EV Journey Engagement: Surveys, $avings & Support by Mark Scribner
•Télécharger en tant que PPTX, PDF•
0 j'aime•193 vues
Mark Scribner, Electric Vehicles Program Manager at Energy New England gave this presentation at the Forth Innovative Consumer Engagement Strategies webinar on August 24, 2021.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à EV Journey Engagement: Surveys, $avings & Support by Mark Scribner
Similaire à EV Journey Engagement: Surveys, $avings & Support by Mark Scribner (20)
Plus de Forth
Plus de Forth (20)
Dernier
Dernier (20)
EV Journey Engagement: Surveys, $avings & Support by Mark Scribner
- 1. NAVIGATING THE ENERGY ECONOMY.TM EV Journey Engagement: Surveys, $avings & Support Mark Scribner Program Manager, Electric Vehicles
- 2. NAVIGATING THE ENERGY ECONOMY.TM About ENE 2 Services: • Wholesale power purchasing (including carbon free and renewable) • Risk Management • ISO NE market participation • Peak load management • Energy efficiency programs • EV Programs – over 10 MA MLPs • ENE Strategies – lobbying and legislative advisory services • Energy Consulting Founded in 1998 Owned by 6 MLPs; Braintree Concord, Hingham, Reading, Taunton, Wellesley ENE provides Residential Conservation Services (RCS) for 21 MA and RI MLPs
- 3. NAVIGATING THE ENERGY ECONOMY.TM SURVEYS: Insights from “Your future vehicle choice” 2020
- 4. NAVIGATING THE ENERGY ECONOMY.TM Why do a public EV interest survey? • Gather baseline of EV data about a municipality or service territory • Develop key insights regarding interest and knowledge about: • Vehicles • Charging • Incentives • Influence factors and/or Barriers • Inform and strategize the best logical next steps for a municipal EV roadmap 4
- 5. NAVIGATING THE ENERGY ECONOMY.TM About the ENE EV 2020 surveys • Designed to build on previous surveys (e.g. Harris Polls in 2013 & 2015) • 6 utilities between June-Dec 2020 • Over 5,000 total responses • Chance to win $50 gift card or similar • Data analyzed and provided to utility • Also used as a marketing tool to: • Inform about EV incentives • Identify EV drivers/EV interested • Create EV email subscription list
- 6. NAVIGATING THE ENERGY ECONOMY.TM Likely to Purchase an EV by 2030? • Over half of customers by 2030 • Ranged from 34% to 72% • ~1/3 to >2/3 of respondents • A municipality’s socioeconomic demographics have a strong influence on relative percentage
- 7. NAVIGATING THE ENERGY ECONOMY.TM Year likely to purchase an EV 0% 10% 20% 30% 40% 50% 60% 70% 2017 2021 2025 2029 2034 (projected) Trend: Likely to own an EV by what year • “Bump” from 2022-2025 • Future steady growth, or will be future “bumps”? • 1/3rd not likely to get an EV until after 2030 • 1/5th answered “I don’t know” = active EV education and support could increase adoption by up to 20% Over 50% of vehicle sales by 2035?
- 8. NAVIGATING THE ENERGY ECONOMY.TM Type of EV likely to choose – BEV or PHEV? • 15% would choose a BEV (ranged from 10% to 23%) • 24% would choose a PHEV (ranged from 17% to 29%) • 35% Don’t know/not sure – shows value of EV finder tools 0% 5% 10% 15% 20% 25% 30% 35% 40% BEV PHEV Don't know/Not sure EV most likely to choose by powertrain type (BEV or PHEV)
- 9. NAVIGATING THE ENERGY ECONOMY.TM Poll Question Which factor do you think influences a driver’s decision to choose an EV the most? a. Air Quality b. Carbon Footprint c. Cash Rebate d. Charging Incentives e. Driving Experience f. Operational Savings 9
- 10. NAVIGATING THE ENERGY ECONOMY.TM Purchase influence factors 21% 41% 48% 50% 55% 56% 0% 10% 20% 30% 40% 50% 60% DRIVING EXPERIENCE CHARGING INCENTIVES AIR QUALITY CARBON FOOTPRINT OPERATIONAL SAVINGS CASH REBATE Which factors would most influence your decision to choose an EV? • Purchase rebates and operational savings top factors • Carbon footprint & air quality also important to half of drivers • Charging incentives less a factor however influence TCO • Drivers needs tools to calculate financial & emissions savings
- 11. NAVIGATING THE ENERGY ECONOMY.TM Top Barriers to EV Adoption (not likely prior to 2030) 0% 10% 20% 30% 40% 50% Reliability Performance/Power Repair Cost Model Avalability Range New Technology Charging Access Price Barriers to Choosing an EV • Price tops barriers, so customers need to see affordability & savings • Charging access, like price, can be a real barrier or can be only a barrier of perception (?) • Range is actually a concern for only 1/4 of respondents (encouraging) • 1 in 5 not seeing the vehicle model they desire in an EV, a hard stop for adoption • Concerns over repairs, performance or reliability are lowest • Drivers need to become more familiar with real world costs and savings
- 12. NAVIGATING THE ENERGY ECONOMY.TM $AVINGS: ENE’s DrivE & SaVe Wizard Overview Energy New England & Clean Power Research Introduction by Alex Banat, ENE EV Marketing Specialist
- 13. NAVIGATING THE ENERGY ECONOMY.TM Financial and Emissions Savings • Monetary savings from driving an EV as the lead marketing messaging • Emissions savings as a secondary value to driver/ benefit to society • Examples and tools to empower the driver to better understand each
