Accelerating the EV Market in the Golden State Wade Crowfoot Office of Governor Edmund G. Brown Jr. June 9, 2013.

Accelerating the EV Market in the Golden State

Wade CrowfootOffice 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

2015• Community readiness in metro areas• Private investment and manufacturing growing• Academic & research institutions build understanding of ZEVs• State fleet ZEV mandates begin

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

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: