blumer

2. 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

3. Current State of Electric Vehicle Penetration around the world
Denmark
The first location BetterPlace tried their battery swapping stations.
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.
Israel
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
Taxis are electric using only one replacement station in the city. The cars ran for 9 months/24 hours a day.

4. 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

5. 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

6. 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
Charging station manufacturing and installation to be given to an American company, ideally a smaller Atlanta based company, to stimulate jobs locally. Contract to be given to best creator/implementor and employee training to be subsidized by Federal grant.

7. Prototype map showing range of EV charge in the Atlanta Metropolitan Area

8. 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

9. 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

10. 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

11. 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
March 1, 2013
January 1, 2013
July 1, 2012
January 1, 2014
March 1, 2012
January 1, 2012
Sales reach 50,000
Initiate Phase 2 of educational campaign, kicked off by the EV Day in Piedmont Park
Competition winner announced and plan initiated
Initiation of Phase 1 of the Metro Atlanta education campaign
Grant money acquired and competition for universal battery announced
EV Plan of action adopted

12. 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

13. 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.

14. 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.”

15. 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 miles before needing to recharge. Consumers want 300 miles
Convenience to charge
Standardization of battery and charge plug ins between electric vehicle manufacturers

16. 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

17. 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

18. 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.

19. 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.

20. Thank you! Elizabeth Blumer Georgia Institute of Technology
Management major, 4th year
Mitchell Napolitano
Civil Engineering major, 4th year