- 14. NAVIGATING THE ENERGY ECONOMY.TM About the DrivE & SaVe Wizard • WattPlan EV Advisor tool rebranded as the DrivE & SaVe Wizard • Easy to navigate wizard for utility customers and drivers • Helping drivers to find an EV that would interest them • Estimates the savings with an EV purchase, incentives & charging • Already offering the WattPlan EV tool since 2019 for MA programs: • Braintree Drives Electric • Concord Drives Electric • Hingham Drives Electric • Factors included when comparing an EV to an ICE vehicle: • Specific Model of EV MSRP • Annual miles driven • Federal, State, and local incentives • Utility specific rates • Fuel and maintenance savings • Carbon emission reduction
- 15. NAVIGATING THE ENERGY ECONOMY.TM EV Selector - Filter and Select Vehicles by: 15 • Price bracket • BEV and/or PHEV • Body Style Side-by-side EV comparison:
- 16. NAVIGATING THE ENERGY ECONOMY.TM Tools should personalize cost comparison 16 • Make an apples-to apples comparison • All incentives, fuel and operational savings • Estimate break-even point (e.g.“5 years”) • Calculate “lifetime” savings (5-10 years, show the lower TCO)
- 17. NAVIGATING THE ENERGY ECONOMY.TM SUPPORT: ENE’s Electric Vehicle Consumer Support Service
- 18. NAVIGATING THE ENERGY ECONOMY.TM Why Provide an EV Support Service? • Reassurance for drivers’ general EV questions and unique concerns • Drivers are seeking a trusted EV resource (vs dealers, ads, etc.) • Drivers need help because: • are unsure about their EV choices • need more cost and savings info • informed early adopters are fading • Utility/municipality can engage & leverage its own EV community (WIIFM) • Enables equity of access to EV information and resources to certain Priority Populations for EV adoption
- 19. NAVIGATING THE ENERGY ECONOMY.TM NAVIGATING THE ENERGY ECONOMY.TM 19
Notes de l'éditeur
- Today I will cover EV Surveys, Savings and Support and how they all tie together to maximize the EV journey engagement for both drivers curious about EVs and even those who have real or perceived barriers preventing them from considering an EV for the next vehicle.
- A little about my organization, Energy New England, or ENE for short. We purchase wholesale power for public utilities, and provide risk management and peak load management services, and our energy efficacy programs serve over 10 Massachusetts Municipal Light Plants.
- Fuel savings was in a virtual tie with incentives as a the primary motivator to consider an EV, at 55% and 56% respectively. Carbon footprint & air quality also important, to around half of drivers we polled. However drivers struggle to get past MSRP sticker prices to understand what their actual cost to drive and own and EV, and how much they might save long term by doing so…and no one can argue that calculating comparative emissions to a gasoline only vehicle is any easier than that for the average driver.
- Consumer Reports did an analysis release in fall 2020 that found that "the most popular electric vehicles cost less to own than the best-selling gas-powered vehicles in their class", which included sub-$30k "economy" class vehicles like the Honda Civic and Hyundai Elantra. So the barrier of EV cost even for the “economy” class new car buyer could be described as a barrier of perception, in that based on sticker price, which consumers largely make their vehicle cost assessment with, a gasoline vehicle seems like the more affordable choice. However the numbers show that often it's not, already. For example, even before accounting for any incentives, a $25k ICE vehicle may cost the consumer to operate as much as $20,000 more net over its life than a $35k comparable plug in electric vehicle, and very likely at least $15k more, thereby making the EV cheaper to own by around $5k to $10k over 8-10 years or 150,000 to 200,000 miles (which is anecdotally confirmed by my own decade of owning an "economy" class EV). This is because the for lower cost gasoline vehicles, the cost of fuel and maintenance over its life (which rarely are factored in the buying decision) may be greater than the entire purchase price of the vehicle. So this speaks to a greater need for consumer education on Total Cost of Ownership (TCO) which would inevitable favor EV sales. END HERE Just how much effective TCO education could impact EV sales at current costs is an area for more study, however our survey data gives some insights: Remember I showed fuel savings was in a virtual tie with incentives as a the primary motivator to consider an EV, at 55% and 56% respectively. This would indicate that either with or without incentives, only raising awareness about EVs already lower TCO could have as much influence on accelerating EVs sales as simply offering incentives alone. Whereas of those not likely to consider an EV any time soon, less than half (only 41%) felt price was a barrier, and charging access concerns was a close second (38%). Another interesting insight was that even for the laggards, range concerns was not even among top three. Rather the next largest concern by was concern about EVs being a new technology (32%). This also tells us more about possible barriers of perception, which do matter but are barriers that may be impacting by raising awareness rather than requiring any new breakthroughs in vehicle or charging technology or cost.
- Introduction to the DrivE & SaVe Wizard tool ENE program use however there are a variety of similar tools and services that can be implemented.
- Our ENE EV programs make our EV specialist support service a featured and integrated part of all our programs, with trained and qualified EV specialist staff reachable by webform, email and/or toll free support phone line. And so Why Provide an EV Support Service?