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by Mitchell Wear Napolitano and Elizabeth Blumer

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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

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